PrintEmail

Do you want to simply present information in an online brochure format? Are you selling a service or product? Or will your primary purpose be communicating with customers, employees, or suppliers?

Why are you building a website - what purpose will it serve? Be clear about your reasons for wanting a website. Don\'t just do it because you can, or because someone has said you must. The success of your website can only be measured if you know why you want one.

Ask yourself now - what do I want my website to accomplish? Then make sure your entire website is centred on this goal.

For instance, assume your company sells purple cushions. Your initial purpose may be to attract new customers and enable them to purchase your lovely cushions online. Although you may redefine your purpose after you have received feedback from your users, this statement of purpose will guide you throughout the processes that follow - defining your audience, developing your structure, and creating the content of your website.

As in any marketing process you also need to know who you are trying to attract to your business. Basic marketing and business principles still apply for the internet.

Ask yourself the following questions:

• Who am I trying to reach?
  You should have a \'typical\' viewer in mind when you begin your planning. Is your website for current customers or for potential new clients? Is a website the best way to give your target audience what they need? Does your market have access to the internet? Would it be better to use e-mail marketing?
  Plan your website from the viewpoint of your visitors to make the best decisions.

• What is happening in my industry?
  What does the future hold for my industry?
• What will be the focus of my website?
  You should choose from the three basic types of websites when considering this decision.

  An information oriented website will have minimal interaction and will consist primarily of information about your company, products and services, much like a brochure. This type of website can include basic interaction such as an e-mail link or a form for further information and is used mainly to attract new business or customers.

  An e-commerce website will have all of the aspects of an information website, but will also actually sell your items or services directly to the end user. This website can be partially or totally automated and, in most cases, will include a shopping cart for purchases.

  A relationship oriented website will have all of the aspects of an information website, but will be geared toward your existing customers as well. These types of websites attempt to establish an ongoing bond with your visitors and reward your previous customers so they\'ll not only buy again, but also recommend your firm to their friends.

• What is my point of difference?
  Is my product or service unique or hard to find?

  If it is, then you probably won\'t have much trouble getting good listings in the search engines using the most obvious keywords. On the other hand, if your product or service is in a saturated market, such as consumer electronics, the only way that you will obtain good search engine placement is with obscure keywords that your competitors are not optimised for. In this case, additional forms of marketing may be in order.

  • 1
  • 2
  • next ›
  • last »
  Recommend