How to create a technology business website that attracts clients

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More and more small businesses are opting for social media pages instead of websites, but for technology businesses, a website and networking remain key channels for attracting clients. In this blog post, we will explore how to create a technology business website that will attract new clients.

Preparatory work for a technology business website

Here is a questionnaire you should answer before getting started:

  1. Who is my audience: is it businesses or individuals? If it’s businesses, what role of an employee in the company interests me? If it’s individuals, what unites them?
  2. What problem does my product solve for the audience?
  3. When are people ready to pay for my product?
  4. What might make them hesitate before making a purchase?
  5. What is my mission in my business: do I want to help, educate, change, or something else?
  6. Where on the internet does my target audience spend productive time? Productive time is when the audience is ready to make purchases.
  7. How will I sell? How should this process work?

Let’s give an example.

You have a taxi app that aims to compete with Uber. Here are your answers to the questions:

  1. Who is my audience?
    • Primary Audience: Individuals.
    • What unites them: Both drivers and passengers seek a convenient, affordable, and safe solution for city transportation. Drivers are attracted by the opportunity to earn, flexible schedules, and support, while passengers seek comfort, reliability, and affordable trip fares.
  2. What problem does my product solve for the audience?
    • For drivers: Provides stable income, flexible working hours, support, and ensures safe working conditions.
    • For passengers: Ensures convenient, fast, and safe city transportation, affordable fares, and quality service.
  3. When are people ready to pay for my product?
    • Passengers are ready to pay for convenient and safe trips, especially when they need to quickly and comfortably reach their destination, for example, during peak hours or in bad weather.
    • Drivers are ready to invest in joining the platform when they see the potential for good earnings and the convenience of work.
  4. What might make them hesitate before making a purchase?
    • Passengers: Lack of trust in the quality of service, safety of trips, and overpriced fares.
    • Drivers: Unstable earnings, high commissions, lack of support from the platform.
  5. What is my mission in my business?
    • My mission is to improve people’s quality of life by providing a convenient and affordable taxi service that ensures safety and comfort for passengers and stable income for drivers.
  6. Where on the internet does my target audience spend productive time?
    • Drivers: TikTok, Instagram (watching videos in their free time, on websites with parts for vehicles, on websites selling used cars. They also listen to internet radio in the car.
    • Passengers: TikTok, Instagram, other taxi service apps, food delivery apps, platforms for watching series.
  7. How will I sell? How should this process work?
    • For drivers: I need to collect their contact information, then I will call them and explain how my service works. Then invite them to the office, where I will conduct training and an interview, at the end of which I will qualify them, and qualified drivers will receive the first five days of work commission-free. I guarantee them compensation from the company if a passenger who chose cash payment does not pay for the trip.
    • For passengers: I will offer them a discount on the first 10 trips and guarantee a refund if the driver is rude or violates traffic rules.

    To make this process work, my app should also be complemented by in-car video recording and dashcam functionality so that I can settle complex situations. Therefore, along with the app, I will provide equipment integrated with the app.

What is your competitive advantage?

After answering these questions, you will need to answer one more – the main one. What is your competitive advantage? In other words, what makes you better than other taxi services. In our example, it’s the guarantee of protecting interests in disputable situations.

Now, let’s move on to constructing the technology business website

First and foremost, you need to determine the technical specifications of the website, and here are some additional questions you need to address.

Big website or landing page?

If users will be making purchases or using the functionality of your site regularly, you’ll need a full-fledged website. If users only submit inquiries and contact customer support, and the main interaction with the business occurs elsewhere, opt for a landing page or a site with 2-3 pages.

There’s a nuance here: if you offer a wide range of services but the site is only meant to collect inquiries, having a big website with one page dedicated to each service makes sense.

For example, JetSoftPro. We operate in a wide range of software development service directions, so our website has many sections and pages, even though it simply collects contacts.

We can choose a landing page for a taxi app because we need only two target actions: leave contacts (drivers) and download the app (passengers).

Website builder or custom-built website?

The choice between a website builder and a custom-built site depends on several factors such as budget, timeline, project complexity, and the need for unique features. Here are some key points to consider:

  1. Website Builder:The advantages of a website builder include quick development, the ability to create a site in a matter of hours or days, affordable pricing with cheap plans and free options, ease of use without the need for programming knowledge, and regular updates and technical support. Disadvantages include limited customization options, dependence on the platform, which can lead to issues if it shuts down or changes its terms, and limited performance for complex projects.
  2. Custom-built Website:The advantages of a custom-built website include full customization with the ability to create a unique design and functionality, control over the project with the ability to implement any changes, as well as high scalability and performance, especially under heavy loads. Disadvantages include high development and maintenance costs, long development timelines, and the need for technical expertise or hiring a development team.

