| Twenty years ago most successful business owners | | | | (what do I want it to do)? |
| would have agreed that "location, location, location" | | | | 3. How will I measure my website's performance? |
| played a major role in their ability to generate profits. | | | | 4. What do I want to emphasize? |
| This still holds true today, except that it's not the | | | | 5. Who are my targeted visitors? |
| best corner on Main Street anymore - it's the | | | | 6. How will I measure success? |
| internet. Yet if you're like the thousands of | | | | 7. Who is accountable for my website's success? |
| attorneys, wholesalers, small town retailers, | | | | 8. What resources do I have available for building my |
| physicians, local health food stores, architects, piano | | | | website? |
| teachers, landscapers, auto repair mechanics and | | | | 9. What are my limitations? |
| other small business owners who have convinced | | | | Once you answer these questions and consider the |
| themselves that their business is "different" and is | | | | other factors that will affect your website's |
| therefore excluded from this directive, think again. No | | | | development, you should be ready to narrow down |
| amount of newspaper ads, direct mail campaigns, | | | | your website's income-generating methods using one |
| business cards, radio spots or trade shows can | | | | of the following four basic approaches. |
| substitute for a website, and more importantly, a | | | | Immediate Online Sales |
| high ranking search engine optimized website. | | | | You'll sell packaged goods, services and/or digital |
| Having a website is not enough. The internet, and | | | | products which will be delivered immediately or |
| more specifically, your website, is merely a tool - and | | | | sometime in the future. Although you may accept |
| a very powerful one. Aside from the obvious | | | | offline payments, like checks, you'll need a method |
| technology components, it's not all that different | | | | for accepting online payments via a shopping cart. |
| from other types of marketing communications like | | | | Lead Generation For Future Online Sales |
| brochures, sales letters and flyers. Your ultimate goal | | | | This is the quickest and most economical way to |
| is to use your website to generate income - whether | | | | build rapport and credibility with your targeted |
| it's all online, all offline or a combination of both. The | | | | prospects. Although this model varies widely, the |
| internet is the most powerful, effective and | | | | website owner asks their visitors to "opt-in", provide |
| affordable marketing tool available out there, but it | | | | their name and email addresses, in exchange for free |
| can also be the most baffling, and when you consider | | | | information, samples, advice, service and the like. This |
| that the internet is still in its infancy, it's even more | | | | also serves another very important purpose in that it |
| mind-boggling. | | | | provides web owners with permission to market to |
| Site Design Strategies | | | | these prospects and builds your all-important email list. |
| There are many different ways to create a web | | | | Lead Generation For Future Offline Sales |
| presence. The type you choose for your business will | | | | These websites are used to encourage offline sales |
| depend upon a variety of factors such as the types | | | | and are most appropriate for service professionals, |
| of products you offer, your target audience's age | | | | brick-and-mortar retailers and wholesalers, or any |
| range, personality types, preferences, budget or time | | | | other business requiring face-to-face sales processes. |
| constraints, your skills and much more. Although | | | | For example, a men's clothing retailer might include |
| websites can be used solely to entertain or inform, | | | | pictures of their best-selling pieces, provide directions |
| sharp business owners use them to generate income | | | | to their store location, highlight clearance items and |
| directly or indirectly. Decide how you'll use your | | | | offer advice on fabric choices in an effort to get |
| website to generate income so you can build the | | | | their prospects to visit their location. |
| right structure to accomplish that goal. Begin by | | | | Hybrid |
| asking yourself these nine important questions: | | | | This type of website gathers leads of interested |
| 1. What are my short and long term business goals? | | | | prospects for multiple products and services that can |
| 2. How will I use my website to achieve these goals | | | | be purchased online, offline or both. |