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Web Design
When Your Business Should Not Have a Web Site
Despite all the hype about getting on the Web, your company may not benefit from this fast-changing electronic medium. And if the role of the internet and WWW as it pertains to your marketing mix is unclear, then you have ample reason to stand back and ask yourself--do I really need a web page?
This article addresses two concerns: the Web as a marketing tool, and how a business or organization can determine if a Web presence will justify the means of getting there.
Yes, you can be within a keystroke of millions of Internet users for dollars a day. But if you own a real estate company specializing in commercial property in Pittsburgh's northern communities, do you really care if someone in the UK sees your page? Besides some possible ego gratification, there will be no measurable benefits if your site does not reach your target market.
If you understand who and where your market is--and have a successful history of reaching them in a traditional fashion--then you are prepared to entertain the idea of using the Net as one of your marketing vehicles.
Unless you have an international business with broad consumer market appeal, forget the large numbers. You're engaged in a rifle, and not a shotgun, shoot. Let's further assume you understand the demographics of internet users in your market area. What is the best method of reaching them? A simple (a.k.a. affordable) Web page and frequent postings to Craigslist and other local newsgroups might be the most logical strategy (when taking into account all factors, including marketing budget). Or maybe you do need a WWW site with a plethora of pages. Having a well-developed marketing plan and understanding Web dynamics will answer this question.
Yes, I need a site... but how elaborate?
There is a very simple answer to this one. What will it take to get a potential client to respond?
It scares me when I hear companies talk about their pages as "silent salespeople." It seems like they are expecting a piece of marketing material to do their work for them, like a job hunter who expects their resume to procure them a job.
A resume is 100% successful if it gets you an interview, and so is a web site if it prompts a visitor to e-mail, call, fax or write. So how do you design a page to maximize response?
The `Net is not some newfangled gizmo that has a proprietary set of marketing rules. The same concepts that apply to running an ad in an industry trade journal apply to the Web.
The term "information superhighway" is appropriate. Provide useful information--product/industry information, product support, history--and users will not only come, but return. And if they return, there is a better chance of response. Response means success.
Your site needs to be more than a "pretty face." Elaborate graphics, sound/video files, Flash, JAVA, CGI scripts... all fundamentally useless, if the site isn't driven by content first. Try selling the steak, and not the sizzle. Keep it simple, see how that works. You may be surprised at the results.
What else should I consider?
Who is going to maintain the site? How often will it need updated to be effective? Who in your company will need to have an account and access to e-mail? Who is going to respond to inquiries? How are you going to promote the site (on the `Net and via traditional mediums)? Do you utilize Google AdWords®, Overture® and other pay-for-click advertising? And what is all this going to cost?
No set answers here. Shop around. Do your homework. Ask pointed questions. But more than anything, know what you want to accomplish with your WWW site. By setting your marketing objectives first, your chances of developing a site that works for you is greatly increased.
If you're interested in determining the compatibility between the Web and your business, call us at (412) 233-5491 or send us e-mail. Initial web consultations are without charge.
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