For a taxi app and a landing page, using a website builder would be the optimal solution.

Choosing a CMS for Your Website

The choice of a Content Management System (CMS) for your technology business depends on your specific needs and goals. Here are three recommendations for choosing a CMS:

  1. WordPress: WordPress is the most popular CMS globally due to its flexibility and ease of use. It offers numerous plugins and themes, allowing you to customize the site to meet any requirements. It’s a good choice for those who want to quickly launch a site and easily manage content without deep technical knowledge. WordPress also has a large community of developers and users, providing access to a wealth of resources and support.
  2. Joomla: Joomla provides more advanced content management capabilities compared to WordPress, making it an excellent choice for sites with more complex structures and functionality. It also supports a wide range of extensions and templates, allowing you to adapt the site to specific requirements. Joomla requires a bit more technical knowledge, but its powerful features and flexibility make it a popular choice for many technology businesses.
  3. Drupal: Drupal is known for its scalability and security, making it ideal for large and complex projects. It offers a high degree of control over the site structure and allows you to create very complex and business-specific solutions. Drupal requires significant technical knowledge for setup and management, so it’s best suited for companies with access to experienced developers.

You should also be aware that there are CMS platforms specifically tailored for individual business niches, such as e-commerce platforms, and many companies offer integrated solutions, such as CMS+CRM.

For our taxi application, which we are creating in a website builder, we will use the CMS linked to the builder.

Creating content for the technology business website

Now that we’ve completed the preparatory stage before creating the technology business website, let’s move on to creating content. Remember the questionnaire from the first section? Based on the answers, you should prepare the text.

  • Your mission should be reflected throughout the site. If you want to make your customers’ lives more convenient, the site should be user-friendly, from filling out forms to searching the site and all other actions.
  • Your competitive advantage should be your main message. Use it in calls to action (CTAs) and repeat it several times on the homepage in different combinations.
  • Describe one main advantage of your product on the first screen (the part of the site visible without scrolling, immediately after entering), and describe the others slightly below.
  • Add these content sections to enhance the effect:
    • Customer reviews
    • Description of product operation
    • Product and service video reviews
    • Interactive element: discount calculator or game
    • Your ratings and awards
    • Company contact information
    • Team members’ profiles
    • High-quality photos and videos of products and services

What about the design?

Color and shape impact your client’s perception as much as text, or even more. You know your target audience, so choose colors and shapes that will appeal to them.

How to achieve this:

  1. Look at the content they consume online. Use typical colors and shapes as a reference but strive to make your website more beautiful and aesthetic than average.
  2. Identify common elements on your competitors’ sites. You should adhere to these rules, but also differentiate yourself in what sets them apart from each other.
  3. Regardless of your audience, make buttons and other active elements (e.g., mobile app download icons) big, noticeable, and user-friendly.
  4. Avoid information overload. Leave space for exploration to encourage users to learn more about you without overwhelming them with information.
  5. Publish content about your business outside your website, such as on social media, YouTube, and forums if appropriate. This will create the impression of a well-known and reliable company.

5 more tips for making technology business website attractive to clients

  1. Utilize personalized data-driven content. Integrate analytics and machine learning systems to collect and analyze user data. Use this information to create personalized content and offers, increasing engagement and conversion.
  2. Implement a chatbot or an AI assistant. Modern technologies can significantly enhance the user experience by providing instant answers to customer questions and helping them find information faster.
  3. Incorporate animation and micro-interactions. Animation and micro-interactions make the website more dynamic and interactive. These elements can guide users, suggest actions, and improve the overall interface perception.
  4. Use data and analytics for continuous improvement. Implement deep data analysis systems such as cohort analysis and conversion funnels to regularly assess your website’s effectiveness and make improvements based on real data.
  5. Develop a storytelling-based content strategy. se storytelling approaches to create content that tells compelling stories about your brand, products, and customers. This will help establish an emotional connection with your audience and increase loyalty.

Read: The Free JSP Guide: All About Marketing Budget for Tech Startups

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