This year more than ever, "Content is King". Websites that offer their viewers information (facts and figures) are going to do much better than ones that have the most current JAVA function or cascading style sheets or whatever. All of these additional features and functions are nice, but in the long run, I don't believe they are going to help your bottom line. Look at how many people currently surf with graphics turned off - this will also affect these options.
If you already have an established business and you are thinking of putting it online, do NOT have someone like your advertising agency or your marketing staff create your website. Your salespeople, the ones with daily contact with your customers, will know much more about what to put on a website to keep their customers happy.
When you put your business online (unless you are using the site as part of a multi-step program) you need to be very clear and concise with your information. Think of a website as if it is a catalog. People aren't there to see web tricks, they want information on your product and/or service, thats it.
If a person is looking for a particular product, and they are using the Internet to do their research, the last thing they want is to see your little animated mascot bouncing around. They are there for one reason and one reason only, to find the product they are looking for. If you feel like you must use your dancing mascot graphic give him his own page, then if your client wants to see him he can. This frees up the client that just wants to do their search and make their purchase to do that.
ALWAYS remember that you website is not there for your personal gratification. It is not there to do the things you want to do. It is there to provide your prospective clients with the information about your products or services and how to acquire them.
Remember to make it as simple as possible for the client to order. Don't list a product and tell them to "Call for Information". This is a definate sales killer. If they had wanted to 'call for information' they would have done that in the first place and wouldn't be using the Internet. Put any and all information the client could possibly want on your website along with the ability to place orders.
Keep your web site fresh. Give clients the information they are looking for and keep it current. Don't offer a January special and still have it up at Valentines Day. Show them that you are on the ball and have things under control and they will want to deal with you.
Timeliness and thoroughness in your information are what your prospective clients are looking for. Offer them that and I know you will see the rewards.
Victor H. Schlosser is a photographer, writer, and Web Site Designer/Consultant. He writes about Photography, Marketing, and the Internet, with articles being published both online and in print.
This report © Copyright 1998, Victor H. Schlosser - All Rights Reserved