PROCESS: getting started
Here are some helpful hint to help yo get started on building a web site that will be an effective marketing tool.
1. What are your goals?
These are broad areas of accomplishment for the web site. They will guide the specific objectives for the site.
Common objectives may include:
- Share information
- Increase contributions
- Sell products
- Educate clients and/or community
- Reduce overhead
- Convey brand position
- Increase intra-company communication
2. Who is your target audience?
A web site can't appeal everyone. Put some serious thought into the people that will be visiting your site. What is their age, education, gender, income, values, geographic location and hot buttons.
3. Site Objectives
Where goals are broad, objectives are narrow. Objectives are the means of determining the site’s effectiveness.
Here are some sample objectives:
- Six months after launch, at least 60% of visitors will visit “About Us”
- Six months after launch, will receive 15 email requests per month
- Nine months after launch, will receive a 15% increase in phone inquiries
4. Who is Your Competition?
Review your competition's web sites and make notes of what you like and don't like. Be sure to record their URLs (web site address).
5. What are your Company’s Personality Attributes?
Would you describe your company as Friendly, Responsive, Professional, Caring, Ethical, Cost Effective, Service Oriented, Cutting Edge, Casual, Conservative, Light Hearted or Innovative? Each company has a personality and that personality should be reflected on their web site.
6. What is your Company’s Unique Selling Proposition?
Your marketing message should be consistent across the web, print, tv, radio and other media.
Proceed to Choosing a Web Site Designer