Gone are the days when businesses could get by without a strong internet presence. In 2024, how does a burgeoning entrepreneur go about building a website?
Technology has advanced to the point that even brick-and-mortar businesses need to have an online presence to prosper. While the traditional criteria for success are still relevant, for example word-of-mouth marketing and building brand credibility, it is fair to say that modern business requires a modern touch.
For new or inexperienced entrepreneurs, it can be a tricky business designing a website that is fully operational and adequately projects company goals and values. But when it is done correctly, the benefits, such as increased consumer reach, improved market competitiveness and streamlined data analytics, can significantly boost a company’s profile.
So, what basic steps and skills do you need to take to build and grow your business website?
Plan
When you make the decision to build your own website from scratch, the planning stage is critical and should not be overlooked. The plan is essentially your roadmap, guiding you through the process and keeping you on track, so at the end, you have a functional website that resembles your vision.
This is the point at which you should calculate your budget, including discretionary expenditure for unexpected costs. You should also make note of your primary objectives, your target audience and your unique selling point (USP).
When this is done you should secure your chosen domain name, pick your website builder (more on that later), choose your design elements and create sections or labels for core aspects of the website. It is also a good idea to have a few pieces of quality content prepared in advance and ready to go live once the website has been built.
Part of the reason why the planning stage is so important is because many of the decisions made here could have a long-term effect on the overall success of the website. For example, if the domain name is misleading, it won’t attract the right audience, and similarly, if your USP is muddled, consumers may also find the marketing to be confusing overall.
Website builders
Website builders can be an immense help to entrepreneurs who are new to website building, as they are tools that allow you to set up, design, personalise, publish and manage a website without having to use code. Popular platforms include Squarespace, Wix, Shopify and WordPress.
Previously, creating a website involved having a knowledge of code and while this is still an incredibly useful and worthwhile skill, for tech newbies, it is a lot to get your head around. As it often means you don’t need to hire external help it can also be more cost effective.
To get started, you can install an application or use the online version that doesn’t require you to download the software. Then, using templates and easy drop-and-drag features, you can customise the website in no time at all, massively simplifying what has the potential to be a complicated and labour-intensive project.
Once everything is designed as you like it, consistent maintenance and updates keeps it all ticking over. Different companies offer unique website builder content, so if you are considering using such a service to promote your own venture, it can be helpful to take advantage of free trials, to see which application best suits your vision.
Payment technology
If you are selling a service or product on your website, it is vital that the appearance and usability of payment features are efficient and inspire confidence in the consumer. A regular design flaw, such as mislabeled sections or incorrect colour formatting may not deter a customer in the way that a seemingly untrustworthy payment system would.
These days, people are extraordinarily careful about online financial actions, therefore, easy-to-use, streamlined, credible payment features are an absolute must. Depending on the particular needs of your business, there are a range of payment systems to choose from.
For example, if you want your business to redirect the transaction to the bank for processing, as an intermediary of sorts, then a payment gateway would be ideal. If you would prefer a classic payment system that transfers money from the buyer to the seller via a protected processing centre then you should consider an internet acquiring service.
There are a number of factors to consider in relation to the installation of a payment feature, such as the international reach of the system, transparent fees and charges, security and compliance and if the option you selected offers tech support.
Once you register on the payment platform’s website and your integration application is approved, you can choose your own method of integration, which will be provided to you by the payment service.
Popular options include a payment button, which makes simple, quick transactions with minimal navigation, or online invoicing that generates and issues invoices via email or social media.
Testing and maintenance
To ensure everything looks and operates as expected, thorough testing is required. Key focus should be on UI (user interface) and UX (user experience), via usability testing and a website audit, which will indicate how users are interacting with the site and determine if the website is optimised to reach traffic goals.
Once you are live, you should make use of SEO and analytics to ensure you are reaching your target audience. Word of mouth, social media and traditional forms of media are also great ways of promoting your new venture, with options for all, regardless of your budget.
With a website, the work never really ends as the site will need constant updates as technology advances, but if you develop a routine that incorporates regular audits then progress can be iterative, rather than a large project undertaken once or twice a year.
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