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Written by Administrator
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Friday, 14 November 2008 17:09 |
So, your business has a website - and you want it to start developing business for you? It isn't enough just to develop a business website and hope that people will come. Unfortunately, the Field of Dream days are long gone.
At the same time, the opportunies available online are phenominal and can quickly drive money down to the bottom-line. There are a number of techniques, tips, and strategies in developing your business website. Today, I want to focus on one that I find is often overlooked - Defining The Purpose of Your Website
Does your website have a clearly defined purpose? Does that purpose drive the decisions as to what you add to your site and what you don't? Too often, the answer to these questions is, no. Without a purpose, your website is going to have a hard time bringing any measurable and meaningful results for your business.
Possible Purposes - Do They Fit For You?
- Position you as an expert in your field - by developing a website where you provide articles, news, insight, advice, and services people will start looking to you as an expert in your field. Being an expert is extremely valuable and can help you demand top-dollar for your services and products.
- Create Brand Awareness - branding is when you create such a strong connection to a concept, image, or idea that whenever that concept, image, or idea comes before your customers they cannot help but think of you. Nike did this with the Swish - you can't see it without thinking, 'Just Do it!' That is branding. Branding is expensive and is likely left for those with the most disposable income. With that in mind - you can surely create a consistant image and brand over time - but realize it is a long-term investment.
- Go Global - the internet makes it possible for you to move into the global market without having to open an office in another country. Your website is avaible to anyone, anywhere that they can get online. With the purpose of going global, you will have to focus on different offerings - language accessability, international servicing, and much more.
- Automate Your Business - if you are looking for a way to make money while you sleep, the right type of website and business plan can create a steady flow of cash into your accounts at all times of the day
- New Customer Acquisition - The goal here is to attract new customers, capture them when they visit your site, and develop a trusted relationship through continual follow-up and service providing. The relationship will start as a one-way street - you giving and them receiving. However, with todays automated tools you can give once and have it give continually to all new customers.
List adapted from "Book Yourself Solid" by Michael Port
Developing Your Own Purpose
The above is a list of purposes that MIGHT work for you. The most important part of defining your website purpose is to make it your own.
- How is your website going to help your business?
- Have you had customers/clients ask for your web address? If so, what were they hoping to find there?
- Ask your existing customers/clients what would be helpful in a website - listen to them talk and focus on the answers that are given frequently.
- Review your business plan and marketing strategy - how and where does your website fit into your plan? If it doesn't, it may be time to update your business plan.
- Stay Focused! Let your website do one thing - and one thing really well! Once you have one thing worked out, you may be able to introduce one other purpose - but be careful not to water down the success of your initial purpose.
Using Your New Purpose
Now that you have defined your purpose, it is time to put it to work for you. This may involve adding some new features to your website. It may require removing items that had found their way on your site. Remember, the website is yours to direct. A good web designer (hint - 2 Key Solutions) will happily work with you and your purpose, finding ways of making it a reality. In the end though, it is your website - not theirs. So, take ownership and make sure your purpose is clear and effective.
Resources
2 Key Solutions is in the business of developing businesses through appropriate use of your website real estate. We provide the basics of customer acquisition setup and management to full solutions where we handle all online aspects of your business. If you have 15 minutes and an interest in taking your business to a new level, then contact us for a free initial consultation.
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Last Updated on Friday, 14 November 2008 18:08 |
