Following on from last week’s post that asked “Is your website Networking-ready?” where I talked about how sometimes the great impression you have of someone from meeting at a networking event can be undone by the quality of their website, here’s five top tips to make sure your website is networking ready.
1. Does your website collar match your business card cuffs?
You’ve handed over your brand new business card resplendent with a tasteful thickness, subtle off-white colouring, raised lettering in a Romalian type AND a watermark (thank-you Patrick Bateman ) and it looks THE BUSINESS.
The recipient visits the web address on the card and views a website that’s bland, characterless and littered with clipart logos, stock images of models having a jolly business meeting.
The credit at the bottom will read something like “Website provided by GabWaB Free Websites!” and it will look every inch the $5 a month you’ve deemed appropriate to spend on this vitally important marketing channel.
Now, I’m not saying an effective web presence can’t be achieved for next to no expenditure but whether the marketing materials are physical or online, it’s vitally important that they are consistent right across the board.
2. Test your site
Does your website load quickly? Are there any broken links? Do all of the site features work?
Prior to networking, you should make sure your website actually works properly. You (should) know your website inside out but why not approach it as a first-time visitor and try to break it?
Have a go at sending yourself an email via the enquiry form, view all your images in your portfolio, check for spelling mistakes, search for broken links and carry out a website speed test. Aside from the obvious SEO benefits for a website that loads quickly, a quick website will more likely engage a potential prospect.
3. Avoiding the acrid stench of content stagnation
A common question at networking is “Are you busy at the moment?”
If your answer to this is YES then make sure your website reflects this.
Links to Facebook and Twitter accounts that haven’t been updated for months, lack of recent news or blog entries, a rarely updated clients or portfolio section or a staff profile page where you can quite literally see dead people all point towards the opposite of a busy, dynamic and thriving business that you want to promote.
If you struggle keeping social media channels such as Facebook and Twitter up to date, put them on ice (or at least remove the obvious links from your website) until you can give them the love and attention they deserve.
4. Minimising the impact of “cobbler’s children syndrome”
The story goes that the kids with the worst shoes in the village were the cobbler’s children because he was so busy making all of the other kid’s shoes look nice that he neglected his own.
Of course, it’s right that clients should come first and we’re all guilty of neglecting our nearest and dearest bits of web presence at some point or other but if you do find yourself offering advice to people you meet, try to make sure your content reinforces rather than diminishes your proposition.
5. Relevant content
Whilst we’re on the subject of content, does your website content accurately reflect the areas of business that you want to promote? Where you offer more than one service or cover more than one sector, try to make sure your website has content that is relevant – especially if you are talking about that sector or product to people you meet on the networking circuit.
The best way of showing off your expertise within a specific sector is by including case studies and testimonials that will resonate with potential clients. If your website content bares no relevance to the conversations you’ve just had with a potential client or partner then that could amount to a serious waste of time and an opportunity.
Anything I’ve missed?
I think I’ve covered the main points that can let your website down after a successful networking event…can you think of any more?
