| Increasing numbers of shoppers begin the research | | | | (lead generation)? |
| stage of the buying process by searching the web | | | | - Buy a product (direct selling)? |
| for info on the product a service that will meet their | | | | - Join your mailing list, visit your social media property, |
| needs. In and effort to stay current, many small | | | | or watch a video (brand awareness)? |
| business owners I've worked with will post an | | | | - Comment in your forum or on your blog post |
| unattractive, poorly planned website so they'll have a | | | | (interacting with customers)? |
| URL to put on their business card. The end result, | | | | Who will visit your website? |
| though, often poorly represents the small business' | | | | - What do you know about your target audience? |
| brand and actually does more harm than god. | | | | - Are they experienced web surfers (e.g. teens; |
| Now, the title of this article assumes your small | | | | young adults)? |
| business does, in fact, have a website. If you don't | | | | - Or are they new to the web (e.g. senior citizens)? |
| have a website for your small business, this is a great | | | | - Are they new to the site or are they repeat |
| place to start thinking about one. If your site is | | | | visitors? |
| already live, use these points to diagnose what you | | | | What are your technical requirements? |
| already have. | | | | - Will you need a shopping cart? |
| What is the purpose of your small business' website? | | | | - Database interactivity (i.e. forums, blogs, mailing |
| - How does it fit into your overall marketing | | | | lists)? |
| strategy? | | | | - Will you need video or Flash support? |
| - Is it for lead generation? | | | | - Is your content in a single languages, or multiple |
| - Is it used for direct selling? | | | | languages? This website planning checklist for your |
| - Is it used to raise brand awareness? | | | | small business is by no means exhaustive, but it's a |
| - Is it used for interacting with customers? | | | | good starting point to help you begin thinking |
| What do you want the website visitor to do? | | | | strategically about your website. |
| - Download your white paper or request a demo | | | | |