Does My Business Need a Web Site?

The quick answer might be "Does your business have a telephone?" - Then it needs a web site! Today every business needs a web site, perhaps, even more than a yellow-page listing. Especially small or home-based businesses, with limited budgets. There is no better ROI to reach the public than a web site. One might try to argue that a web site offers nothing of value to some businesses. (I'll take the opposite side anytime) To the vast majority of businesses a web site is a very effective and necessary sales and marketing tool. As with any new venture there are some new "rules" to learn and follow to ensure success with your new web site.

The Plan:

To be fair, this is a web site about creating web sites. The bias here is that a web site is very useful in many ways to a business, school, organization or individual who needs to communicate or promote an idea or product. Having agreed that one needs a site. How does one go about creating that goal? Is the first decision who builds the site? Again, the answer here is one of bias. RLPG feels you need professional help. In addition, that help should be brought in even before the domain name is chosen. If you want to consider building a site solo, here is some helpful information. If you want to understand more about the overall "planning process," read on.

• First: Set Goal(s);
  
  
  Start with the proverbial blank sheet of paper (a legal sized notepad).
  
  
  What is the reason for the web site? What content, service, message, or product does the world need to know (or know more) about. Share a craft, a product, a service, information, support a product, promote a cause or just plain make money. It can be a business telling potential customers about price, location, hours of operation or weekly (daily) specials. It can be a scout troop listing meetings and events or raising awareness of a local issue. It can be a home based business selling products half a world away!
  
  
  A web site that is news or information based should have a different look and navigation than a web site that sells products or provides support. The complexity of this goal will affect the navigation, and even the look and feel of the site.
  
  

  Find and Consult with a Web Professional:
  
  

  Use the web to find sites similar to the goal set established. The designer should be listed or can be contacted through the site owner or webmaster. Briefly discuss your goals and budget limits with the designer and try to get a feel if you would be comfortable working with that designer. Try this process with several designers. Pick the one that feels best suited to be a working partner.
  
  

  Discuss the domain names for the site. Choose several and search the registry to see if they are available. Work with the designer to pick a web host (IPP). Read and understand the following three guides.
  
  

  Guide 1: Understand the Power and Control of the Registrant, Administrator and Technical Contacts. A mistake here can cost you the ownership of YOUR domain name!
  
  

  Guide 2: Understand what Information is collected about the Registrant, Administrator and Technical Contact positions. This lists the definitions of the positions as well. Remember a mistake here can cost you the control of YOUR domain name!
  
  

  Guide 3: How to choose a Great domain name! Following the guidelines, think up several names (3 to 5).
  
  

  Take time to consider the name ... this (these) domain name(s) becomes your identity and doorway(s) to the world!
  
  

  Then go to HRC Domains to register. Most importantly register several name variations! Why? See "Facade Pages" listed below.
  
  

  Having your IPP or designer register the names is Ok, IF they follow the rules in Power and Control of Domain Contact Positions!

Building, Managing and Promotion:

1. Construction: Having a web designer (we make the assumption here that the designer will also build, though that can be two different individuals or groups) do the construction will relieve much of the workload. However, the designer will need you to supply the copy or the basis for the copy. Images and logos are also needed. On a startup these will also need to be created and that work may or may not be performed directly by the designer. Designers do the work, but, must have parts needed for construction.
   
   
2. Management: After the site is built there will be fulfillment and day to day (or weekly) site maintenance. Who will function as the webmaster? Who will answer the Email? Who will gather information and ideas to keep the site fresh? Who will fill the orders? Who will handle customer service? How will the credit card orders be processed (does your current bank card processor allow internet transactions)? A brick and mortar business will already have much of this in place. But increases in business and workload must be planned for or at least anticipated.
   
   
3. Promotion and Marketing Concepts: A web designer may help handle the promotion aspect of the web site. It is also possible that the designer may suggest that an outside advertising, PR firm and web promotion company be added to the mix for a successful site. These decisions are often based on how large and ambitious the site is. This should be part of the planning stage as well. The aspects of the site promotion are listed below.
   
   
   The origination of traffic through a web site will be directly related to where the marketing efforts are directed. Track the source of the traffic to measure the effectiveness of the marketing efforts.
   
   
   Meta Tags: The "meta-tags" contained between the <head> </head> html tags are used by many search engines to define the title, description and content of a web site. Proper use of meta-tags will help in placement with some of the "big 10" search engines. If the search engines can't find and properly index a site, neither can potential customers using those engines.
   
   
   Achieve proper listing in the major search engines. Suggest, Site Solutions or rlpg.com to your web professional.
    
   Facade Pages: Use registered variations of the domain name to build, link, promote and track, "facade pages", to boost traffic to the primary domain. Web host hrc4.net offers facade pages.
   
   
   Include web site URLs on everything: The extensive rlpg.com list!
   
   
   Utilize frequent, traditional and online, creative Press Releases.
   
   
   Create relevant articles for newspapers, journals, magazines and periodicals. Provide volunteers to speak at schools, civic groups, business and service organizations. Try to work with local and national radio and television stations as a web information source. Offer to provide content to other web sites. In all cases promote the web site URL(s). Make it part of any printed byline. This is where an easy to remember, simple domain name is worth its weight in gold! NEVER say "my web site is http colon forward slash forward slash www dot my domain name dot com forward slash index dot html" NEVER! Just say "domain name dot com" (correct extension BUT it should be dot com).
   
   
   Develop a relevant, consistent mutual link program (both in and outbound). The more quality inbound links a site has the better they do in search engine rankings. The two most popular link building programs are; Zeus Internet Marketing Robot or Links Manager.
   
   
   Develop an e-mail based newsletter. Utilize an Opt-In Form and send the newsletter to your subscribers and customers. Ask them to forward copies to their friends and family. The newsletter helps to build traffic ... and sales. Announce any change to the site or new product! Use the newsletter to let your current customers and newsletter subscribers know about it - for free.
   
   
   Purchase placement position with search engines and directories. Bid on or buy keyword response in search engines and directories.
   
   
   Utilize "true" customer testimonials to add credibility to your web site goals!
   
   
   Always use a "signature file" with every e-mail. This needs to include Contact or Department Name, phone number, service(s) offered and web site(s) URL(s).
   
   
   Have a staff member join relevant newsgroups, chat rooms and listservs (Electronic Mailing Lists). Practice proper netiquette. Don't make it an advertisment - provide useful information and help. Let the "signature file" do the promotion.
   
   
   NEVER resort to SPAM! NEVER! It can cost you your web site and it is never an effective marketing tool for any long lasting web site gains.
   
   

   Update Frequently: Give your customers a valid reason to return to the web site(s) by constantly updating information, entertainment, providing a new service or presenting a new product. Make sure a "what's new" link is part of the index page.
   
   

   Ask For Feedback: Contact information and Email links must be easy to find. Ask for Questions and Comments!

Keeping Visitors Coming Back

The Key Element: Content, new content, fresh content! A stale web site is a dead, dying web site. As noted; a web site "must" inform, entertain, provide a service or present a product. if one visit to a site does everything, sees everything and reads everything - then one visit is all you get! New information - a new special, a new product - additional information - that is what keeps customers or clients coming back. Keep up to date, keep changing; keep them coming back!

Questions?... Comments ... Please  E-Mail us!

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