Customer access in Corona times: Online first

The coronavirus crisis has created a new risk for businesses: social distancing. This makes a strong digital connection to customers more important than ever.

This article is part of the special feature GründerNavi – for founders and young companies

Customers often come through recommendations and research online beforehand. Therefore, a professional online presence is absolutely essential . Even in normal times, how a business presents itself on its website and social media is crucial. In times of crisis, digital business cards take on an almost existential importance.

The homepage plays a central role. For example, an online shop can be integrated here , which makes varying degrees of sense depending on the trade, in order to generate orders despite social distancing . Those who have enough time and enjoy design, and are also reasonably IT-savvy, can create their homepage with a do-it-yourself website builder . Workshops are also available for this. Everyone else should consult a professional.

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 look at the websites of your main competitors. This will quickly reveal 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.

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Creating a page is the first hurdle, maintaining it is the next

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 (SEO) on websites like Google . There are specialists who do nothing else – 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 . 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.

If you don't yet have a corporate design, i.e., a consistent overall image, now is the right time. A professional can help. They can create not only a website but also matching business cards, invoice templates, vehicle lettering, and, of course, the perfect company logo.

CHECKLIST

Web designer

• Submit offers, listing all costs and services. What does the subsequent maintenance of the site cost? Who takes 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.
• Make sure you use professional photos and image rights!

CHECKLIST

do-it-yourself

• At the beginning, goals, target groups, page structure and content must be defined.
• Then choose the right system: Modular systems are suitable for almost everything, from creating a kind of virtual business card to a comprehensive website with a picture gallery, photo slideshow or online shop. 
• For those with more complex technical requirements, such as multiple access points for different teams, a content management system (CMS) is recommended. Depending on your skills, almost anything can be programmed with this system. 
• Think about professional photos! This is often a problem, and then all your efforts are wasted because photos aren't sharp, don't convey enough information, don't match the content, or violate security or data protection regulations. 
• Make sure that the pages are responsive, i.e. that they also run on mobile devices. 
• Maintaining your website is essential. This is important both for your customers and for Google and other search engines. Keeping the content and legal information up-to-date is crucial. 

CONCLUSIONKitsIn addition to internet providers, companies such as Jimdo and Wix also offer services with which you can create your own pages. 
CMS: For those with higher technical requirements and experience, a simple content management system, such as the free WordPress, is a good option. This system should be checked regularly for updates.
Web designer: If you are not IT-savvy, you should contact a professional. 
Costs: Web designers charge based on the number of pages or the time spent.
Care: The professional should take over the future "maintenance service" of the website.
Login: To be able to change supervisors in an emergency, ask for all passwords.