A business’s website is often its introduction to potential customers. And as the cliché goes, “You only get one chance to make a first impression.” Making it a good one is vital to the success of your business.

The fact is, more and more people are researching products on the web prior to making a purchase. By some estimates close to 90 per cent of consumers research products online before buying them — whether online or at a brick-and-mortar business location (one reason why, if you’re in retail, including your street address and phone number on your webpage is fundamental). The same dynamics are true for service providers as well. Internet research is simply becoming ever more deeply woven into daily life.

So, having a website that is your “hello” to the world is now an initial step towards commercial success. And like a firm handshake and eye contact, a website should make a good impression and inspire confidence in your business. A clunky, visually unappealing webpage with poor graphic design will do quite the opposite.

A well-designed portal that is built on good search engine optimisation (SEO) principals will not only help create an appealing brand, it will also increase the chances that potential customers will find you via their online searches.

The trick is, whether you have an in-house website team or not, your webpage should look (and function) like you do. That’s where BWS Marketing Solutions, a web design firm based in London, can help.

We can create a professional website — both in appearance and function — for any sized business. Our work will include strong imagery, quality content, and easy navigation that communicates to potential customers that they want to do business with you.

A website is a foundation for a business’s entire digital marketing strategy. Advertising, social media campaigns, and email marketing will all have your website as their endpoint. That destination needs to create a positive image for your brand and tell customers clearly what you have to offer. If you are a retail business, it needs to empower customers to purchase your products easily and quickly.

The bottom line is that the way consumers shop — both how they make purchasing decisions and the methodology of the actual purchases — is transforming as the Internet evolves and becomes more and more integrated into daily life. The Internet of Things (IoT) — with devices such as voice-activated tech (Siri and Alexa, for example) — and artificial intelligence that analyses user data and then guides their online searches will continue to transform the realities of marketing. To be well positioned in the modern commercial landscape a modern webpage in a necessity.