Start Small When Launching a Web Site

To be effective, a Web site does not need high-tech features and graphics. Eye-catching graphics are nice, but they can be expensive to design. Even standard features such as shopping carts require considerable time to create and integrate, and can set you back plenty.

by Jeffrey Moses NFIB.com

Fortunately, a simple yet well-conceived site that focuses on content can meet the needs of most small businesses. An effective Web site needs the following:

Mission statement

List of products and services

Contact information for the company and key employees

A link to write an e-mail to the company without having to leave the site

Most of this information can be conveyed in text — the cheapest and simplest thing to put up on the Web. Text can be changed easily, and almost instantaneously — helping you avoid expensive designer costs each time you need to update your information.

To develop a Web presence, a small company should start small and expand as warranted. Some companies can begin by simply designing a few Web pages that function as an online brochure.

The only expenses you’ll have are reasonable designer fees and a monthly payment to your Web host.

When your site is up, keep track of customer reaction and usage to determine when you should expand, and how. Monitor the following:

Number of weekly or monthly e-mails and phone calls resulting from the site

Sales that directly result from Web contacts

Questions about particular sections or pages of the site

Customer references to specific data on the site

Overall company revenue increases after the site is up.

Expand your site after determining which sections of the site seem to be most interesting to customers, especially those sections that generate questions, comments or actual sales.

Once you design the site, you need to advertise it. Put the URL on all your marketing materials, business cards and letterhead. Work with your Web host to secure the best possible position on Google and other important search engines. And create links with trade association sites and other related sites that can bring traffic your direction.

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