Value of a Strong Web Presence
If you’re a business owner, you’ve likely questioned how to maximize your return on Internet strategies. Your website can build loyalty and set you apart from competition. Local optimization can ensure your business is uncovered when users are ready to buy. However, as you may have discovered, it’s not enough to simply have a website. It must do something for you.
How to Max Returns?
A common mistake when deciding to create a web presence is finding the quickest and cheapest sources and then letting it exist without monitoring its true performance— the out of sight, out of mind approach. It’s a fair mistake. However, it’s asking for problems. The best way to maximize your return is simply by:
(1) Being part of the process, even if you are outsourcing.
(2) Setting goals.
(3) Being proactive about your website’s performance.
(4) Achieving a working relationship with a developer who can quickly and accurately make requested changes to improve your results.
Best Practices & the Truth
You need to be aware of web best practices in order to avoid mistakes and being taken advantage of by those wanting to make quick cash. Exploring the latest website and search engine optimization best practices stick with reputable sources and compare data across multiple sources. Google provides a great guide for Search Engine Optimization (SEO) best practices in the Google Webmaster Tools SEO section. Installing Google Analytics on your website is a great way to tap into an enormous pool of web data and marketing research— for free!
Reputable sources include those that tend to be popular and have a good track record. To avoid problems when choosing hosting (like losing access to your files), it’s safe to stick with well-known hosting services rather than a local warehouse of a few servers and a few employees to maintain them. For web providers, ask for a portfolio and have them explain what parts of the site they actually built, what platforms they build their sites on, and if they have any client examples of success that they can show you.
If you’re marketing locally, investigate local media, directories and related websites that you’d like your business to appear on when potential customers are searching for information.
Sketch your site layout even if you aren’t designing it. Your provider can’t read your mind and is probably not an expert in your industry. Communication will help you have more than just another website. Try to avoid splitting the project across numerous providers to ensure cohesion and save dollars in the long run. Also, be wary of “too good to be true” promises.
Remember, a website’s not a magic solution. It will take time, resources and diligence to achieve results but you’ll thank yourself for the hard work in the long run!
Authored by: Small Business Development Center at USF web specialist and business analyst.
To learn more about Internet strategies and how to have more than just another website view Tampa SBDC web seminar schedules (or browse our other counties) or make an appointment for free web consulting.
SBDC at USF offers low-cost seminars and no-cost consulting in a variety of areas important to today’s small business owners including the following:
- Creating a Business Plan
- Obtaining Financing
- Strategic Planning
- New Product Introduction
- Conducting Market Research
- Developing a Marketing Plan
- Getting Started with Government Contracting
- Tax Planning and Assistance
- Accounting and Quickbooks Help
- Certification Assistance for Minority or Woman Owned Business
- Management Issues with Employees or Other HR Concerns
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