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« Keeping Email Marketing in Perspective | Main | Others Do the Work, You Save Money »

Start Small, Think Big

“I want a better looking web site!”  That is one of top comments I hear when companies look to rebuild or redesign their web site. Far too many companies waste a ridiculous amount of money on web sites that fail to bring a return on investment.  At the same time, companies and individuals with far less money for their web site make the mistake of investing in their wants versus their needs. You’re better off concentrating on your needs first.  You can save a significant amount of money and time by investing a few hours to think through what your web site needs to accomplish before starting any work.  There is no need to build the biggest and best web site right from the beginning. Below are some simple questions and suggestions.

Beyond Visual Design
Don’t make the mistake of over focusing on a web site’s visual appearance.  This isn’t to suggest a web site should be devoid of design.  There needs to be a consistent look and feel that’s easy to navigate.  Too many companies overemphasize a web site’s visual design.  There are individual with simple one and two page web sites that do six and seven figures in revenue annually.  Their web sites are visually bland and they have no programming skills.

All the Eggs In One Basket
A number of companies insist on vesting themselves heavily in web sites.  Web sites offer just one marketing channel.  Yes, web sites are great at automating some tasks but they aren’t a magic bullet.  Do you have an offline process for marketing and doing business?  If all your eggs are on the Internet, you are limit yourself.

Take an Online Field Trip

What does your web site need to accomplish? Get a piece of paper and start to jot down some notes.  Do you have any competitors in your market place?  Visit their web sites and write down your likes and dislikes.  Are they doing something particularly well that you could “re-purpose” on your web site. You can modify something that an existing company is already successfully utilizing. Most web sites build off what others have already done.

Interaction and Conversion Is Key
At a minimum a web site should give your users the ability to interact with you.  Make sure that you can drive traffic to your site and that it has some sort of conversion process in place.  Remember, most people come to a web site never to return.  Is your web site Sticky?

What Is Your Web Site Worth?
A web site’s worth comes down to a number of factors beyond just cost.  In what ways can you use your web site to reduce costs, increase revenue, and save time? With some simple math you can approximate cost and time savings, plus forecast additional revenue.

There are a plethora of additional factors.  Hopefully what’s listed above will get you at least thinking beyond “something that looks better” when you are rebuilding or starting a new web site.

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