NICHE FEATURE
Websites: what good looks like A web designer shares what your website wishes you knew about it WORDS BY KERRY SMITH
I
can’t see this internet thing taking off,” said John Cooper in 1991 when his uncle, who built NASA satellite components, showed him the World Wide Web for the first time on this newfangled thing called a ‘laptop’. It, of course, wasn’t too long before John ate his words. Today, John runs the Leicester franchise of web design company It’seeze. John launched It’seeze Leicester in 2015 and celebrates its sixth birthday this July. He previously spent nearly 20 years working for National Grid, looking after their websites and intranets, which took him across the pond coaching his American colleagues to do the same. John’s also been a radio presenter in Spain, a parish councillor, owned a marketing business and is a qualified printer, but has primarily built websites for over 25 years. These varied experiences make him his unique selling point. “My website opens with a picture of Old John at Bradgate Park; then goes to a picture of me; from one Old John to another! We work on the premise that every client receives a personal, local service,” he told me. Since the start of the pandemic, John now updates his
medical and dentistry clients’ websites for free, so they can focus on their vital work. He also designs websites for hotels, equestrian centres, health and beauty businesses, trades, and many more, including celebrity chef Kwoklyn Wan and Eastenders actress Tanya Franks. Sharing his top tips, here’s what John says you need to know about your website. It’s like a car Buying a website is akin to buying a car. You learn how to drive a car, you learn how to use a website’s content management system. A car has a destination, a website has objectives. You power a car with fuel, you power a website with search engine optimisation (SEO). A car needs a service and MoT, a website needs a refresh and security checks. It needs updating If your content is out-of-date, potential customers may click away before getting to know you. John explained: “I’m always updating my current website, which was rebranded just a year ago. Things have moved on since then. Technology and trends change daily.”
IF YOUR WEBSITE DOESN’T KNOW WHAT IT’S SUPPOSED TO DO, NEITHER WILL YOUR CUSTOMERS
It needs a purpose Should your website simply raise your company’s digital presence? Or do you have a product to sell? Or are you an electrician who needs quick contact touchpoints? If your website doesn’t know what it’s supposed to do, neither will your customers. Websites should convert visitors into prospects. It should be taken seriously A website should be part of your business plan, which could include digital and print marketing for a joined-up user experience. Think of your website as an employee. What are the goals of your website, and how will you measure its performance? How can it improve? It wants to stay cool and current Do you update your content regularly, and do your site photos reflect you and your business? Do you have testimonials? Does your website meet accessibility guidelines? Visit John’s website to see what good looks like at itseeze-leicester.co.uk.
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