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Web Site 101
reating a web site for copy them, but to see what is
your business doesn't have working well and what is not. It
to be an overwhelming task. will also allow you to do be
In fact there are thousands of different from your competition.
examples of web sites available You may even want to e-mail the
with just a few mouse clicks. The webmaster of the site and ask
problem is finding a web site questions about the site,
"mix" that will professionally especially if you find a web site
portray your company without you or two that has unique features.
having to take out a business When reviewing web sites, look at
loan to pay for it. them critically--look for static,
unimaginative, difficult to use
Market Research or web sites which have long
Be sure to do online market downloads. These are all things
research first. A few years ago, you will want to avoid in your
it was a chore to acquire web site.
information or brochures on the
competition. Today, you can learn When you find a few sites that
a lot about different businesses have that special quality or
online. Start by looking at least combination of features that all
ten web sites of your competitors seem to work together well,
or businesses like yours around bookmark the site for a later
the country. This will help you review and make a hard copy
to get a feel for the kind of printout. Also, make some notes
information being presented by on specifically what it is that
others and the overall purpose of makes you really respond well to
the web site. a web site. You may be surprised
to find that it may not always be
This exercise is not to see what great graphics, but rather unique
everyone else is doing and to functions such as a database,
great content or well-organized web site do too many primary
information. goals, your web site will be all
things to all people, and will
Primary Web Site Goals probably not be very effective.
Now that you've done some market
research, let's move to the next Use Your Marketing Plan
step: Define the primary goal of Whether you have an established
your web site. In the rush to business or you're about to
establish a presence on the web, launch a brand new business, make
it's easy to overlook the sure that your web site is
obvious--what do you want your integrated into an overall
web site to do? Is the purpose of marketing plan. While there have
your web site to generate leads? been some great web site success
Or is the purpose of your web stories, there have been many
site to tell potential customers disappointed people who made
simply who you are and what you their web site their primary or
do? Is the purpose of your web only marketing vehicle.
site to distribute information or
offer on-line customer service? Another common mistake made by
Or is the purpose of your web businesses today is to spend the
site to sell products and entire web site budget on
services? Or a combination of all creating the web site and
of the above? limiting the marketing of the web
site to search engine listings.
Write down the goals of your web This is no different from a new
site. Think of your web site as restaurant spending all their
having one primary goal or startup capital on the
function and perhaps two or three furnishings and having no money
secondary goals. If you get to let the community know they're
caught up in trying to make your in business. It's always a good
idea to have a marketing plan address, phone number and area of
that helps you to drive visitors interest and know more about the
to your web site. prospect when calling them.
To Sell or Not to Sell . . . Besides just listing your
Soft sell, hard sell or no sell? company's capabilities on your
In many ways creating a web site web site, be sure to profile your
is like creating a brochure about successes. Be sure to mention
your business. In fact, many major accounts or names of
business web sites are created to businesses that a web site
work just like a brochure. visitor might recognize. The fact
that you have helped other
What does a good brochure companies large or small to solve
accomplish? It tells who the a business problem will make them
company is, what the company does feel more comfortable with you.
and where they are located. Other
brochures actually sell. A web Last, but not least, don't try to
site can be a combination of do everything at once. Create
these. But do not overlook the your web site in stages. First
fact that your web site can do create a general web presence and
something no brochure can do. It accomplish the primary goal of
can collect information about your web site. Be sure to phase
what a potential client is in additional content or
interested in. By letting the web capabilities over several months
site visitor request information and be sure not to neglect
(printed brochure, newsletter or marketing your web site to reach
other information) you can your target market.
capture his or her e-mail
About the Author:
Vann Baker is the president of Design-First, a marketing company specializing in corporate identity and collateral development. Vann has been helping small businesses and Fortune 500 companies to create brochures, newsletters, catalogs, websites and more for over 20 years. www.design-first.com
Read more articles by: Vann Baker
Article Source: www.iSnare.com
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