Nowadays, when we talk about the website of a business, whether it concerns a presentation or an e-Shop, we are talking about showcasing the business. What happens when this storefront is unattractive and how we can turn it into a tool that will boost our brand and sales.

I borrowed the quote from the classic film by Yannis Economides, “Matchbox”, Dimitris’ agonizing question to Vangelis, regarding the pregnant Linda, to describe an equally special situation that (should) concern every small and medium-sized enterprise.

What concerns us here is what a business should do to properly invest in its digital presence and more specifically in the creation of a very good website, in order to strengthen its brand and indirectly increase its profit.

Let’s not hide, during the many hours we spend on the internet, we have found ourselves in front of websites that are not visitor-friendly, the content is incomplete, the photos do not create any feeling for the product, which they are supposed to highlight, while how quickly it responds to our device refers to times of PSTN connections. So, all the time, demonstrates amateurism and the end result is that we are not satisfied with the website we visited.

This is because each time, the related conversation starts like this: “I have an acquaintance / friend / nephew / neighbor who deals with computers and can make us the site for a small amount of money”.

However, when we talk about digital presence, whether it is a presentation website or an e-Shop, we are actually talking about the showcase of the business.

So, if the presentation of the business is not attractive, it prevents on the contrary and we already have a serious problem that we must solve with some basic principles in mind.

Functional design

The smart design of a website, which will allow the user to browse in a flexible way (menu at a fixed point, clearly visible zones on the home page, CTA buttons where necessary, etc.), will be fully compatible with any device (mobile or fixed) and at the same time will have a fast response time during its use, are a very useful start to build the right showcase mentioned above . Let’s not overlook the fact that speed is one of the key factors that Google sets for the order in which a website appears.

Smart Content

A website, with texts – telegram, without full descriptions, titles and slogan, where necessary, is not attractive to any user and most seriously, it is not attractive to the largest platform, Google. The correct copywriting, with structure and keywords, is a one-way street, so that the website can appear correctly in users’ search results. Now, the creation of the appropriate texts that will highlight the brand and promote the product, should be done in a professional way, by experts in this category.

Search Engine Optimization (S.E.O)

S.E.O. is today the new holy grail, as more and more people are chasing it to optimize the content of their website. With the constant search of users, for everything that concerns them, evolving undisturbed, the S.E.O.  service deems more than necessary,  in order for a company’s website to obtain the descriptions and words necessary to appear in the appropriate search results. Of course, it may sound simple, but it is certainly not something that can be done on the foot and by anyone, as it should be preceded by relevant research on trends and what users are looking for and then adapted to the management of the website. Another reason that shows that website construction is not something static, it should have the infrastructure to evolve technically and adapt new technologies.

Photographs

For the end, but not least in importance, it has for the best possible effect, the photos that will complement grandly a good website. The photographic material can highlight or undermine any website mainly because it is what attracts our attention, determines the aesthetics and finally captures the message that the company wants to promote for its own product.  It is no exaggeration to say that the photos we choose speak for themselves about the website we visited. 

Investment or necessary evil?

Following this dilemma, the answer arises relatively easily and depends on the extent to which the company wants to invest in its digital presence, to have the corresponding results.  The timing that has been formed especially after the outbreak of the pandemic and the new reality that unfolds in front of us, certainly did not only cause problems. He created solutions and tools necessary for the daily life of a business.

This new reality may have also activated new resources in the form of business support programs in order to make the digital transformation a reality. It is an opportunity for every business that wants to invest in its product, to utilize any support program.