TIMES HAVE CHANGED. Business has changed. The way you market your business
has changed. And if you want to succeed in business, you need to change, too.
That means, in 21st century language, you need to have a website for your business.
For most of you, that means creating a site to promote and market your company.
It’s also a great way to learn more about prospective and existing clients and
build relationships with them. Whatever your web strategy is, there’s always
room for improvement. This post tells you how to make your business’s website more effective,
helps you determine what you can do yourself and when it’s best to outsource, and shares
the best industry practices.
BUILD A WEBSITE THAT SELLS ■ 3
Now that you’ve decided to take another look at your site, you have to determine exactly what
you want your site to do and what kind of experience you want your online customers to have.
Is it informational only? Will you use it to promote and create awareness of your service business?
Or do you want to drive customers to your brick-and-mortar shop? Do you want to start
selling products online, either from your own site or from an online marketplace like eBay or
Amazon.com? That’s what a web plan is for. Preparing one will help you better understand
your market and set goals for your site.
Start your plan by asking yourself some crucial questions: Who are your target customers?
What do they want and/or need? What do you want to accomplish? What are your competitors
doing? Do you have a time frame, and is it flexible? Think about your promotional strategy.
Your site is a great vehicle to distribute information about your company, gather customer
feedback and even sell products or services. How are you going to take advantage of that?
Remember, your website reflects you, your business and the services you are providing.
That’s why it is imperative you do it right. Don’t worry, though—creating a strong and successful
website is not as difficult as you might think. Essentially, there are four simple steps
you should follow.

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