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Here is my response to the question, "Can you give me your thoughts on Web sites?"
E-commerce and Web sites are steadily becoming "must-haves" in the marketplace and corporate world. Whether your business is insurance, advertising, retail or medical, clients and customers expect you to be on the Internet.
According to Forrester Research, business-to-business e-commerce grew from $110 billion in 1999 to an estimated $500 billion in 2001, with a projected growth to $1,330 billion by 2003. Equally as impressive is the growth of business-to-consumer e-commerce, which rose from $20 billion in 1999 to an estimated $50 billion in 2001, with a projected growth to $110 billion in 2003.
Andy Grove, founder of Intel Corporation, has been quoted as saying, "In five years time, all companies will be Internet companies, or they won't be companies at all." While I may not agree with Mr. Grove's time frame or with the complete validity of his statement, I have seen the rapid growth in business Web sites and the rush to be a part of e-commerce.
Within my own firm, we are often designing or upgrading Web sites for clients. We were one of the first businesses in the Northeast to create and establish its own Web site. We have found through the years that more clients have come to us after surfing the Web for information on marketing communication companies.
A Web site is certainly something every company, whether large or small, should consider having. With the Internet's ability to reach the world, it is a form of advertising that extends to millions of people whom you wouldn't be able to reach through other mediums.
If you have thought about creating a Web site for your business, but don't know where to start, I recommend you follow these basic steps.
Compile a list of buzzwords related to your service or product
It is essential for your URL to have relevant keywords associated with your company. If you need help, you can log on to your preferred browser and search "unclaimed domain names." This should provide you with a list of valuable sites containing unclaimed domain names and how to register.
Register your site with the top search engines
Next, strategically position your site within these search engines. It is crucial when people type in key words related to your business that your Web site shows up within the first two pages of the search. There are various sites that will aid you in optimal positioning.
Research the competition
Check out your competitors' Web sites or sites of other businesses similar to yours. See what works and what doesn't work. Enhance similar areas on your site that you think they do well.
Acquire professional design assistance and service
Consult a qualified Web design company to ensure that your site is easy to use and does not have a lot of download time. Advertising and marketing professionals are a good resource to consult, especially if you require a lot of assistance. They will help make your site creative and visually appealing.
Get feedback
Ask friends and family to critique your site.
Incorporate your URL on all of your corporate stationery, signage, and promotional items
Make sure your URL is included in any advertising, press releases, or news stories. This will give clients and potential clients another avenue to reach you and to learn more about your service/product. It allows you to be more accessible.
Hold contests or giveaways
This will keep people interested in your site, so they visit more than once.
Get involved with a charitable Web site
For example, someone clicks on a button on your site and a hungry person somewhere in the world receives food. This is at no cost to you or your visitors. The funding comes through the people or organizations that sponsor the charity site.
I suggest that you also keep these tips in mind:
You must be able to do business on Internet time
Internet business is a 24/7 proposition. You need to be accessible to your customers at any time of the day or night to maximize your profitability and ensure complete customer satisfaction.
Strive to excel in customer service
Customers and clients are the center of your business.
If you are selling products, make sure merchandise is in stock and keep turn around time to a minimum
Customers are achieving the instant gratification of clicking on a button and purchasing items from home, saving them the inconvenience of running from store to store. Don't create an inconvenience by making them wait an inordinate amount of time for their merchandise. Make sure your online purchasing is programmed to download easily, is user friendly and, most importantly, is secured.
These tactics and strategies will get you started on the right track. If you have any other questions about Web sites, the emergence of e-commerce, or other aspects of marketing and advertising, please e-mail me a DaisyGallagher@gallagher-gallagher.com" and I will try to address them in an upcoming issue.
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