Welcome to 2016! As you work toward the goals you’ve set for your business this year, the effectiveness of your company’s website will play a key role in how well you achieve them.

That’s because, before shopping, four out of five consumers will conduct research online. You may never talk to these people, so your website must be able to tell your story. An effective website brings you business and builds credibility with potential investors.

Websites don’t need to be expensive or complicated. With platforms like WordPress, Wix, Squarespace and Weebly, no coding is needed. You just pick a template design you like, and fill it with your own information. Buying a domain name is the only necessary expense.

Your website should answer these important questions:

• What does my target audience want to know, and where do they expect to find it?
• What do I want my target audience to know, and how can I best illustrate that?

Customer experience accounts for 90 percent of a successful transaction, so you want customers to have a good experience when they visit your website. That means putting the information they want where they can quickly and easily find it.

The type of business you run and the type of customers you want will determine what people should see first when they visit your website. For example:

• Small-scale retailers should prioritize location addresses, contact information and a list of products/services.
• Large-scale retailers with shipping capacity should prioritize ordering information and a list of products/services.
• Business-to-business companies should prioritize products/services and testimonials, as well as contact information to generate leads.
• News and information websites should prioritize the latest online content and where consumers can purchase upgrades.
• Donor and membership-based organizations should prioritize ways for consumers to donate, become a member or volunteer.

Additional information you should put on your website may include your awards, blogs and industry analysis, where to follow you on social media, and any incentives you offer.

The last and most important step is making sure your website works on all types of devices (desktop, laptop, tablets and smartphones) and each of the four major browsers (Chrome, Safari, Firefox and Internet Explorer).

Many consumers now go through the entire purchasing process, from research to transaction, on a phone or tablet. Making your website mobile-friendly is key. In fact, if your site isn’t mobile-friendly, it will rank lower in Google searches. That means your website will be much harder to find by people searching for your type of product or service.

Finally, once you’ve got your website up and running, track how people interact with it. Free tools like Google Analytics will tell you the most popular content on your site, how many people looked at it, and more. You can use this information to refine your website over time.

By 2020, consumers will manage 85 percent of business relationships online without interacting with a human. In four short years, customer experience will become more important than price and product in making your company stand out from your competitors. Start using these tips now to make sure your customers have great online experiences with your business!

Loudoun Economic Development wants Loudoun companies to grow and prosper in the new year. Let us help you with business formation, location and expansion. Email us today or call 1-(800)-LOUDOUN.