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Web Site Design Basics - From A Marketers
If you are thinking, well, web site design is my IT
department's job, I'll just pass it to my IT manager.
You would have made the first and Biggest
Mistake towards your online business.
The truth is, web site design is far beyond
IT department or graphic designers' job. 10% goes to IT dept, 30%
designer, and the rest 60% has to be taken care of by Marketing
Department. Not any marketing staff, but an online marketing
specialist who understands online marketing inside out.
IT engineers will build you a database-driven web
site, which cannot be well indexed by search engines at all;
graphic designers will give you a big flash file, which your potential
buyers will not wait for it to download. Wither way, you won't have
enough visitors...and sales.
Is this what they propose to you;-)? Think twice
before you approve.
I'm not here to offend engineers or designers.
There're many of them who are also experienced online marketers
and able to design excellent business web sites. What I mean is
that, you have to think like an online marketer while designing
your web site - right from start.
You build a site to improve your bottom line
instead of showcasing fancy graphics, don't you?
Then you, or whoever is responsible for
site design, have to know these basics for building a successful from online marketers'
1) Clearly Defined Purpose
Always ask this question before start designing: What do you
want your web site to achieve?
You'll save a lot of time and money by being honest with
yourself right here at the beginning. Just why are you doing this?
What do you hope to achieve? What is your purpose?
Every business is meant to make money. That's for sure. But
that may not be the primary purpose of your web site. You may
not want to make sales directly from your business web site.
For instance, you may want potential customers to learn about
your business, and gain
a favorable impression of you. The most obvious example is the
official web sites of popular movies. In this case, the producer
just cannot make any direct sale from web site. However,
millions of fans get hooked by the product online and are
actually pre-sold - once the show is in town, they rush to
You may want to develop a qualified list of prospects for
your products and services. Then make a deal through following
up and further communication. Take this site as an example, if
you're interested in our professional
web site promotion service or web site
design service, we have to discuss the details via email, phone call,
or even meeting face to face (if you're in Singapore as well;-).
You may want to develop a customer support site providing
downloads, plug-ins, product manuals, technical FAQs, etc.
You can sell products directly from
your web site, like what we do at Working-At-Home-Business.
purpose requires different strategy. Focus on what you want
visitors to do. Everything you do should help lead visitors to the
Content, and Content
You have to give to get. Surfers
are looking for information, most likely free information. Your
need to develop content to answer their questions or solve their
problems to some degree. Only when they feel you are here to help
and trust your professional qualification, you have a chance to
sell your products or services.
Develop unique content if
possible. Your site can't be like
everyone else's, it can't just be a couple of images you
downloaded from free clipart sites and call it my online business.
It has to be unique and provide interesting
content that you can't find anywhere else.
Always focus on
visitors' needs. Provide what they want to know instead of
what you want to showoff. Don't talk about your company too
much. Nobody really cares except yourself. Introduce yourself or
your company only when it's necessary to build trust and
3) Search Engine Friendly
big guys may not need to put much effort in this. They have enough
budget to blast ads everywhere and create a brand name overnight.
As a small or medium sized business operator, you just cannot
ignore search engines.
optimizing your web sites until it gets listed in the top 20 in
major search engines, especially Google,
for your targeted keywords. This is the most powerful way to drive
traffic and potential customers to your cyber business.
amazed at the number of business web sites that apparently don't
know anything about search
engine optimization. It looks great, but if you do a search
for their main products, or even their business name, the web site
is nowhere in the result.
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Feel free to use this article in your
publication or web site.
It's pre-licensed to you.
The only requirement is to include this resource box:
Article by Zac Hewlett at
web site design and promotion articles, proven online
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