8 Things You Must Know To Build A Great Website

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postJanuary 30, 2010

Last week we tend to talked about how a dangerous web site can do your business a lot of damage than good. That column brought many emails asking what is the key to assembling an efficient business website. I replied with the same answer I continuously offer: building an efficient business web site may be a simple matter of definition.

Before the first graphic is drawn or the first line of code is written, you need to outline the website’s budget, purpose, target market, design, navigation, and content. And when that’s all said and done you want to define the promoting that can bring guests to your site.

It sounds simple, however you’d be amazed at how several very dangerous business websites there are out there. Yours might even be one in all them. If thus, listen up. For nearly 10 years currently my company has been building and rebuilding websites for every kind of business you’ll be able to imagine: from mom-and-pops to multinationals. We have a tendency to’ve designed (or redesigned) a pair hundred websites and along the way I’ve got return to the conclusion that most business websites do a pitiful job of operating for his or her owners.

What’s that, you didn’t apprehend your business web site should work for you? You think that it ought to just sit on a server somewhere seizing digital space and collecting digital dust?

Wrong. Every web site, business or otherwise, must serve a purpose, which’s usually where most websites falls short. They serve no purpose because the website owner never gave abundant thought to it. It’s not the web site’s fault. A website is inanimate. It’s only what you make it. The only life a web site has is the one given to it by its designer and owner. If the human component doesn’t do a good job of defining the building blocks, the website will serve no purpose and eventually die a digital death.

Building an efficient business web site isn’t brain surgery, thank goodness, since that’s how I make a pleasant proportion of my living. Building an effective, well-designed web site that works for its owner, that truly serves a purpose, is all about definition.

Outline the Budget
Each website, regardless of how massive or tiny, should have a practical budget, with “realistic” being the key word. I will’t tell you the way several times I’ve sat with a possible shopper as they listed off the eight million cool things they wanted their website to try and do, solely to find out that their budget was just some hundred dollars. I forever feel like saying, “Well you just wasted three hundred dollars of my time, thus here’s your bill…”

Outline the Purpose
Each website must have a purpose. Purpose drives everything: the audience, the planning, the navigation, the content, and also the marketing. I may do a complete column on purpose, but suffice it to mention that there are 5 categories of purpose underneath which most websites fall: the aim to inform, to educate, to entertain, to generate leads, to sell, or a combination thereof. If you fail to outline the purpose of the website, all else is just wasted effort.

Define the Target Audience
Your target audience refers to that section of the public that you hope to attract to the site. For example if you sell shoes, your target audience would be anyone with feet. Taking it a step more, if you only sold ladies’s shoes, your target audience would be girls (with feet) Why is defining your target audience therefore important? If you’ve got no idea who your audience is, how are you going to expect to style a web site that can charm to them? Your target audience could be customers, investors, job seekers, information seekers, etc. Define your audience, then work out the way to serve them.

Outline the Design
Web site design theory has modified over the past couple of years, primarily because the search engines currently ignore graphic significant websites and provide preference to those who take a minimalistic approach to design. If you observe some of the large boy websites like GE, Oracle, Raytheon, HP, and others you will see that in many cases the sole graphic on the homepage is the company’s logo. Search engines now give higher preference to websites that offer keyword-wealthy text over flashy graphics. Don’t fight the planning trend. You’ll lose.

Define the Navigation
Dangerous navigation is the number one reason web site visitors abandon a website. Navigation refers to the chain of links the visitor uses to get around your site. If your site has an illogical navigational hierarchy or too few or too many links or is simply impossible to urge around, you’ve got problems. We have a tendency to live in a very microwave society. We stand in front of the microwave tapping our foot and glaring at our watch wondering why it takes so damn long for a bag of popcorn to pop. Why will’t a 3-minute egg be done in thirty seconds? If it takes a visitor more than 3 clicks to urge to any page on your site, your navigation needs improvement.

Define the Content
Content refers to the information on your website, be it graphics, text, downloadable items, etc. Since the prime search engines now not use HTML Meta tag knowledge to index websites, it’s important that your website content be text serious, succinct and well-written to charm to the search engine spiders.

Outline the Build Method
Next, who can build the website for you? Can you do it yourself using one amongst the purpose and click web site builders or can you rent the kid nearby? Will you hire a freelance designer or a skilled firm? Budget typically dictates the build methodology, but be warned, when it comes to website development, you get what you pay for. Certain, the kid next door will present a website for you if you get them a pizza or make your daughter visit the promenade with them, but you’ll finish up a with a website that looks like and performs prefer it was designed by the kid next door.

Define the Selling
If you build it, will they are available? Not on your life, at least not without a smart marketing campaign. Your website should become a part of all of your selling efforts, online and off.

Place the website address on your business cards, brochures, letterhead, and every one collaterals. Include the address in your ads; print, TV and radio. If you prefer to try to to online marketing, work out where your target market surfs and advertise there.

If selling is foreign to you, do yourself a favor and call in an expert. Many businesses fail because they merely don’t grasp how to promote their merchandise and services effectively. This can be also the downfall of most business websites.

Here’s to your success!

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