Experts share their wealth of experience

Your website is your shop window. When you walk past a shop and the display is a mess with dirty windows, what does that tell you about the business? In the service industry, specifically, it tells me one thing: If these people can’t take care of themselves, how can I expect them to take care of me? A disorderly website conveys the same message.

You don’t have to go completely crazy, but the website needs to convey the same feeling to the client about working with you as you would try to convey when you meet in person.

Do be conscious of the details. You can have a beautiful website that comes across as very corporate, and then on the contact me page there is a Gmail address. I can never understand how someone spends thousands of dollars on a website and doesn’t bother buying a domain name for $20!

—Mendy Jacobs, Managing Director, Jacobs & Co.

Specifically, when it comes to the Web, there’s a lot of monkey see, monkey do. It’s important to understand your own objectives and follow the blueprints of your mission statement. What are you trying to accomplish with your website? Are you a nursing home aiming to offer families a feel for the level of care your facility provides? Then make sure your website does just that.

Bottom line, an electrician doesn’t use the tools of a plumber. Make sure you understand your objective and which tools you need for your job.

—Yossi Greenwald, Director, Rayze.It

Determine your website’s purpose. Launching a website is exciting, but is the investment necessary? This depends your company’s profile.

If your main target is in-network leads, those are easier to convert into paying clients, so consider starting with a simple Wix/Squarespace site showcasing your work history. Capturing out-of-network leads requires a strategic website. The average online visit lasts 45 seconds — when was the last time you bought something from someone you’d only met for 45 seconds?

Visitors judge your website’s content and design. Use content that keeps them engaged for more than 45 seconds to have a chance at earning their business. Design influences trust; bad design can signal inexperience. Establish a memorable brand scheme that imprints your brand into their consciousness each time they see your adverts.

Good content should connect with clients’ pain points, showing an understanding of their concerns. Highlight why you’re better, display your process, and add proof through accomplishments and testimonials. Finish with a call to action to give visitors a reason to reach out.

The biggest mistake is relying too heavily on your own opinion. The website is for your customers. Get feedback from outside your circle. At every stage, put yourself in your customers’ shoes and think, “Would I reach out to this company if I didn’t know them?”

—Aron Lev, CEO of Blynk

Your website is one of the most important tools you can use to gain new clients and promote your images. It allows potential clients to quickly and easily view your portfolio, get an understanding of your style, and make contact with you. Consider it the cornerstone of your business, your headquarters. Remember: It’s the only place on the Internet that is all you.

—Yechiel Orgel, Lead Photographer, The Orgel Visual Group

While we primarily started our brand as a wholesale company, we quickly learned the importance of a brand identity. Having a website enables us to present ourselves in the way we want to be viewed and gives customers a chance to see us as we want to be seen. Many customers will use our website as a lookbook to view the line. Then they can go to the stores to feel the fabrics and try the sizing after having a chance to see all that we offer.

—Gitty Gorelick and Leah Svei, Owners, Lil Legs

A company website is essentially a 24/7 gateway to your business, regardless of time zones or business hours. This uninterrupted availability ensures that your business remains accessible and responsive around the clock. It serves as a constant point of contact, allowing visitors to learn about your offerings, make purchases, or contact you at their convenience. A well-maintained website becomes a valuable asset, continuously promoting your brand and driving opportunities.

—Rebecca Schwimmer, Vice President, Compu VoIP

If you’re in an industry where business happens online, a well-optimized website is your prime asset. And truthfully, that encompasses more industries each year.

Still, there are times I believe that it’s more strategic to forgo the website. I’ve seen some service providers do very well when they present an exclusive option, not readily available to the public. They cultivate strong relationships among their networks instead. And many localized service providers know that their clients won’t bother checking if they have a website. A LinkedIn profile or WhatsApp catalog can suffice.

That said, if not having a website is holding you back from taking the necessary steps to build your business, that alone is a good enough reason to invest in a basic, professional site. You’d be surprised at the confidence boost it can give you.

—Nechy Sampson, Marketing Strategist and Copywriter

The best business advice I ever got….

The best business advice I ever got was to separate maaser and give generously, with an open heart.

Hashem says we can test Him with maaser, and recently, I merited seeing instant Divine payback.

4:41 p.m.: I gave a nice amount of maaser money to an important cause.
5:40 p.m.: bing “Congratulations! You have a new booking!”
5:47 p.m.: bing “Congratulations! You have a new booking!”
8:15 p.m.: bing “Congratulations! You have a new booking!”
10:15 p.m.: bing “Congratulations! You have a new booking!”

Right after giving maaser, I received four bookings, after hours, on a random Tuesday evening, from people I had never spoken to before!

—Chayala Fasten, professional resume writer, Resume Pros

(Originally featured in Mishpacha, Issue 1029)