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01/17/01
Do It Right The First Time
by Jake Davenport
I started working on Internet sites when I was with the Haven Corporation, and I helped create MarketPlaza.com in 1995. Since then, I've been working with e-commerce and building custom websites. All too often I see direct marketers and small businesses make the mistake of scrimping on their Internet presences.
Remember that websites are available 24 hours a day, 7 days a week, representing your company and your products/services. Having a website is no longer a fad - it's a necessary component to all businesses and marketplaces. The technology driving the Internet is getting more sophisticated, and so are the consumers using it. As a result, your website needs to be attractive, user-friendly, and well-organized. If you sell products, making them available through your website is imperative. If you offer services, making your site as clear and easy to understand is critical. Ultimately, the success of your site will be dictated by how well it captures the intended audience.
Although I can respect the do-it-yourself perspective, I urge anyone looking to build or remodel a corporate website to work with an established development group, even if your budget is limited. While it's true that just about anyone can build a website, effective websites are few and far between, and it's critical that your corporate site be just as high-quality in look and feel as your stationery, business cards, and printed catalogs.
Marketing is vital to the success of a website. Without search engine registration, prominent text in your printed catalog, and other forms of traditional marketing, your website will do little other than sit quietly on a server somewhere. Make certain that your website is promoted in all your print materials, and get a seeding contract with an Internet marketing provider so that your site address is constantly refreshed and disseminated across the 'net.
Above all, give your existing customer base incentives to order from your website - an order that comes through your website at 3am is a lot more cost effective to process than an order going through a toll-free number at a paid answering service. More importantly, your website is easily changed, so promote specials on a monthly or even weekly basis. That's not something you can do easily or cost effectively with print materials! Make your client base perceive your website as an asset and they will help market it by word of mouth. Finally, get people to opt in to an email list so that you can notify your clients and prospects of upcoming events, sales, new products, etc.
The Internet is a marvelous tool, but all too often it is not used to its fullest potential. Even if you can't afford certain bells and whistles now, create a long-term Internet plan as a supplement to your business and marketing plans. Planning ahead now will save you time and money in the future.
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