Is your website making you money? Is it getting clients to call? Is it lowering recruiting costs? It can - and it doesn't take a huge budget.
Whether you run a large multi-office firm, or a small one-person boutique, having the right website isn't just a good idea, it's a necessity. Need proof? Consider these statistics:
• 74 percent of clients will review your website BEFORE agreeing to a meeting.
• 92 percent of candidates will visit your website before applying for a job.
• One in four candidates will NOT apply with a company because of their website.
WEBSITE ESSENTIALS
So what does it take to build a website that generates sales leads and attracts candidates? As a start, consider the role your website plays:
• First impressions: Does your site shout, "We're a top quality firm!" Or does it leave people with the impression that you're a commodity...or worse?
• Positioning: Your site's copy, graphics and functionality should clearly demonstrate your unique value.
• Credibility: It's one thing to say your service is better, but it's another to prove it. Use case studies, testimonials, and educational content to show-off your expertise.
• Education: To sell higher-value solutions, teach people new ways to use staffing. Show clients when, why and how to use your services.
• Enhanced and streamlined service processes: Your website can improve service by allowing candidates to pre-register, complete assessment tests, access orientation information, and by enabling clients to place orders and monitor their staffing usage.
• Customer experience: Tools such as surveys, online training and testing, and client extranets combined with outbound communication such as e-newsletters and automated service announcements, can improve the quality and consistency of your service.
• Promotion: Your website is the least expensive way to tell people about your services. It's far less expensive to distribute and maintain than printed materials.
DESIGNING A GREAT WEBSITE
Step 1: Objectives
When designing a site begin by making a list of SPECIFIC goals you want your site to accomplish with clients, prospects, candidates and employees. For example:
- Build trust.
- Position you as an expert.
- Reduce recruiting costs.
- Increase referrals.
- Improve service.
- Cross sell.
- Educate prospects.
Step 2: Content and Functionality
Once you've defined your goals, the next step is to determine the types of content (information) and the interactive features your site needs to accomplish each goal.
Step 3: Structure
Now comes one of the hardest parts about designing your website. You have to outline the structure of the pages. Try to create a structure that is logical, easy to navigate and intuitive. Let people access key features with as few clicks as possible.
Step 4: Copy
This is when most business owners cringe. A great website needs great copy. Here are a few guidelines for writing copy:
• Clearly convey (and repeat) your positioning message.
• Be concise.
• Use strong language with an active voice.
• Use headlines and subheads to tell your story.
• Use "pull quotes" and testimonials to emphasize key points.
Step 5: Motif Design
Now comes the fun part. At this step, you create the look (user interface) for your site. The first page to design is the home page, followed by a template for the sub-pages. The best place to start motif design is with other websites. Surf the web and make a list of the sites you like for their look, structure and functionality. Don't limit yourself to staffing firms. Research companies that have big marketing budgets. Often you can learn a great deal from other sites.
Step 6: Programming
Now it's on to the "techie" work. This is where your website goes from pretty pictures to a functioning site. This phase includes building HTML pages and developing interactive features. This stage may also include integrating your site with your staffing software.
Step 7: Editing and Testing
• Finishing the design: There's a big gap between a functioning website and a finished one. To complete your site, add graphics to sub-pages to enhance the delivery of your message.
• Testing and Proofing: Websites are complex software applications. Be sure to test every link, form and interactive feature. Also, have at least two people proof the copy.
• Implementation: Once your site is built, the last step is to get it uploaded to your hosting company...and then, re-test everything one more time. Be sure to request a back-up copy of your site's source code and images.
MAXIMIZING YOUR WEBSITE'S ROI
Your website is an investment. To get the best Return On your Investment (ROI), set specific, measurable goals and track your results. If any part of the site is not delivering the results you want, change it! Test changes to copy, graphics, and response forms to make the improvements needed to maximize your results.
David Searns is the President of Haley Marketing Group. He can be contacted at 866.697.3579, or by email at dsearns@haleymarketing.com.
