Are you one of those folks who think your business cannot
survive without a web site? I recently read in a major magazine
that "web sites are crucial if you want to compete in the global
market; or if you want customers to know you even exist. That
statement got me wondering about how effective web sites are to
increasing sales, services or making a real difference to a
company's bottom line.
It's true that the cost of your online Internet presence can
range from $7.95 to $24.95 per month, plus the cost of the
domain name, sometimes included with hosting fees. Web site
design can range from $45.00 to $200.00 per hour depending on
the design of your site; and let's not forget maintenance of
your site; it's a little known fact that a web site does not run
and update itself without the assistance of a web developer. If
you are not sure your web site is doing your company bottom line
any justice, ask yourself these questions.
1. What did you originally think the website would do for you
and your company?
2. How much is it costing you to be on the Internet and how much
of your business is coming from your Internet presence?
3. Do you get any feed back about your company, products or
services from your customer's via your website?
4. If the Internet is mainly a research and communication
medium, what research data are you gathering from your site?
5. The Internet is available 24/7, do you benefit from your site
being available 24/7 and if you do, how?
6. Does your domain name speak to what your company does or who
you are?
7. If you removed your web site from the Internet today, what
would change about your company, products or services?
Most small and mid-size companies do not give a lot of thought
to the purpose behind creating a web presence. Having a web site
is a clear indication that you are cool, hip and technologically
savvy, but it does not mean you are going to make more money and
attract more business.
So what is a business owner with a web site to do? It may be
better to have a simple one page web site that provides basic
information about your company and a means of contact. The fancy
flash engulfed sites, with bells and whistles, may be
fashionable, but it may also make it difficult for customers to
navigate particularly when you try to address everything,
including the kitchen sink.
I recommend keeping your site relatively simple. You can always
develop more features over time, but until then stick to the
basics. Adding complicated graphics and sound will slow down
older computers and frustrate customers who will get tired of
waiting for a page to load.
If you are looking for a way to make your web site work for you
consider, designing it in such a manner that gives your customer
the information they need most about you and what it is you do.
If you sell stuff, say so, if you provide services, say so, if
you are an information station, say so. Don't beat around the
bush and try to insinuate something that is not so, be upfront,
straight-forward and truthful.
The major problems that most businesses have, particularly new
businesses is that they don't do what they need to do, when they
need to do it and a web site, properly designed can help. If you
are a small business, act like a small business, but deliver
like a great business. Call customers back, don't duck and dodge
creditors, deliver products and services in a timely manner; and
use your web site as a sounding board and information center so
your customers can talk to you and you can respond to them.
A web site is like a business; it's really about building
relationships and keeping your customers coming back again and
again.
About the author:
DETRA D. DAVIS is a writer with more than 20 years experience in
business-to-business, business-to-consumer copywriting. She
creates instructional, operational and how to manuals for
business and industry, currently working with J. Davis &
Associates, http://www.jdavisassociates.com
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