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But, as with any aspect of your business, some preliminary thinking will help to maximize the return on your investment in this key part of your marketing mix. Here are seven key issues to consider from the outset: 1. Are your markets online? Who are your customers, and are they currently using the Internet? Try a customer survey if you don't know the answer to this yet. Alternatively, there may be new markets that you would like to tap, who are already online. An excellent Web site for researching Internet demographic information is at: http://www.nua.ie/ 2. Where is your geographic focus? Is your operation confined to a local area, or can it have national or even international appeal? It is not currently possible to restrict display of Web pages within geographic boundaries (e.g. 'only Illinois'). So if your business is only local, or you only serve the U.S., you should state that clearly on the site, otherwise you may receive leads and orders that you can't fulfill. 3. What are the specific goals of your site? What outcomes do you want from the visitors to your site? Will you be selling product online, or are you generating leads for a product or service? Do you want visitors to leave their contact details? If so, how will you encourage them to do this? Do you have a newsletter that they can subscribe to, or a competition, or a free offer of some kind? And don't forget your existing customers. Will your site also be providing ongoing support and education for these clients? 4. How will you engage your visitors? Remember that your Web site may be the first and only contact that a prospect has with your business. Make their experience as close as possible to actually speaking with you. Incorporate the questions that are most frequently asked during the buying process, perhaps in an online survey that can be e-mailed to you as a lead. 5. Do you want 'hits', or qualified leads? Decide whether you want as much traffic and as many responses as possible from your site, or whether you would prefer only to hear from serious buyers. A nonprofit organization might want many people to see its message, but most businesses have a specific focus. If you decide to qualify the responses that you get from the site, how will you do this? 6. Do you have a promotion plan and budget? Even the best designed Web sites need effective online marketing to generate traffic. You will need a strategy to position your site as well as possible in the Internet search engines and directories. There are also many ways to promote your site 'Beyond the Search Engines' - a tipsheet of ideas for doing this can be requested at http://www.CyberSpeaker.com/ Remember that marketing your Web site is an ongoing activity, and allocate time and resources to this. 7. How will you measure your success? If you have made decisions on all these issues, you will need a way to evaluate the results of your site against the goals and outcomes that you set. Your traffic analysis reports can provide really valuable information about your visitors. This can be used to improve your Web site, and your marketing (both online and offline). The reports will tell you how many users come to your site, which search engines and keywords they are using to find you, which pages of your site are the most popular, and which are rarely accessed. So, think before you leap, and may your business prosper in Cyberspace!
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More Articles:1. Fonts For Your Web Site In order to make your web pages look good across all platforms and browsers,you must standardize your font selection. You must also limit the fonts thatyou use to those that probably will be installed on most of your targetsystems. The reason for this is simple: fonts within web pages are only displayedproperly if the font is installed within the viewers computer system. Youmight think your web page looks great with the 'Oreo Bazooka Joe' font, butsince I don't have that installed my system will… 2. How I Slashed The Load Time For My Website By 200-300%...And So Can You, For Yours! Here is my latest article. It may be freely used in ezines, on websites or in e-books, as long as the Resource Box is left intact.I would appreciate notification of where it was used, and if possible, a copy of the ezine or newsletter that it was used in. Please send notification mailto:webmaster@online-wealth.com -------------------------How often have you waited, impatiently, for your browser to pull in the next website? Too many times, probably.Many of these slow-poke sites may be worth seein… 3. The Favicon, an untapped image promotion trick - Best practices A favicon (pronounced fav-eye-con) - short for 'Favorites Icon' - is a multi-resolution image included on nearly all professionally developed sites. Within Internet Explorer the favicon is displayed on the address line and in the favorites menu. Tabbed browsers like Firefox and Opera extend the functionality of favicons. Firefox can even display animated favicons. Each web browser has a unique user interface, and as a result uses the favicon in different ways. The favicon allows a company to fur… 4. Creating a Basic Web Design Template By Rick Hendershot A "template" is simply a design format which you can apply to all (or most) of the pages in your web site. The first advantage of using a "template" system is that it allows you to make your most important design decisions at the beginning, and then just focus on content. The second advantage is that it allows you to quickly create new pages based on your standard design.The disadvantage is that many template-based websites look homogenized and seem to lack a unique character. Designers who se… |
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