Keys to building a successful web site
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What are the keys to building a successful web site?

  • Use a simple design that is accessible to all web users and which takes account of differences in download performance and computer operating systems / browsers. For example, a site that is heavy with image and other multimedia content may perform acceptably through a broadband connection but will only cause delay and frustration where connection is through a slower modem line.
  • Know your customer. Your web site is an extension of your business. It should be consistent with other aspects of your customers' experience in dealing with you both in the 'look and feel' of the site and the language you use.
  • Only promise and advertise what you can deliver. If you are advertising your services through a web site then make sure that the speed and quality of follow up and delivery meets your customers' expectations. A dissatisfied customer is unlikely to return a second time.
  • Own your web site. Only you are responsible for the content of your web site. It represents your business, not that of the web design company. You know your customers better than any 3rd party ever could.
  • Promote your web site through traditional means. This might include targeted newspaper or magazine advertising. Just building a web site is not enough to guarantee that your customers will be able to find you. Internet search engines may take some time to find and list your web site and should not be relied upon as the only means of advertising on the worldwide web.
  • Keep your web site updated and accurate.
  • Encourage feedback from visitors and customers to the web site. This is a highly valuable source of ideas for how your site may be improved.
  • Where appropriate, identify other complementary businesses and suggest a reciprocal site-linking arrangement with them. This will help to drive more 'traffic' to each of your web sites.
  • Encourage customers to register their e-mail addresses with you so that you can notify them of any significant updates to your site or special offers.
  • Monitor what your competitors are doing with their web sites. You may get some great ideas!

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How much will it cost to build a web site?

Small businesses are sometimes put off by the cost of having a web site built for them. In reaching a decision that your business needs its own web site there is really only one question you need to answer: -

Will having a web site add value to my business and my customers?

If the answer is no then maybe you should leave web sites alone for the time being.

Adding value does not simply relate to extra sales. For example, it could mean providing additional information about your products, promoting customer loyalty and differentiating your business from your competitors.

Assuming there is value in having a web site you then face the difficult task of deciding how to find someone to build it for you.

The cost may be as little as a few hundred pounds but could reach tens of thousands of pounds. It all depends on who you ask and what you ask them to do.

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Tips for choosing a web site builder

  • Ensure [where possible] that you meet with the individuals who will be responsible for designing and building your web site. Satisfy yourself that they understand the needs of your customers and what the web site is intended to achieve for your business.
  • Ask to see examples of their work. You might request testimonials from previous clients or ask to speak to them direct to see how satisfied they were with the results.
  • Ask for a formal written proposal.
  • If time permits, get several quotes.
  • Ensure that you will own the copyright of the finished web site.
  • Discuss who will be responsible for ongoing administration after the site is built and what costs will be incurred.
  • Discuss how flexible your site will be after completion. Ideally, you want a design and structure that allows for expansion without the need to completely rebuild the site.
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