What Makes a Great Website?

Jim Humphries, BS, DVM,CVJ
President, Veterinary News Network
Veterinarian, Mobile PetDocs
Founder, American Society of Veterinary Journalists
Adjunct Professor, Texas A& M University, College of Veterinary Medicine.

In today's world of communication, and especially marketing,  there is NO question, you need a GREAT web site - not a good one, not a brochure site, but a fantastic highly professional site to reflect the professional image of your practice.   Clients WILL first check you out on the web before even calling your hospital, much less driving to your facility.  The web site communicates credibility, professionalism, caring and should make the viewer really want to visit you!  It is the new phonebook ON steroids and though the pages of a phone book once offered expensive "passive" ads,  a business website changes the game, taking this concept to a whole new level in marketing, communicating, interactivity and branding.

With the speed of technology, at the press of a key or stroke of a smartphone information can be had instantly.  The internet is now the "one stop shop" to find the  necessary facts to make sound decisions in everything from consumer goods to services and even restaurant reservations or doctor's appointments.  With millions of websites on the World Wide Web and your competition laid out beside you - page after page, design and execution of  your site becomes crucial to business success..  A horrible site, one that is dull, unattended, lacks information and never invites a visitor to return, will hurt you or simply waste your time and money.

There is a continued conversation that happens in the world of web development centered on the elements of what makes an exceptional website.  So what makes a great website?  How do we convey the idea of "make it pop" and "give me the "WOW" factor", and yet professionally translate it into an exceptional website that covers the basic elements and still provides the necessary information?

The idea is to rethink the perception of "web site".  Think of the site as the "home" of your company. It is the combination of framework and functionality, with design and aesthetics' that provides the foundation of the public perception of your business. Your website tells the story using a myriad of media widgets and possibilities to illustrate who you are and what you do.  Your website not only needs to be visually delightful and engaging, but informative and clear to make the user return.

VNN has used an award winning developer for the past seven years.  Infront Webworks.  They have made us an offer too good to turn down and one I must pass along to you.  They will develop a web site for your practice second to none and at a third the price of a similar site.  This is because they know us, they are expanding and want to earn the business of VNN members.
 
But Wait There's More!!  (I could not resist).  The site Infront will make for you WILL INTEGRATE VNN CONTENT SO IT WILL TAKE MUCH LESS OF YOUR TIME TO POST AND CUSTOMIZE ALL VNN RESOURCES!  The number one problem I hear from members is that while our material is fantastic, they just don't have the time to customize it and post it.  Infront has the solution...a beautiful site with automation that will keep it dynamic  for you (with your control)!  WHAT MORE COULD YOU WANT?
 
A site like this would typically run about $15,000.  However, for VNN members they are offering the site plus the integration for $4,500, and even a payment plan to boot!  I can tell you, and I place my reputation on it, this is one heck of a deal and will save you time as well!!  

If you are interested, I've attached their formal proposal.  You can contact them directly or if you are more comfortable, contact me or Tom and we'll introduce you.  

If you want to dig a bit deeper, here is some more information on Infront and how they will work with you:

Infront Webworks has a different approach than most when it comes to website design. There is a process they take their clients through, to ensure everything possible is done to produce something that represents your practice in dynamic style.

They begin with a questionnaire. They map through the questionnaire a series of queries that prompt thought and provoke deeper thinking into the platform of the business and the growth objectives in garnering more business.  They ask probing questions that might not have been considered otherwise and that teach you to think outside your comfort zone and consider greater possibilities.

From this point, they assign a Project Manager, and Designer and strategize in a kick off meeting with you (via telephone conference). They will pull up ideas and screen images from the World Wide Web and website designs, and then discuss your preferences and identify your style and desires for the website.  They pose the questions that include the overall layout, navigation structure, optimizing the site, including special functions such as search capabilities and social media integration, for example.  They also know veterinarians as not only did they build VNN's site, but my new practice site as well.   

Infront creates the environment and takes the approach of the "old School" advertising agency, in producing mockup's of designs and providing the client an exact replica of what the site would look like based on that design.  The Infront client is, therefore, at the helm of the design and assured he/she will get exactly what they want in brand representation.  They firmly believe that the design behind the site, display, colors, fonts, logo all play an integral role in the site performance and the reception of the user. This stems from their designer's understanding of your business goals and objectives to convey your message or information.

Infront Webworks operates on the simple principles that a website should be beautiful and aesthetically enticing. The site should always have a clear call to action, such as "make an appointment" or "find out more".  A great website should have a manner by which to reach the business, through contact forms, or contact information present on the site.  There should always be a "help" or FAQ segment.  The content or text of information on the website should be written well and professionally, adding credibility to the business, and possess a feel or look that clearly identifies the company and the message.

There is no right or wrong in the world of design. It can be subjective. What I recommend is that the elements be considered as a basis for an exceptional website, and that your practice and brand stay true to your foundation.  From here the possibilities are infinite.

Add to this the outstanding price offer and the VNN material integration and you should have an easy decision on something that probably has more to do with your practice image than you will ever realize.
 
To get more information, email Andy Meng at Infront or feel free to call or email Tom or me and get this process started.  We even have a short "white paper" proposal for you to review. It takes a while, but just like the design of your building or your logo, it is EXTREMELY important.

Until next time...

Dr. Jim