Before we get into the three main points...
Let's discuss a couple of things that you need to consider before you start your business and your website...
Tell A Story
When thinking about what to put on your website... consider telling a story with the photos or illustrations that you use.
Allow your customers to view your history through art, let them have a sneak peek behind the curtain of your life and the journey you have taken to get to this point.
Let them see the hard work that goes into the product that you make or the long hours you spend infront of the computer.
For example, the image of the pasta being made, shows the viewer that you are serious about the quality of your pasta so you make it from scratch (now you may not make the pasta yourself but you only source the best ingredients for your pasta dishes)
Showing us a more personal side to your business makes your customer feel like part of the family... and no one wants anything more than to belong. Subconsciously, you are giving them that feeling.
When it comes to your product, the way you photograph it is rather important.
It's best to consult a professional as they will be able to advise you on how to properly showcase your product.
If you are providing a service and not a product, you can always use royalty free images to showcase your work.
I recommend Pixabay, www.pixabay.com they have countless photos for you to use, royalty free.
Knowing Your Audience
You need to define who your customer is, this will help you decide how to market your product/service, it will help you know how to package you product and how to interact with them on a personal level.
The most important thing to remember is to be relate-able to your audience. Because if they can connect with you on a personal level, they will be more inclined to use your service or products. They will see you as a friend more than a sales person if you make yourself approachable and your product/service convenient.
Always have your customers desires at the forefront of your mind.
Now onto the main topics...
Let's discuss what is important for your business and your website...
The uniqueness of your product or service is what will set you apart from all the other businesses out there.
Consider, why you should provide such a service or product?
Consider, how you would display or present your alternative offering and how would it be received?
Packaging is just as important as the product itself. Because if you are asking someone to spend money on your product, it makes them feel special to get a small gift or hand written note along with that gift. Not to mention how wonderful it is to receive a clean pristine box with your product inside, it kind of makes you feel like you are receiving a gift on Christmas morning.
Just look at Apple and how they package all of their products... clean, white and sophisticated. The whole product, from the packaging to the product itself screams professionalism and class.
When it comes to a service you provide, well what do you know, your customer would like one very specific thing from you above all else... good service. Nothing turns peoples opinions about your company like a bad service, and I can promise you, word of mouth is no longer just face to face gossiping, oh no! it's now available on the internet for everyone. So be cautious, and be smart about your product or service.
Without customers, you have no business.
I have discussed in previous paragraphs how to be more approachable to your customers.
How can you get intouch with them without seeming like a pesky sales person?
Well, if you know who you are marketing to, you will learn how to approach them as a friend, rather than someone who wants to just sell them something.
Think about your customer, is it a he? a she? Are they adults? or Senior citizens? what about teenagers or toddlers?
Get down to the smallest detail about this person, because then you are not looking them as this big mass of money, but as a human.
A human who plays guitar or paints wildlife. A human who lost her sister recently, or someone who hates his boss. These little details give us a window into what this person cares about, what they would be willing to spend their money on.
Because one person might be willing to purchase a Gucci suit or handbag but wouldn't care too much about which brand of juice they buy. Understanding your customers desires, you will understand better how to market to them.
Marketing is not for all of us.
We can't all be social marketing guru's like Gary Vee, but we can decide, from the beginning, what we want to achieve with our brand... what is the end goal?
Because you can't move your business forward if you don't have an idea of which direction it needs to grow in.
In todays modern era, where using social media to show off your product is normal, you have to be creative when it comes to marketing yourself and your product.
There are people who offer services to do all your social media marketing on a regular basis, there are people who offer to do your websites, they even offer to run your LinkedIn account to help network your brand.
But, before you decide to get involved with any of these people, you need to have a clear understanding of how you want your brand to look or feel to other people.
Once you've figured that out, you will be able to make sure you are involved with the right support team to help bring your vision to life.