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Introduction
Over 35 million people in the UK are online, this is over half of the population and estimates indicate this will continue to grow. This represents opportunities for promoting both new and existing products into both new and existing markets. The majority of UK businesses now have websites and many of the remaining companies are seriously considering going online. The challenge is how to create your website.
Do you really need a Web site?
The starting point is asking if your business needs a web site. Will it offer your customer group added value or save costs? If your customer group has access to the Internet and you have good reasons for a web site, read on. If your customers only want email. Then just have email!
Identify its Purpose
The next step is to identify the purpose of your web site. Do you want a web site:-
- To communicate with existing customers?
- To sell on line?
- To provide an online help facility?
- To find new customers or markets?
- To be part of the revolution?
- A strong purpose will lead to a strong site.
The Offer
Having decided why you need a web site you need to decide what it will offer your customers. Information? Online brochures? Technical product details? Examples of work done? Staff profiles? Access to cheaper products or services? Easier access to your company or on-line purchasing?
Target Audience
Before designing the web site it is crucial to profile potential visitors. They may include:
- Existing and potential customers
- Employees
- Shareholders
- Suppliers
- Job seekers
A web site will encourage contact from all groups - not just your customers. This means including a point of contact for all.
It is a great idea to speak to a few customers to ask what they want from your web site and to find out which other suppliers web sites they use and why.
Internal Resources
One of the greatest disappointments with a web site is failure to deliver. Look at your internal resources - is your business geared up to deal with many emails and orders every day? What can you cope with?
Domain Names
The domain name is the basis of the web site (like URL) and email address. Most companies select 'your company.co.uk' which is great, if the target audience is aware of this name. The cost of buying domain names has decreased. Why not buy other names related to your business, e.g. 'flowersinthegarden.co.uk' , 'greatkidsclothes.co.uk' or 'engineersinbirmingham.co.uk'.
Site Navigation
There are different ways of constructing web sites:
Frames make it easy for a web site designer. With a template, which is the same on each page, this reduces programming time. The downsides are numerous; printing is more complex (if you've ever printed a web site page and only the menu has come out, this was in frames), search engines are less keen on framed sites, the site is less flexible.
Non-frames sites provide greater flexibility, better registration with search engines and look better.
Flash provides animation. Some companies design entire web sites in flash, which prevents older computers from access. A compromise is to provide a 'flash intro'; a short introduction to the web site - which can be bypassed!
Site Map
It is essential to plan what's in your web site.
What information do you want to provide about the company, products, and people?
- Is your staff regularly asked the same questions?
- What other messages do you want to deliver to your audience groups?
- List the different subject headings, this may include:
- Company information
- Frequently asked questions (FAQ's)
- Product information
- Opening hours and access to the product or service
Exhibitions where the company is present
Look at competitors' web sites; do they include other information? What can you add to give your audience group reasons to return to your web site?
- Customer service team information
- Buyers guide to 'your industry'
- Unusual facts and figures
- Industry associations and best practice information
- Information about your location
- Put the information into a family tree, this is known as the 'site map'
This site map contains 7 branches. As the web site develops you may need to add more branches. Ensure your site is developed with additional 'spare' branches for future use - to save money on re-working the site navigation.
News/Home Page
Many companies create a 'static' home page - basic information that never changes. Any returning visitor will see nothing has changed and assume it never changes. Think of the home page as a News Page. Include information on where the company is exhibiting, latest product information and awards won. Have a separate page with company registration details.
Products
This is the products/service entry page. Include information on standards, unique aspects of your products, comments from delighted customers and why your products are different.
Service Team Page
People like to work with people they know, so introduce your team to your customers! Small photos take less time to download. Huge group photos take far too long and discourage the visitor from staying on our site. Think about the profiles of your team, what special skills or hobbies do they have? Include this to add personality to your site. If a member of staff is a keen rugby supporter, organise links from your site to the rugby site.
Buyers Guide
This is an example of some 'free stuff' which is a customer resource. Every industry is unique but the common denominator is that people buy and sell. A Buyers Guide (or similar) should be an unbiased approach to buying in your industry. It also states that you're not afraid to explain the rules and welcome competition.
FAQ's
Properly used, the Frequently Asked Questions Page is a huge opportunity to save your team time repeating the same answers to repeated questions, as well as a great place to convey sales messages.
Contact
The contact page includes:
- Email link to the company
- A simple form to fill out if your customers prefer
- Separate page on jobs and your application process
- Separate page on 'selling to your company'
- Consider an 'auto responder' to acknowledge the message
- Every page should display an email contact link too.
DIY or Designer?
The web site contents are prepared; the next step is to decide who will program the site. Do you have in-house expertise? If not, a web designer is needed.
Summary
A web site has the ability to communicate to a wider group of people than ever before. It's essential your web site provides more than the 'on-line' brochure. A huge opportunity not to be missed.
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