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« The Written Word | Main | The Client (Customer) Isn’t Always Right »

Why do you have a web site?

Have you ever asked a small business owner why they have a web site?  Based on their response, I can quickly tell if a company is knowledgeable about the online world.  There are far too many companies that have a web site for all the wrong reasons.

My web site philosophy is centered on B2B and B2C web sites.  I don't hold personal web sites to this standard.  I encourage everyone to have fun with their personal web site.  But don't forget to balance your fun with usability and design standards.

B2B and B2C web sites need to be held to a much higher standard.  Personal web sites usually don't have to worry about a bottom line.  Whenever I ask a business owner, "Why do you have a web site?"  I usually get the following answers:

  1. "We have a web site because someone inside the company thought it would be a good idea."
  2. "Our competition has a web site, so we need a site."

The above justifications are probably two of the worst reasons to have a web site.  Yet, most small business owners and companies respond with similar justifications.

Your company web site should be based on fundamental business practices.  My core beliefs about a company web site follow these key objectives:

  1. "My web site saves our company time"
  2. "My web site saves our company money"
  3. "My web site increases our company's revenue and profitability"

They key objectives listed above are what I encourage every business owner to accomplish with their web site.  In tandem with these key objective, the smartest companies can outline a set of online strategies and goals.

In 3G Marketing on the Internet by Sweeney, MacLellan, and Dorey, you can find their recommended  "Formula for e-Business Success."  It looks like this: "The Right e-Business model + The right Web site + The right Web site traffic (and lots of it) = e-Business Success."

Are you accomplishing your key online objectives?  If not, it might be time to rethink your online strategy.  The information presented above is only the "tip of the iceberg."

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