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Like many people, you may have been dreaming of the day when you can start
your very own online business. You've got a great idea waiting to explode, and
you know that it's going to be a winner. The vision is there, as are the
enthusiasm and skills. Now there's just one more thing you need before you can
make that dream a reality, and that's a website--your public face to the world.
Building a website can be an exciting experience. However, when it comes to
creating a business website, it is very important to look before you leap. Here
are a few things to consider before launching your online presence:
1. COMMUNICATION IS THE KEY
When creating your business website, the most important thing to consider is
exactly what it is you want your potential customers to know. Before the first
page is prepared, you need to clearly outline the purpose of your business, then
communicate that information via your website.
Over the years, I've visited countless websites that provide virtually no
content at all. When it comes to a business website, lack of information is
disastrous.
Imagine for a moment that you need a new pair of shoes. Checking the telephone
directory, you find a listing for a shoe shop at the local mall. Eager to find
the perfect stilettos, you hotfoot straight over.
Arriving at the store, you are surprised to find that there is no stock on
display, no information about what is available, no sales assistant to answer
queries, and nothing to indicate how much a pair of shoes is going to cost.
Without a backward glance, you turn on your heels and walk out the door, knowing
all too well that there will always be another shoe shop just around the corner.
A scene like this is too ridiculous to believe, right? Yet, it happens thousands
of times every single day. Not at the mall, but in the ever growing
cyber-marketplace.
If you have a product or service to sell online, then you need to present it in
a way that is both informative and enticing. Your homepage, in particular, must
communicate your message clearly and grab your visitor's attention. If it
doesn't, they will click off the page faster than you can say, "Lost
opportunity."
If you lack the confidence to write your own customer-attracting text, it may be
worth hiring a writer to prepare it for you. It could make all the difference.
2. POLISHED TO PERFECTION
We've all heard that "you can't judge a book by its cover," but the reality is
that we all do--and the same is true for a business website.
When it comes to a personal website, almost anything goes. However, the same
freedom does not apply when it comes to business, where the website should be a
polished and professional representation of the business or service, while still
reflecting the personality of the owner. Many fail to grasp the importance of
that first impression. As an online business owner, you will literally only have
seconds to capture a potential customer's interest.
If your site is sloppy, slow to load, and generally looks like it was built by
your grade school child, it is a fairly safe assumption that you will never
develop the successful online enterprise of your dreams.
Today, with the availability of online site builders, there is no reason for
anyone to have a site that looks unprofessional. Even without any knowledge of
programming or HTML, site builders make it easy to create an online business
presence that is polished to perfection. It's as simple as selecting a template
and typing in your text. Before you know it, you'll have a website that says to
the world, "I'm ready and more than able to serve you."
3. THIS LITTLE BUSINESS WENT TO MARKET
It's amazing how many people go blissfully into business with the notion that
they only have to open the door, and the customers will come running. Nothing
could be further from the truth. There is a common denominator found in the
majority of unsuccessful online businesses, and that is a lack of marketing.
No matter how brilliant your website may be, or how clever your product or
service, success will be very slow in coming if you don't take steps to get the
word out to the marketplace.
People often tell me that they are disappointed because their new website is not
generating any sales. The first thing I ask them is whether they have done any
marketing. More often than not, their response is that they haven't really done
anything at all.
Building a successful online business takes time and effort. It can take many
months, if not years, for a business to develop a reputation for reliability and
trustworthiness. However, once gained, that reputation is more precious than
gold. Unfortunately, most business owners give up before they ever reach that
point.
When promoting your business, the first step is to make sure that your website
is optimized for search engines. To do this, ensure that your website meta-tags
include the most important keywords pertaining to your business. Keywords should
also be included in the title tag.
Once you've done this, and your website is completely ready to be seen by the
public, submit your site to the search engines. To do this, you can use the FREE
service provided at the following site:
http://www.submitexpress.com
Another excellent site is selfpromotion.com. Here you can gain valuable
information on how to market your business. They will even submit your site to
search engines if you make a donation to their service:
http://selfpromotion.com
Having your site listed with search engines is essential. However, to get
traffic quickly you will need to use a Pay Per Click service, such as Google
Adwords and Overture.com (Yahoo search marketing).
Decide on the keywords and phrases that most people would use if they were
looking for your service. Then start bidding for those words, making sure that
you ONLY nominate the lowest amount available. Google and Overture will suggest
a figure, but DO NOT bid that amount. Start small and see how much traffic you
can generate. Once you see results and your business begins to grow, gradually
increase your bids, if necessary.
When preparing your website and promoting your business, it is very important to
remember that every penny and second spent improving your online presence, is an
investment in your future.
Ultimately, there are two types of online businesses--those that are website
failures, and those that are website winners. Get things right at the start, and
your dream business will never become a nightmare.
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