The internet has become the leading vehicle for today's movement of information. Some of the information now found on the world wide web today is transmitted through the content of images, text, video and audio. Most websites incorporate some of not all of those forms to communicate to their prospective viewers in hopes to relay the information of a company, individual, group or organization. Just like in any other design, the owner of the website looks to grab and keep the attention of the viewer to provide them with something of interest. Some even use the internet to sell products or services.

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WHAT TO CONSIDER WHEN BUILDING A WEBSITE
Four Questions that Help Define Your Online Goals

It seems everyone has a Web site these days, including your competitors. To grow your small business, you’ve decided to establish an online presence and need additional information before you proceed. Ask yourself the following four fundamental questions. The answers will establish the groundwork for a successful online business.

1. Why do you want a Web site?
2. What do you want your Web site to do?
3. Who are your customers?
4. How much time and money are you willing to spend to develop and keep your Web site current?

Why Do You Want A Web Site?

You can establish a professional, trusted image by having a Web site. An online presence can perform many functions to help support your business, and all of them should incorporate the following three top-level goals:

Enhanced Customer Service. The Web offers unprecedented ways to improve service to your customers. You can give buyers the ability to check the status of their orders or accounts, and to handle transactions electronically anytime. Customer loyalty can be enhanced through interactive discussions and surveys designed to assess public reactions and gather honest feedback about products and services. FAQs and e-mail can reduce the volume, and therefore the expense, of toll-free calls. If you sell products online, you can use e-mail to confirm orders.

Reduced Sales and Marketing Costs. Online operating manuals and troubleshooting guides can reduce telephone time and streamline operating efficiency. You can provide information on special offers without incurring the cost of brochures, direct mail, long-distance charges, travel or other business expenses. You can stretch your marketing dollars by including your Web address on print materials targeting potential customers. If your site is designed to process orders, you can make sales around-the-clock, seven days a week, regardless of staffing levels and without the extra costs of toll-free telephone lines, regional sales offices or distribution centers.

Opening New Markets. A Web site allows you to explore new ways to sell your products. Wholesalers can open a retail channel (provided their own retailers don’t object), and local businesses can tap into national and international markets that were previously out of reach.

What Do You Want Your Web Site To Do?

The more successful Web designs put the needs of the customer first. Target your Web site towards one or more of the following functions:

Online Sales. If your primary business is selling products, focus on creating an online store where customers can easily find what they’re looking for and purchase it with little difficulty.

Marketing. If your primary business is delivering an off-line product or service, you will still want an online brochure that delivers practical information about your service, projects a positive image, and builds trust and customer loyalty.

Online Service. If you deliver an online service, you must build an infrastructure for the delivery of that service. You’ll need to determine what to feature in your product catalog and how to handle online payments and orders.

Information Delivery. If your primary business is publishing information, determine how to charge for your content. You can charge through subscriptions or on a per-use basis. Or you can deliver the product by e-mail once the transaction is complete, or give buyers access to a special Web site upon payment.

Customer Support. Whether you’re selling directly from a Web site or from a storefront (typically called “brick-and-mortar” site), providing new product information and a way to track orders keeps customers coming back.

Who Are Your Customers?

Before you establish your Web presence, it’s important to know who your customers are. Identifying your audience will determine what information to include on your site and how to organize it. Study your market. Determine your target audience’s wants and needs by visiting your direct competitors’ sites, as well as those of companies selling related products. Decide how you’ll make your site stand out in your customers’ minds.

How Much Are You Willing To Spend To Develop And Keep Your Web Site?

Determine how much time and money to spend on your Web site. Set a budget for development, building and maintenance. Ask yourself questions such as the following:

1. Are you going to create your Web site or hire a team of professionals to develop and maintain it for you?
2. Will you need to invest in new computers and special programs to handle HTML coding, graphics and database functions?
3. Are you planning on setting up your own Web server, or will you be using the hosting services of an Internet Service Provider (ISP)?
4. Have you considered hiring a contractor or using a turnkey solution to maintain and upgrade your site?

*excerpted from a small business article on www.microsoft.com