What would you say is the biggest pain point for startups when it comes to creating a website or maintaining an online presence?
This is a question that I received recently from a young founder. As I gave him some pointers that I have shared with others in recent times, I thought I could share these more broadly here.
Very quickly, when it comes to the website, some of the hurdles are:
– Lack, or absence, of planning beforehand (draw a synopsis of what you want and validate it with others to ensure it makes sense). That’s valid both for the pages you want, the frame of the site and the content (copy, pictures, videos, etc.)
– The risk, if you outsource, to pay a small fortune for something that is far from being worth it
– The maintenance (in general). Are you able to keep it clean, up-to-date and safe, both from a technical perspective (especially if self-hosted) and a content/appearance perspective? I have come across a startup with an agency-made website that features 70+ pages… (the startup sells about 3 main products), cost thousands of dollars, has very poor copy and is not SEO optimised, all while being something that requires specialist maintenance (or, basically that same agency to do the maintenance) because it is so huge and complicated.
At the end of the day, most startups need only a simple, well-crafted site (with a focus on identifying and capturing leads). There are heaps of great, easy-to-use solutions out there (WordPress, Carrd, Google, etc.).
The key point: own your website (even if it’s built on WordPress.com, Wix or Carrd, pay for it and “own” it). Make it your central space and link all your other online properties to it (remember that Facebook, Linkedin, Twitter and all others are only “rented” spaces – if they close shop or ban you tomorrow, you can’t do anything anymore).
Finally, beyond the creation, the biggest pain point is usually consistency. Finding a voice, creating copy, graphics, etc. and being out there, consistently, day in, day out (which is how growth really happens).
This is, obviously, a short answer that I was happy to give. When it comes to more in-depth work, I invite people to follow up at Resumption.com.au.
Also published on Medium.