Avoid weaving a tangled Web site: thinking of launching or updating your Web site? Here are a few hints to help get you started

Art Business News, Jan, 2004 by Lynn Fey

If one of your New Year's resolutions is creating a Web site for your business (or updating the site you already have), here are a few questions to ask yourself:

* What do I want my Web site to do for me?

* Have my customers asked for my Web address?

* If yes, why--what was their interest?

* How could I best use the site for service and customer retention?

* Is there a way to measure the results?

Your answers will help you determine what kind of Web site to build--or whether or not you need to build one at all. A brochure-style Web site focusing on information looks and feels very different from one dedicated to selling products online. Here are some tips to get you started.

Hire Professionals

If you can afford to hire a professional Web designer--do. Your site will look better, run more efficiently and provide better results. Ask other small business owners for referrals.

Most Web site designers will provide a range of prices based on the complexity of the site. Ask for references and for the addresses of sites they have created. Take a look at them using more than one browser and at different connection speeds to see how well they work..

When you work with a designer, it helps to outline your goals. Do you want to provide information and communicate to existing customers, or are you more interested in selling goods online?

Be clear in describing the image you want to convey. Be sure you are mirroring your store's image and keep your own brand identity. And don't forget to establish a budget, put it in writing and stick to it.

Give the designer examples of your marketing materials, including business cards, letterhead, brochures and advertisements. This will help him translate the brand identity you have already created onto your Web site. You should also provide Web addresses of sites that you like with a short description of why you like them.

If you can't afford a professional designer, consider purchasing Web design software such as Microsoft FrontPage It's easy to use and comes with good advice on how to create a professional-looking Web site. If your skill level is more advanced, consider Dreamweaver or Adobe GoLive.

Keep it Clean.

Resist flashing lights and wild backgrounds. They may look fun, but they can distract visitors to your Web site from your company's message. Apply the same high level of creativity you offer your customers when designing your Web site.

Keep in mind that your site will be much more than an electronic brochure. And avoid the common mistake of putting copy straight from a brochure on to your home page.

Make the First 10 Seconds Count

Let your home page catch the consumer's attention fast. In two to three seconds your visitor should know everything your business does. Think of it as your virtual shop window. It should be inviting, interesting and informative, enticing consumers to come inside, look around and spend some time with you.

Create a Fast Load.

Savvy consumers won't stay long on a slow site. But how fast is fast? Sites run by companies such as Amazon and eBay load in a little more than two seconds, and your site should be within a similar range. A professional designer will know the tricks of the trade that will keep

your site running lightening fast.

Make Navigation Simple.

Your site should make it easy for people to find their way around so, again, keep it simple. Visitors will quickly move on if they can't find what they want within two or three mouse cricks.

Update Your Site Regularly.

How often is regularly? It all depends on your goals. If your goal is to use the site for customer retention or to provide information to potential customers, then it should be updated every two or three months. Think in terms of an electronic newsletter. Your overall template will stay the same, but time sensitive content will be updated to encourage repeat visits. A site that is used for selling online should be updated based on volume of sales and the number of hits to the site.

If you are using your site as an electronic business card, then change the photographs on a quarterly basis to keep it looking fresh, and update basic store information as needed.

Devise a Follow-Up Plan

If your site includes an electronic communications tool, make sure you develop a plan for replying to your customers' questions and requests. You cannot ignore people or make them wait after they've contacted you. Your image begins the moment you respond.

Create Compelling Content

Now the real fun begins. Start with the basic information such as your retail address, hours of operation, profile of your products and services and possibly background information on the owner(s) and the store history--if it's an interesting story.

But, that's just the beginning. You want to retain current customers, encourage repeat purchases and build your customer base by attracting new customers in your immediate area. Your goal is to keep people coming back again and again. Here are a few ideas to get you started:

(1) Provide a listing of local events that your customers would find of interest.