People tend to assume that because they are acknowledged as the best in their field it doesn’t matter if their website isn’t the best it could be. Nothing could be further from the truth.
We’re a community of consumers that has come to rely on the web for information
I’ll give you an example without mentioning any names. I had heard about a world class hairdresser and wanted to know a bit more about him before I parted with my cash. So the first port of call was his salon website. It really didn’t do him justice.
The copy was full of business-speak
Who talks about “core-objectives” and “directional boutique environments” to people who want a great haircut? This site patently wasn’t written with the target audience in mind. It looks like it was written to impress a bank manager.
The colours were pale and washed out
Pale pink with white text reversed out is very, very hard to read. Why make it difficult for your customers? And, trust me on this, a paler pink text on pale pink is almost invisible. Why would a person do such a thing? Because they don’t know any better or because they don’t care? Either way it put me off.
If you’re good at what you do then your website must reflect it
If you have a cheap and nasty website you can’t expect people to pay $200+ for a haircut. It doesn’t look professional and it casts doubt on your professionalism too. Most people check businesses out on the web these days before they do business with them. This is your surrogate persona and it has to reflect who you are; how good you are and the standard of your services. Don’t sell yourself short.