web guide

The Keys To Success

by: erick straghalis
12/08/2002

Every good business person knows you can't sell your product or service without the tools to market it. The web, as I've often said, has proven itself as a useful and intrinsic tool in business. The key is learning how to use it to your advantage.

If the first step is to understand why you need a site, the second step is how to build it to serve those needs. There are three basic elements of a site that mean the difference between success and mediocrity. Familiarizing yourself with these elements will not only keep your customers happy, it'll keep your wallet happy too.

Content: Most web surfers will spend about 10 seconds scanning a site before moving on. If in the first 5 to 7 seconds you can't pique their interest, your out of luck (and possibly out of a sale!). The biggest mistake most web sites make, is not making a site valuable to it's visitors. In the land of the web, content is king. Target your audience with market-specific high-value content. Consider the following as examples of good content:

benefits to clients
specifics of services of products
how to get more information
your company's experience and success'
your company's qualifications

Design: Your web site has a direct impact on how current and potential clients view you and your company. As an extension of your business, it's an opportunity to promote your brand and a statement of how "connected" you are technically. Creating a site that enhances your image will dramatically increase your selling potential. Keeping that in mind, it's important to design a site that will project you positively and professionally.

Create the sense that your audience is valued and important to your business by designing to them. Companies spend tens of thousands of dollars on sites that are flashy, cluttered and overwhelming. Here is perhaps, the best advice any developer can give - sometimes, less is more. Even on the web, time is money, and when it takes 10 - 15 seconds to load a web site (no matter how exciting that flash intro may be), you'll lose your audience every time. Guaranteed.

Compatibility: Design your site with the future in mind. The web, and all the technology that revolves around it, continues to advance exponentially. Browsers, PDA's, mobile phones, and evolving wireless devices are changing the way people connect to your site. Make sure they can see you! More importantly, make sure they can find you! Compatibility in design and search-engine friendliness are two important ways to ensure your site will reach the largest audience possible.

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web guide

The Keys To Success

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