Without an online presence, little happens in the industry. (Photo: © georgejmclittle/123RF.com)
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August 1, 2022
The first impression counts. And it begins even before the customer visits – online. Your digital presence is therefore more than just a virtual business card.
The coronavirus pandemic has intensified many trends, including this one: Customers are asking friends and acquaintances for recommendations and then checking out the business online before making an appointment. Without an online presence, little happens in the industry.
Younger people usually know this perfectly well. But many a successor to a business discovers that the long-established company is conspicuously absent from the internet . This means that after the takeover, investments in a modern online presence are the first order of business. Ideally, this has already been factored into the purchase price.
The legislature has finally recognized that digital tools become obsolete faster than the old depreciation rules . Therefore, it has shortened the tax-deductible useful life . Since January 2021, the full cost of hardware and software can be depreciated in the year of purchase . This means businesses immediately benefit from the full tax savings when acquiring laptops, computers, or software. Previously, the amount had to be spread over several years. That's now a thing of the past: there is neither a limited useful life nor an upper limit on the acquisition costs . And even better: anyone who has taken over a business that still has residual digital assets on its books can also depreciate these in one go.
Here is the text from the Federal Ministry of Finance!
Operations management
Operations management
Mobility - Electric drives
A professional online presence and social media presence require more than just hardware and software. It costs time and money – depending on your IT skills. Those who enjoy design and are reasonably tech-savvy can create their own website using a do-it-yourself website builder . Workshops are also available. Everyone else should hire a professional – just like customers of tradespeople do.
No matter which path you choose, thorough preparation is essential. This starts with defining what and whom (customers, trainees?) you want to reach with the website. No one can do this work for you. It's helpful to take a look at the websites of your main competitors . This will quickly clarify what you like and what you don't. This way, you'll get a feel for what you want and can then better highlight your own unique features.
Ultimately, it's about the overall structure. " Less is more ," advises social media expert Sue Appleton, owner of the Cologne -based company do loop : "There should be no more than seven main categories at the top of the homepage guiding users through the website." All essential information, such as phone number or email address, should be visible on every subpage. The expert also cautions against letting personal taste dictate the structure and design, but rather to orient oneself towards the typical user habits of the target audience.
Once the new website is finished, it needs maintenance. "This includes regularly updating the content as well as the underlying content management system," explains René Frei of the Düsseldorf media agency iStation. This is unfortunately often underestimated.
To ensure the new website receives sufficient attention online , it needs to be promoted. This includes achieving good search engine rankings , known as SEO, for search engines like Google. There are specialists who focus exclusively on this – you can find them online. They skillfully integrate the most frequently used search terms into the text so that it appears at the top of Google search results. You can also take steps to increase your website's visibility yourself, for example, by registering it with Google Maps. This registration is free. Additionally, a link to your website should be added to your email signature, as well as to all business documents and social media posts.
For those who don't yet have a corporate design, meaning a consistent overall image, now is the perfect time. A professional can help. In addition to creating a website, they can also design matching business cards, invoice templates, vehicle lettering, and of course, the perfect company logo.
✓ Be sure to obtain detailed quotes, listing all costs and services. What will subsequent website maintenance cost? Who will take care of what?
✓ It is important that you receive all access and passwords so that you can change the web designer and/or maintain the site if necessary.
✓ A good brief is essential for every designer. It essentially encompasses the same elements as with a DIY website: defining goals and target audiences, establishing budget and skills, and the desired structure of the pages and the company's distinctive features to be highlighted.
✓ Here, too, professional photos should be considered!
✓ At the beginning Goals, target groups, page structure and content must be defined.
✓ Then select the appropriate system:
✓ Think about professional photos! This is often a problem, and then all the effort is in vain because photos are not sharp, do not convey enough information, do not match the content, or violate security or data protection regulations.
✓ Make sure that the pages responsive are, ie also run on mobile devices.
✓ Maintaining the pages must not be forgotten. This is important both for customers and for Google & Co. Both content and legal up-to-dateness are crucial.
CONCLUSION If you are not IT-savvy, should contact a professional (web designer).
Web designers calculate their effort according to the number of pages required or the time required.
The web designer should also take over the future "maintenance service" of the website.
About the web designer If necessary, ask for all access details and passwords.
construction kits, In addition to internet providers, companies such as Jimdo and Wix also offer services that allow you to create your own websites.
Those who have higher technical requirements and is experienced, a simple content management system is a good option.
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