|Why Do I Need A Website—And
When you are communicating
with a potential client or purveyor—or acquaintance
for that matter,—how many times do you recall them saying
something like, “I’ll just check out your Website,”
rather than writing down a phone number or address. If someone
is in a hurry, they often will ask for your Website address
so that they can look at your information later. We are in
the age of the Internet. To deny it is counterproductive.
It is a simple fact.
When you are dealing
with someone and you ask for their Website address and they
do not have one, do you not think—even for a brief flash
of a second—hmmm. Now you find yourself asking why you
need a Website. The question is not really whether you need
one, but rather what kind of Website you do need.
Where do I start?
A Website is an invaluable tool for a business
professional. There are lots of options. You may need nothing
more than a few pages. You can start with the basic “about”
information and a way to be contacted by e-mail or phone.
That is a stake on the Web just as surely as if you had a
huge mega site costing a small fortune. The important thing
is to make that first step and join the ranks of the New Media™.
Now is the perfect time to analyze your needs and create a
plan for developing your Web presence over time.
There are basic things that a Website will enable you to do.
- You can use e-mal that is branded with your domain
- You can generate awareness and position yourself
as someone who is technologically savvy.
- You can do business online.
- You can receive information that will be of benefit
to you and your clients.
- You can ratchet up your competitive advantage.
Whether you have a two-page Website or a
200-page Website, these are the basic things that we all want
from our Websites. Do you need a Website? Yes. Do you have
to make a major investment to have one? Financially, no. Intellectually,
Analyze your understanding of the World Wide Web.
Do you use the Web? What are your favorite
sites? My guess is that your favorites are the ones where
you can most readily get the information you need and move
It is nice if the Website is visually appealing,
but the most important thing is its functionality. The good
thing is that a well–designed site (meaning the infrastructure)
is naturally appealing. Not form before function—form
and function is the key. A responsible and ethical Web developer
will quickly encourage you to avoid the bells and whistles
and start out with the basics. A clean, well-organized Website
will accomplish several immediate goals. You will be able
to communicate with your clients and associates through the
Web more efficiently. You will be able to better know what
you really need to expand your online presence once you have
some experience with a site of your own. You will also be
able to get on the radar of the search engines. Marketing
your Website should not be the last thing on your list. It
should be the first.
Ask yourself these questions:
Know Your Audience:
- Who is your target audience?
- What are characteristics of this audience?
- Who do you want to engage with the site?
- What is the purpose of your site?
- Do you have a clear picture of the business need the
site will fulfill?
- Will your site contribute directly or indirectly to
- How does the proposed site tie in to company goals?
- Will you simply sell your services as an agent or
add listings as well?
- Will you provide a sample portfolio of clients or
- How will the site help you obtain or retain clients?
- How big will your Website be?
- Do you understand that you can start very small and
build from there?
- Larger sites cost more money; will your site be 2
pages or 1000 pages?
- Have you considered limits for the size and scope
of the site?
- What forms of marketing will you use to promote the
- Do you plan to place the Web address on all stationery,
business cards and brochures?
- Will you place ads, send direct mail or market the
site online, or a combination?
- Are you planning to register the site with search
- Will you contact the media to review your Website?
- Do you plan to buy any specific image advertising
on other sites?
- What do you want to know about visitors to your Website?
- Do you want to know where they came from to reach
- Do you want to know what pages on the site were viewed?
- Do you need to know the total number of hits and page
are things that can be added later)
- Will your Website offer interactive features to visitors?
- Can visitors send e-mail, order a service or request
- How can the site give you feedback?
If you are still not convinced that you
need a Website—or you know that you need one but have
no Internet skills other than what you need to find information
for yourself—seek out a Web development or design firm
and consult with them. If you know people with Websites—good
Websites—ask them to recommend someone. You are an expert
in your field. You need an expert in Website development to
help you get started. Your cousin’s son who is fabulous
on MySpace is not what you need. This is a business decision,
not a social one. You can find out a great deal on the Internet
itself, so you will have an idea of what you want when you
do sit down to talk with someone seriously. Go to business
social networking sites and talk to people who have been through
this. The questions above are a good start in your conversation
with a Website developer or designer. Knowledge is power.
One reason this is a good time for anybusiness
professional who is ready to make the move to be on the Web
is because of the current economic environment. Chances are
you are not as busy as usual, or you are extremely busy looking
for ways to improve your current position. The Internet will
help you. It is critical to your survival long-term. Now is
the time to get started. Now is the time to commit yourself
to learning about the Web and how it can benefit you in business.
This is also a perfect time to re-evaluate
your current Website. If you have a Website now and it does
not address all of the issues raised in this article, you
need to think seriously about an upgrade. Like anything else,
a Website is subject to trends of the times. Take a look at
your competition. Do they have a fresh and clean look and
you are still back in the early days of Web design? I hate
to say it, but I have spent a good deal of time looking at
Websites for online and brick and mortor professionals and
I have to say the overall grade is failing. In the past year
I have seen some improvement, mostly in new sites. However,
sites that have been up for a while are sad—very sad.
Problems with your infrastructure can be corrected and you
can put a new face on your existing Website. I meet so many
people who feel that they made a bad investment when they
went online early on and have not gotten the boost that they
hoped for by becoming part of the Internet revolution. Going
online is never a bad investment. The bad investment is in
choosing a bad developer or designer to help you.
Look for these qualifications:
- Candidates should be able to provide URLs of previous
work. This is the equivalent of a portfolio.
- Get references from previous clients or employers.
- Was this person easy to work with?
- Did he or she produce a fast-loading, well-functioning
- They should be able to provide you with a point-by-point
evaluation of your current site and their possible solutions.
- They should implement site-optimization procedures
within their plan. If someone is building or upgrading
a site for you and wants to add site optimization after
the fact, they are not factoring it in from the beginning
and will not be creating an efficient and searchable site.
- Follow your instincts.
- Do not be intimidated.
Be realistic about your expectations.
A Web site is a business. It takes time to
get things running as you want them. It takes time to market
your site. Anyone who promises you that you will be swamped
with business in the first month is misinformed to put it
politely. For that to happen you would have to launch a major
media blitz-television, radio and print. Like anything worth
doing, it takes time and effort to establish yourself on the
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