If You Build it, They Won't Come
Don't fool yourself. "Getting your business online will ensure you are seen by 30 million customers!" Not. Whoever drummed this into the minds of would-be website owners was wrong and should be slapped. Unfortunately it's not THAT easy. Your site, as I've mentioned before, can be a virtual office, an online store that is open 24/7, handling requests for info, providing company information as well as customer service. The fact is, however, you can build it to be the fanciest, schmanciest, most efficient place online. But if you don't get the word out about your web site, online and off, no one will even know about it, let alone visit it. You most promote it!
YourBusiness.com
vs.
SomeLameFreeHost.com/yourname
Which web address seems easier to remember and is more professional-looking? The first, naturally. If you picked the latter, there's something you're not getting, and I'll help clear it up for you.
A web site is a serious investment and can bring you a return on that investment, however, if you are going to spend time and money getting online, why not do it right?
No one is going to take a website seriously if you're using MySpace or Homestead to post your info, and they may just go elsewhere to buy. Having your own domain name not only serves as your personal and professional identity on the Internet, but you also have complete control over your site functions and an e-mail address to match, which helps lend to your credibility.
An example of this is
salesoffice@YourBusiness.com
info@YourBusiness.com
repairs@YourBusiness.com
The possibilities are practically endless.
Besides, when using a free host, the minute you change Internet Service Providers, you'd have also change your web address, and your e-mail address, so then what happens to all the people who used to visit your site? How do you get access to those lost e-mails? Think about it.
You also may have to order all new letterhead and business cards, brochures, etc.
Also, you may not know that there are search engines (like Yahoo and Google) that may not list sub-domains. The risk and hassles involved in setting your site up at a free web space provider are too numerous and can be avoided when you can get a full web site hosting account, your own domain name (sometimes included), and for a fairly good price nowadays.
There are many companies offering very low-cost and even free webspace on the Internet. However, be forewarned that although this may look appealing it is usually a big mistake. Free web hosting companies to begin with, frequently place advertisements wherever they please (they're free after all, the ads pay for that) on your site, which can not only distract your visitors to click on a "Great New Cell Phone Deal", thus leaving your site once they click, but also wrecks your site's look and feel.
Most of these 'free' or cheap web site hosting/webspace providers have gone out of business. What happens to your website when a company folds? No one will take your business seriously if it's hosted at:
freeweb4you.com/~mysite
or
homestead.com/members/rabbitdandelions
Another common mistake:
Using your ISP instead of a Web Host. This is a very common misunderstanding. Many people assume that Internet Access is the same as Web Hosting.
The reality is they are very different services and you are much better off to keep your ISP for online access, but setup your website with a company that specializes in Web Hosting.
Why? Internet Access providers are concerned with getting you and thousands of other consumers connected to the Internet and dealing with all the subsequent technical and support issues.
Web Hosting companies are concerned with serving the information that all these consumers are viewing--two very different functions.
Very few companies can do both effectively. With a Web Hosting company, all their attention, resources, and bandwidth goes toward maintaining your website and helping your build your web presence. Use an ISP for your Internet Access, but a Web Hosting company for your website.
No Marketing Plan - Instant F.
Once have your site setup, you will need to aggressively promote it to drive traffic. Granted, you will automatically receive traffic from your existing customers and advertising, just by announcing your URL on all your print literature and ads.
However, if one of your goals is to gain new leads and sales from the Internet, you should have a plan for promoting your site online.
Here are a few suggestions to get started:
* List your URL with search engines
* Participate in Discussion Groups appropriate for your business
* Contribute articles to online publications
* Send out an online press release about your business or upcoming events your business is involved with
* Offer samples and free giveaways from your website
Bad Web site design
No one wants to go to what they think is a business site to find it with an amateur-looking site. It just makes you look like you went to Office Max and bought a copy of "My First Website" on CD-ROM. Many fine businesses and products are failing on the Internet simply due to atrocious site design. Web Pages That Suck is a great resource for looking up poorly designed websites. [1]
Websites are about conveying information, not just pretty pictures, and whiz-bang gimmicks. On the flip side, too many sites are created by technical types with no idea of the basic rules of nice design and copy writing and the reasons why people buy.
You can start by adapting your existing sales materials to the web.
Graphics and photos
Images should certainly be used to enhance your message, but use them sparingly and optimize the ones you do use, for the web. Take full advantage of the medium, but make sure you are presenting a clear message in a website that is fast to load. No one wants to view your product if there are 2 dozen photos and they're all 1300x920 pixels each and 1437 kilobytes.
Give people a reason to visit
Why should anyone visit your website? What's in it for them? These are the questions you should ask yourself before you design your website. One of the easiest things to give away is information which is updated frequently, and tools/tips you can offer to create 'stickiness' or 'sticky' content, which people are attracted to and come back for more.
Even if they don't instantly buy what you're selling, they'll start to trust your information and value your free 'sticky stuff'. But don't give away the farm! Put up relevant items and then direct the surfer to something using a link with text like, [more on this topic] or [product details, plus how to purchase] anything with a call to action.
You'll find more often than not, a lack of information on your web site will not increase your chances of visitors who want to pull out their credit cards.
Sites about cross breeding rabbits with dandelions will surely benefit by posting the findings of their projects.
Health Food stores can provide information on selecting vitamins & supplements.
Wine sellers can provide information on selecting wines to go with events or meals.
Real Estate companies can provide a report on shopping for a new home.
Mortgage Brokers can provide a free loan calculator.
Attorneys can provide a report on filing for bankruptcy, estate planning tips, etc.
Give people a reason to visit, advertise it widely, and they will visit. If it's valuable, trustworthy and frequently provides something new that they can take away and use, they'll come back often.
Bobbi Jo Woods, CEO/Fanatic
B. Woods Design - Steering Professional Managed Websites for Business
© Bobbi Jo Woods - B. Woods Design
