It is vital to have an online platform presenting the SME’s services and products. Here are some tips for creating a successful website.
A large number of sales in the physical world are influenced by the internet. But some SMEs do not have a website, which is a serious mistake. Web users browse search engines day and night to find products and services. Companies not on the internet risk leaving the way clear for their competitors.
Choosing your domain name
A company must appear under a single identity on the internet, whether on its official website or on social networks. A combination of names may well lose potential customers. The SME needs to quickly find out whether the name it wants to use online has already been acquired by another company. Websites like www.switch.ch, www.name.com or www.godaddy.com help companies find out which domain names are still available. It is better to favor suffixes such as “.com” or “.ch”, which are more commonly visited than “.org” or “.net” domains.
If the required website has already been acquired by someone else, it is often possible to buy it. This process can be lengthy and costly. Adoption of an alternative name, referring to the company's values and/or services, can prove effective. For example, Suisse Tourisme has opted for the original name www.myswitzerland.com.
Creating a website
If the company's goal is to create a simple website, it is possible to ask an employee with basic IT knowledge to do this. Development platforms such as WordPress, Weebly, Yola, Wix or Aboutme are inexpensive and effective solutions which are easy to use. If the company wants to produce a complex, dynamic website, using the services of a professional is recommended.
The key criteria for a good site
A quality website must:
- Present the services and/or products supplied by the company.
- Give the opening hours, phone number, postal address and email address of the company.
- Convince the customer of the quality of the services and/or products supplied by the company.
- Use effective keywords to describe the website, which positions it high up in search engine results.
A guide to help SMEs create their website has been produced jointly by the Federal Office for Communication (OFCOM), the State Secretariat for Economic Affairs (SECO) and the association InfoSurance: