A web site is a crucial ingredient of your marketing
strategy because it can widen your target market to include anyone who has
access to a computer and the internet. Almost 60% of Canadians had access to
the internet at home in 2003, and around 8 million had regular access to the
internet from somewhere, either at home, at work or at school.
And thats just in Canada. Ecommerce sales from Canada
were $7.2 billion, and we only captured 4% of the global ecommerce market! So,
how can you reach some of those internet surfers, and how can you capture some
of that $7.2 billion spent in ecommerce?
First, you build it
The first step is designing your website. If your company already has business
cards and letterhead, its best to design your website around them. A matching
corporate identity and website helps with branding.
I like uncomplicated websites, with a simple layout
and easy navigation. A nice, simple layout, with good graphics, balanced look
and good color combinations is my #1 goal when designing a small business web
site. Remember to use graphics sparingly and to optimize them for your website
because internet surfers are impatient. If your page loads too slowly, theyll
leave.
Navigation should be easy to find and to use, and it
should be consistent from page to page. Ive left more than one site frustrated
because I couldnt easily find their navigation.
Small business web sites arent static. They evolve.
You need to start somewhere, and starting with an introductory web site is
probably easiest. All you really need to start is five pages. You can always
add pages later. The important thing is to just do ittake the plunge and get it
out there.
Your five pages could include an index, or home page,
about us, services, contact and a sitemap. The index page is your landing page.
Typically its design is a little more detailed than the others, but it doesnt
have to be that way.
I like to use CSS (cascading style sheets) for
designing because its simply easier to build a web site and to edit its layout
with CSS rather than just HTML (hypertext markup language) alone. A change on a
CSS sheet changes all the pages on your site at once.
Content is king
Once your site is designed, youll want to start thinking about content. Design
is very important, but it does little good to have a beautiful site without
high-quality content.
Your small business home page introduces you and your
companywho you are and what you do. The about us page is usually used to give
more detail than the home page about who you are, and your services page gives
more detail about what you do. You might wonder why youd waste a page on a
sitemap since you only have 5 pages, but sitemaps help search engines find all
the pages in your site.
As far as content goes, more is better, up to a point.
Your pages should be content rich and informative, but they also need to be
relevant to your small business. If your visitor cant figure out what your web
site is about in just a few seconds, they may leave.
The internet was at first strictly informational, and
thats how it remains today. Several times people have tried experiments using
copywriting similar to direct mail sales letters, but theyve all failed. It
seems as if people surf the internet more for information than anything else.
Knowing this will help you write pages people will want to read.
Attracting visitors
You could follow your instinct and just start writing, but wait. Theres
research you must do first, or your web site simply wont be high enough in
searches to be found. Search engine optimization is far too big a subject to
cover in this short article, but among other things, search engines find your
pages based on keywords.
So, pretend for a moment that youre on the other side
of the desk. If you were a customer of your own business, what words or phrases
would you use to search for your product or service? Ask friends and neighbors
how theyd search for your product or services.
When youve come up with a few, check them out on a
keyword suggestions tool. You can also use that tool to suggest similar words
and phrases. Then find out how many results there would be if you searched for
that term. What you want to do next is narrow down your choices to the words or
phrases that are searched for the most, but have the fewest results.
Remember that people generally dont look beyond the
first three pages for any search term, so if youre not in the top three pages,
your business is not likely to be found at all. If there are millions of
results for your phrase, you might simply need to make it more specific.
For example, lets say you have a small business
consulting company that specializes in communication for small business. Using
communication as a search term is nearly pointless because there are almost 2
billion results for that word. But, there are only 974 results for small
business communication.
Much better, but how often is that searched for?
According to WordTracker, its searched for 10 times a day. Not bad, but I think
we can do better. How about small business consulting? Thats searched for 261
times a day, and there are 373,000 results. That could be the best primary
phrase for a small business communication consulting company.
What you want to do, is write your content around
those words and phrases. You dont want or need very manythree or four are
plenty.
Getting them to come back again and again
Getting visitors to come back to your site again and again is relatively
simple. Keep your content fresh and lively, make sure its informative, and add
to it often.
I hope you decide your small business needs a web
site. Its the best way I know how to reach a wider target audience with a
relatively small investment.