Is Your Web Site Doing Its Job?
By Sandra K. Williams ©1997
As a small business owner, you don’t have money to waste on a Web site that doesn’t support and work with your other marketing and public relations efforts. All your materials — brochure, business cards, signage, Web site — should share a look that says who you and invites people to do business with you. All these pieces are you to your customers.
If you haven’t done so already, assess how your Web site fits into your marketing and publicity plan. Some questions you might ask yourself are:
- Who do you expect to visit your site?
- Why will they be visiting?
- How will they learn about your Web site?
- What action do you want them to take after or while visiting your site?
- How will you measure your site’s effectiveness?
Answering these questions will help you select the content needed on your site. For instance, if you want people to order your products over the Internet you’ll need an order form and at least a basic online catalog. If you do all your business face to face with clients, you’ll probably want background information on yourself that impresses potential clients with your expertise.
Your site should be designed for the convenience of your customers; the content of your site should be based on how they will use it. Consider your Web site an extension of your office or store.
After you have determined how your Web site fits into your marketing plan, you’re ready to evaluate your site. There are two separate issues to consider for your Web site:
Does the site fulfill the objectives outlined in your marketing plan?
No matter how pretty it may be, if your Web site doesn’t achieve specific goals you’re wasting money. Would you buy a car with no wheels?
Is the site attractive, easy to navigate, and consistent with your other marketing materials?
Can you see, without scrolling down or sideways, a complete message that makes you want to delve further into the site? Is the information up to date?
Check for spelling and grammar mistakes, distorted graphics, and backgrounds that make it hard to read the text.
If possible, view your site using different browsers. Just because your Web site looks good with Internet Explorer doesn’t mean it will display properly with Netscape Navigator!
As more and more potential customers get on the Internet, your Web site will become a crucial part of your marketing. It deserves the same level of professionalism as your brochures and in-store displays.
Published in the River City Small Business News