Note: This article was originally published in The Greeley Tribune, Sunday Business Section, November 14, 2004

Web Wise

Building a strategic, results-oriented Web site

Anyone can build a house if given the proper tools, instructions and materials. But how that house ends up looking and functioning depends on the person wielding the tools.

The same is true for a Web site: anyone can build a Web site and publish it to the Web if you know how to work a "wizard" tool which prompts you to choose a pre-designed template, a color or two and a font style. But few people know how to build a strategic, results-oriented Web site-one that has the necessary components that help you sell your product or service. Your Web site should have a strategy and sales goals-just like your business.

Before beginning your Web site project and meeting with your Web professional, do some homework to save yourself time and money. The following tips will help you be "Web Wise."

• Know who your markets are and thoughtfully plan out exactly what they'll need to know in order to make a buy-now decision. In order for your Web pro to deliver an effective Web site, he or she needs to know what you're trying to achieve. If you can't clearly communicate your goal, go back, think about it and research your niche market. You'll save yourself time and money if you arm yourself with a plan. The more clearly defined your target customer is, the more clearly defined everything else in your Web project will be: the strategy of your Web content; the design and flow of the information; the design of how the Web site will look and function; the keywords your niche market will type into Search Engines. If your target customer is a 30 year old mother (mothers control 80% of household spending, according to BSMmedia), do your homework on marketing to moms. Whoever your target audience is, do lots of research so you know them inside and out. Be prepared to give them what they need when they land in your Web site.
• Provide product specifications. Let's say you're selling white, pink and purple widgets in small, medium and large sizes. If you've figured out that your top Web site user will be a 30 year old mother, decide on the exact details she will need from your Web site in order for her to buy right now. She'll need to see a large photo of the widget in each color choice. Make sure that photo of the widget has something near it that will give size perspective (a person holding it their hands, if possible). Give details about the material it's made out of and let her know the color will not bleed upon washing-any details that will help her decide to buy right now.
• Give great customer service. Provide all of your policies on your Web site. If selling products, make it easy to find your shipping and refund policies. If selling a service, provide information regarding trial periods and decide whether or not to post your rates. No matter what your Web site is about, be sure to provide a privacy policy. Assure your Web site visitors you will not sell their information and that it is kept confidential. Don't hide your phone number. Answer your e-mail promptly or at least send an auto-response confirmation e-mail to any inquiries.

If you've done your homework by knowing and providing what your target audience needs, then you're well on your way to developing a strategic, results-oriented Web site that will achieve your sales goals.

Lori Gama-White owns DaGama Web Studio in Greeley, Colorado. Developing strategic, results-oriented Web sites since 1997, Lori Gama-White and her team of Web professionals are passionate about helping people get their businesses on to the Internet. For more information, questions or comments, call 970-378-7822 or e-mail .

© 2005 Lori Gama-White - All Rights Reserved - http://www.dagamawebstudio.com
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