The decision to invest in an online presence for your business is no longer in question. The challenge now is more to do with how to differentiate yourself online, how to stand out from the 'cyber crowd'. Ideally, what makes you unique and engaging to your customers offline should be reflected just as effectively online.

The rise of social media has opened new and exciting opportunities for bringing businesses closer to consumers – but ultimately your website should also 'speak your customers language'. The following guidelines are designed to help you to develop a website which communicates effectively with your target audience.

1. Start with the End in Mind
Your first consideration starts before a line of code is written. What's the purpose of your website? What do you want to achieve by investing in an online presence? If you do not know what you are looking to achieve then it will be very difficult to be successful.

Starting with the end in mind will positively impact all areas of your website, from colours and layout to the creation, and even the positioning of your content.

2. Know Your Audience
Your website content, imagery and even colours can help make you more engaging to your customers. Get it right and you're sure to create that all important good first impression. Get it wrong on the other hand and prepare to be ignored.

A little research and consideration given to what appeals to your intended audience will help guide the 'look and feel' which will enhance your online presence, making a significant difference in your ability to speak your customers' language.

3. Making Your Content King
Now you're ready to get creative. With web technologies advancing at an impressive rate the number of imaginative ways to connect with your audience continues to grow. Each of the following platforms can be adapted to appeal to – and engage – any audience:

• The obvious first, well written, easily digestible copy
• PDF downloads for perfect printing (and reading later)
• Video content – which opens a myriad of content ideas by itself
• Social media platforms
• Animations
• Podcasts – and the video equivalent, Vodcasts
• Webinar and other forms of online presentation
• Slideshows with or without audio accompaniment

Just as importantly as the 'how' however, is the 'what'. Content is still king, so think quality over quantity when planning your message and don't be afraid to let your creative juices flow a little.

4. Remember it's a Conversation
An important part of connecting with your audience is to think dialogue rather than monologue. A website that never changes provides little reason for your audience to return after the first couple of visits. A blog is an ideal medium for publishing customer focussed content on a regular basis. Used well, a blog will also enable you to incorporate social media platforms to engage your audience above and beyond your initial content.

Critical to publishing customer focussed content on a regular basis is a well thought out content strategy. Simply put, this consists of a plan to regularly source, prepare and publish content designed to attract and engage your customers.