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Your Domain Name is registered. You have developed a thoughtful, concise web marketing plan that details the purpose of your site, who your customer is, and how to market your services to your customer. Now you are ready to begin a unique partnership with a qualified professional to build a site of excellence. Although almost anyone can throw up a web-page, building a professional site that is an effective marketing tool takes skill as well as a in-depth understanding of the complexities of the interactive nature of Internet marketing. In the same manner that you wouldn't entrust a serious health problem to just any well-meaning friend or relative, choosing a professional web designer who understands the unique interactive medium of the Internet and who knows how to skillfully incorporate effective web site strategies onto your site can mean the difference between success and failure in Internet marketing. If you have questions, we invite you to read our article about Choosing a Professional Web Developer. Build the Framework Using your marketing plan as a guide, build your content. How many pages should you build? What type of content and amount should you incorporate? The answer is not simple, and has to do with 1) The purpose of your site 2) The complexity of the information you are presenting and 3)knowing the difference between useful information that keeps your guests attention, and overkill. The main thing to remember is that your site should be built with an emphasis on your customer. What information will being customers to your site? What will interest them there and bring them back? Although the type of information and the size of your site may vary, there are several key components that we believe should be incorporated into every site. The homepage is critical to the overall success of your site and should be used as the framework for your entire site. This is where the first impression of your company on-line is created. Your purpose is to build a homepage that is well-organized, contains critical information that is useful for your visitors, and is presented in a compelling and concise manner that will capture the attention of your guests and invite them to return to your site frequently. The homepage also serves as a table of contents to the rest of your site. Ease of navigation is a feature that will be greatly appreciated by your audience. Once you have developed the home page, build each linking page with the same thought toward clarity and interest. Your company profile is another important "must" for your site. Think about it, with millions of sites competing for space on the net, why would anyone want to give you more than a cursory glance? If you are selling products or services, why would someone want to give you their business? A dynamic company profile succeeds if: 1) It adds a personal touch to your site. The web in general is an impersonal medium, a medium where one can come and go largely unnoticed. The company profile is your personal signature. This is where you send a warm welcome to visitors and give them the feeling of comfort and confidence while visiting with you. 2) It Gives your site credibility. This is your chance to talk about your companies commitment to quality, customer service, guarantees, etc. You can highlight your business philosophy and impress on your visitor your credibility and commitment to excellence. Develop an effective FAQ (frequently asked questions) page that will speak to the concerns and answer the questions of your targeted audience. What are the primary objections to your products or services? Here is your chance to respond. By answering readers concerns before the reader can pose the question, you have made your mark as a knowledgeable business who cares about its customers. Showcase your products or services to your visitor, giving them enough information to make an informed choice about them. Graphics blended with effective text and other tools like real audio or video can make your site an interesting and highly effective marketing medium. Lastly, be customer responsive. Include an e-mail form on each of your pages, making it convenient for customers to contact you with questions or comments. An Inquiry form is also a nice touch. This insures that your visitor includes all of the information necessary for you to respond to his/her needs. The more interactive your site becomes, the more credible and effective your Internet marketing becomes. Custom Design Issues Designing your Web site is similar to picking out the decor for your business. In much the same manner as a visitor walking into an upscale department store communicates one message and shopping at a convenience store sends another, the design of your site should communicate the personality of your business. Generally speaking, follow these steps when thinking through your site design.
Fine Tuning Once your site is built, review it thoughouly. Invite Co-workers, friends, and family to do the same. Be receptive to the feedback that is generated. View the site with different browsers and different settings to see how others might view your page. Make sure there are no spelling errors or inconsistencies in your text. Settle for nothing less that excellence, and your reward will be a dynamic website. The Rest of the Story Congratulations! You have built a memorable site that is designed to create an immediate and lasting impression on guests who visit, and one that will invite repeat traffic to your site. The hard part is over, time to relax and wait for the rewards of all of the time and effort you have invested in your site, right? Wrong! Although you have successfully made the team, you are only at the starting point. The real race is about to begin. To learn how to effectively run the course, we invite you to visit our page about effective Internet marketing solutions. On you mark..get ready...get set...GO! Home
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