Creating a powerful and productive website is as easy as 1, 2, 3! (Well, actually, there are seven steps, so let’s get started!)

STEP 1: STATE YOUR INTENTION AND MAKE GOALS

A truly stellar website is built with intention. So start the process by writing down your goals. What do you want your website to do for you? You will have primary and secondary objectives.

STEP 2: DECIDE ON THE WEB PAGES

Once you have written your objectives, you can rough out your website. Most small business professionals in the service industry can get by with four to six pages. At a minimum, you’ll need a home page, a services page, an about us page, and a contact page. If your budget allows it, you should consider other pages that will help your clients understand more about you, such as a Testimonials page and a Portfolio page.

STEP 3: WRITE THE TEXT OF YOUR WEBSITE

The next step is to start writing your website text (also known as “copy”). You can do it yourself if you enjoy writing and have a good command of grammar, punctuation, spelling, word flow, and compelling statements. If you’re not a stellar writer, it may be a good idea to hire a copywriter. When creating your web copy, always keep your target market in mind. What would make them want to work with you? What do they need most? Why are they visiting your site? What kind of information can you provide them that is interesting and relevant to them? And while this may sound basic, make sure your site tells visitors who you are and what you do.

STEP 4: DESIGN YOUR WEBSITE

Your website is your company’s showcase and should look professional and display the right image. It must have the perfect combination of fantastic visuals and technical functionality. If your budget doesn’t allow you to hire a designer, you can do it yourself, but keep it simple. Companies like GoDaddy.com offer website templates that you can use, or you can buy a program like Dreamweaver or Frontpage to create a site from scratch. You will need to purchase your domain name as soon as possible. GoDaddy.com has very affordable rates, under $10 per year per domain name. You will also need to find a website hosting company, which will probably charge you per month to “host” your website files. Shop around, because prices really do vary. (Or use the FREE website hosting company I recommend in my Practical Guide to Planning Websites with Purpose.)

STEP 5: PAY ATTENTION TO DETAILS

You’ll want your website to be easy to navigate, quick to load, and easy to read. Fonts, colors, photos, graphics, and links can make or break the success of your site. Don’t forget to make it accessible to everyone, including people with disabilities. Visit http://www.w3.org/WAI for a list of guidelines on how to create websites that are accessible to as many people (and systems) as possible.

STEP 6: OPTIMIZE SO SEARCH ENGINES CAN FIND YOU

Search engine optimization (also called SEO) is the process of improving the volume or quality of traffic to a website from search engines (such as Google and Yahoo) through free search results. Your goal is to appear earlier or higher in a search engine’s results list, because most people visit the first websites that appear as a result of their search. Your web designer should optimize your website for you. If you design your own site, you’ll have to do it yourself. For example, your website should have hidden code that lists your “meta tags”. This includes keywords and phrases that your target market will use to find your type of business through search engines. Also, add new content regularly. This will improve your ranking. Consider adding a blog within your site and update it at least twice a week. (More helpful tips on optimization can be found in my Practical Guide to Planning a Website with a Purpose.)

STEP 7: EVALUATE AND UPDATE YOUR SITE REGULARLY

Put it on your calendar to thoroughly review your website on a quarterly basis. Make sure that all external links continue to work, that all your contact information remains accurate, and that the site reflects the services you offer. Consider your website a work in progress. A great website is your best marketing bet, so take the time to get it right!