“Internet presence is one of the key drivers of the buying behaviour of modern consumer market. An internet, or online, presence can be defined simply as ‘any existence of an individual or business that can be found via an online search.’” [Read more: How has the internet influenced consumer behaviour?]

It is no longer possible to run a business without a digital presence. The foundation for that digital presence is, and should always be, the business website. The evolution of technology has brought with it a profound evolution in consumer behaviour. Consumers now scrutinize every potential product or service provider through the internet. It has been found through many studies, that if a potential consumer can not find a website for the business they are looking at, they will pass over that business in favour of a competitor who does have a website.

A website not only helps a business market, promote, and sell their products or services, but is also distinguishes them from their competitors in their own voice and character. Consumers look to your website to discover who and what the business is, and judge whether they want to do business with you based on what they find.

A professional website, populated with not only the products and services of the business, but also useful information such as the location of the business, operating hours as well as useful and engaging content, will give a business an edge over their competitors and establish themselves as an authority in that field. [Read more: What is content marketing?]

But building a website should not just be a point on a checklist, it should be designed with careful thought and planning. After all, all digital advertising campaigns, including social media advertising, should have a solid base to which it can point back. The website serves as the focus point around which all other marketing pivots. Designing a website with marketing in mind is the next evolutionary step for a business to reach the new consumer market. [Read more: Funnelling sales in the new digital era]

Here are some fundamental considerations when designing a marketing-enabled website:

1. The website must be attractive

The switch to digital “window-shopping” has intensified the requirement that a business or product should be visually attractive. Unattractive, boring websites result in quick bounce-backs to the search results page. Keep in mind that a browsing, potential consumer will base their interest on further interaction with the business based on what they find on their website. The website should unambiguously communicate the business’ character, standards, and professionalism.

2. The website should be consumer-focussed

In reference to the above, many businesses make the mistake of designing very impressive websites that are not only not user-friendly, but not populated with the information customers want or need. Build on what is known about the average customer to the business, provide the information that is generally enquired and provide answers to questions to regular questions in a way that speaks to that customer.

3. Communicate simply and clearly

As marketing is the conduit through which a business communicates with their customers, and a website is the central point to that communication in the digital era, the style and tone of communication should promote a business. Clear, concise communication is key to making your business accessible, and your products and services understandable to customers. Avoid industry technical terms and jargon to will not be familiar to the customer. Information should be easy to access and understand.

4. Mobile first

In South Africa it is estimated that up to 80% of consumers access the internet through their mobile devices. Makes sure that a website is adaptable to the small screen. (This is also an important in Search Engine Optimisation (SEO). SEO is the process of growing web traffic by increasing the visibility of the website.)

5. A website should never be static

A website should never be designed and left static. It should regularly be updated and refreshed with new content, photos, products or services and other useful information.

6. Make it authentic

Another great driver in the new market is the consumer’s expectation of authenticity from business. No longer a mere desire, customers expect realism and truth from any business they consider – including a realistic representation of the business, its premises, and the people they will be working with. Avoid using stock imagery, rather opt for photos of the actual team and premises of the business.

Consulting with an experienced marketing firm specialising in content and communication marketing is always a valuable first step when moving into the digital sphere, or when refreshing an older model that no longer yield the required results.