Starting Up: A Web site is
essential for your business, but do your research first
I received a phone call recently from a business owner who needed
a Web site for his business. He had paid a nice chunk of change
to a company for a Web site and received nothing. You may find
this hard to swallow, but the person left with the money to Mexico,
presumably to sit on a beach and drink margaritas.
A Web site can take your business to the next level. Studies
repeatedly show that the most cost-effective form of marketing
is e-mail direct marketing. It has a 4,500 percent ROI (return
on investment). Your Web site needs to tie into an e-mail lead
capture system that allows you to do follow-up direct e-mail marketing.
Jump on the bandwagon now! But proceed with caution before plunking
down hard-earned cash for a Web site. Here are some key points
to keep in mind.
First, what type of site is it? Is it going to be an informative
site or an e-commerce site? There are two types of Web sites,
ones that work and the ones that just look pretty. Keep it simple.
Too much information and flash can bog down the end user's computer
and frustrate efforts to visit your site. Look around at sites
you like to visit. What appeals to you? Can you incorporate something
similar to your Web site?
Second, does your webmaster give you all your Web site information
just in case something happens to him or his business? Once the
site is built, do you know where your site is hosted? What are
the user names and passwords you'll need to get to your Web site?
Your webmaster may be reluctant to give you this information because
of fear you might mess up his or her work. Remember: It's your
Web site, and if you need to change hosting services, content
or webmasters, could you? Chances are you will never need to,
but it's your site and you need to have that information.
Third, beware of free or inexpensive offers for Web sites, domain
names, or Web hosting services. Many times these services can
take your Web site or domain name hostage. For example, a popular
domain service features domain names for just $2.99. What they
don't tell you is that you don't own that domain name; they register
it under their name. So if you want to move it, you can't. Can
you imagine having a domain that is part of your brand identity
and now it's being held hostage?
There are many reputable webmasters and developers out there,
but do your homework. It could save you thousands of dollars in
the end, like the business owner who gave away thousands of dollars
to someone who is now in Mexico with sand in his toes. Another
business owner has been waiting six months for his free Web site,
since his friend is building it. I think his friend will string
him along another six months. In times like this, can you afford
to wait for your buddy to finish your site? Is it costing you
thousands of dollars in business in the meantime?
Don't be afraid to ask questions. Some webmasters might try to
bully you with jargon, so get clarification on things you don't
understand. You need a partner who is willing to work with you
no matter what your level of expertise is.
Article ran Junel 04, 2009 in the Idahostatesman.
http://www.idahostatesman.com/business/story/791386.html
|
