Before you hire a web designer
Picking the perfect logo
Planning your web site
Search engine optimization
Marketing on the web
The most sophisticated web site with all the latest technology will fail to deliver results if not designed specifically with those results in mind. In the very beginning of the planning stages, it is imperative to decide exactly what you want the site to accomplish.
Research proves that most users access the internet for information, not to buy a product. They are however, much more likely to buy your product if you provide the information they are seeking. Users have a wide variety of needs that may be very specific to their demographic. Teenage consumers with a short attention span expect a hip, energetic web site with streaming media and interactive features that will captivate their attention and allow them to express their individuality. A mother of three is likely to be intested in an organized, easy to use site that provides information on local community events, child care issues, education, time management and money saving tips. The bottom line is - You must find out what is important to your target market, and provide it. If you make a connection with your target audience and give them a reason to come back often, they will!
Knowing what you want your site to accomplish and how you will attract your audience will dictate the type of web site and the features included. Make a list of some of the features that your web site will use such as: Mailing lists, inventory management systems, online reservations, shopping carts, search capabilities, web logs, streaming media, chat room, downloadable documents or media and password protected areas.
When it comes time to start assembling the content for your pages, it is a good idea to keep search engine optimization in mind. One of the many ways that a search engine determines if your site is appropriate for a particular search, is by whether key search terms (often called keywords) appear on any given page. Although it is important that your pages are written in plain English, you want to make sure that your content includes the terms that your users will type into a search engine when conducting a search. Avoid vague marketing terms that your customer would not use. There are thousands of web sites that state, “We provide innovative, out-of-the-box solutions that help you maximize your return on investment”. What does this company do? Their potential customers won't know, and neither will the search engines. A better method is to identify what your audience would type into a search engine, and build your page content around it. This same company would benefit by changing their content to “Our medical inventory management software provides an inexpensive solution for busy health care professionals who need an easy way to manage medical supplies”. You just listed several possible key search terms including medical, inventory, software, inexpensive, health care and medical supplies. This approach is far more effective in communicating your message and ensuring that your potential customers can actually find you.
Finally, your web page should contain all the information and resources necessary for your potential client to make a decision and choose your company. Be sure to include answers to possible questions, explanations of product features and a method to contact you for further information. if you step back and view your content from the perspective of the user, you are much more likely to convert the web site user into a customer.
