The Internet has been alternately viewed as the solver of
all business problems and as an unregulated and expensive
technological monster. What is true is that the Internet has
changed the way business is done, and no company can afford
to simply turn its back in the hope that it will go away.
This guide examines the benefits of putting your business
online and takes you through the first practical steps you
will need to take to establish your presence on the World
Wide Web.
Why set up a website?
A website allows you to reach a global audience 365 days
a year, 24 hours a day. It could allow your business to operate
without a shop front. A website can also help lower your distribution
and wholesale costs.
Many companies initially decide to invest in an Internet
presence because it offers them an alternative way to trade.
However, many find that the main business benefit is actually
the time and money saved through introducing more efficient
working practices using their sites – rather than money made
through e-commerce.
The potential benefits of having a website
It can increase the amount of business that you do:
- You can sell products to customers online (e-commerce).
- You can reach international markets.
- A website can allow you to showcase your services and
products to a wider customer base,
- A website can help you get more business from your current
clients, particularly if you create a client database from
the information you collect online.
It can save you time and money:
- Answers to common queries can be put on your site.
- Product photos and descriptions can make brochures redundant
– and updating online is much cheaper than reprinting a
brochure.
- You can reduce your administration costs by putting standardised
forms on your site and communicating via email.
- You can advertise for new recruits online.
Is a website right for you?
It is important to be clear about how having a website can
add to your business. How does having a website fit into your
overall company strategy? Do you have sufficient resources
to maintain your Internet presence – keeping the site updated,
for example?
Evaluate what a site can realistically achieve for you. For
example, if you intend to trade online will you gain more
customers, lower operating costs or a competitive edge? Don’t
forget to calculate the value of automating your existing
business processes – it could make the crucial difference
to your decision.
Your need for a website is likely to be greatly influenced
by the sort of business you are involved in. Most estate agents
will already have considered an online presence because of
the obvious advantages to their clients of being able to see
the inside of houses and learn of new properties coming on
the market as soon as possible. A corner shop with few distinguishing
features in its product range may take a more leisurely view
of getting a website.
It is, however, important not just to follow the rest of
your market. If all of your competitors are rushing to sell
goods online, then you may decide you need to keep up. If
no one else is online yet, you may gain a genuine competitive
advantage by daring to strike out ahead of the rest of your
industry.
Getting started: how do I go about it?
The first task is to determine your objectives and set yourself
some goals.
Ask yourself:
- What are the short, medium and long-term benefits of having
a website for my business?
- How do I intend to define the success of my site? For
example:
- How many new customers can I attract in the first
year?
- How many new customers can I attract in the first
year? How much time and money will I save by dealing
with my customer queries online?
Next you need to look at the practicalities of setting up
your site. Decide:
- Can I build the site in-house or do I need to buy in professional
design and technical services?
- Can I build the site in-house or do I need to buy in professional
design and technical services? If so, who will manage the
project in-house/brief external contractors? How will we
monitor the service they give us?
- Do I own a web address? If not, which URL (web address)
should I buy? You may be constrained by what is available
and bear in mind you may need to buy several – e.g. Boots.co.uk
and Boots.com.
- In addition, every website literally needs some space
on the World Wide Web in which to sit. There are many companies
that offer ‘web hosting’ – that is, they ‘host’ your site
on their ‘space’ and ensure that when a visitor types in
your web address, they see your site. So, ask yourself,
what kind of website hosting services will I require? Do
I need technical assistance and back-up to ensure my site
runs smoothly?
Customer service is crucial to web success. If you are going
to offer customers the chance to order goods or make requests
online, you must be able to respond quickly to them and offer
them guaranteed security and delivery deadlines.Agreeing the
total cost
People expect a lot from the Internet – speed and current
information, most of all. Almost all sites will need to be
constantly updated and expanded to keep customers interested.
Planning your site content
Good site content is relevant, current, and written in short
sections. You can’t go far wrong in the beginning by asking
your customers what they would ideally like to read.
Compare other sites and see what information or services
are available on the ones you like. Searching competitors’
sites can be a great help, but focus on how you could improve
upon them rather than simply imitating them.
When looking at competitive sites, remember that you are
now dealing with a global medium, so don’t limit yourself
to UK businesses.
Content must-haves
- A site map – people like to know where they are going
and how they can get there.
- Offline contact details – include a page which can be
reached from anywhere on the site, allowing people to reach
you by phone, fax and post.
- A search facility – to help visitors pinpoint what they
want to see on your website.
- Try adding some frequently asked questions (FAQs) – visitors
love them and they can reduce the time you spend saying
the same old things over the phone.
And if you’re going to trade online, add:
- A privacy policy explaining your commitment to security.
- A guarantee of the quality of your products.
- A clear exchange/returns policy.
- Up-to-date prices and stock availability. This should
include all of the costs a customer will incur (e.g. VAT
and postage and packing).
Designing and constructing your
website
The first issue you have to resolve is: who will design and
construct my site? A basic shop window with email facilities
can certainly be done on a DIY basis, but if you need or want
a more sophisticated approach, particularly with different
e-commerce functions, then you may well have to bring in the
experts.
The pros and cons of doing the job in-house
Pros
- It will probably be cheaper.
- The website builder knows the business well.
- The website builder can be focused on this single task.
Cons
- The website builder may have to relinquish their usual
responsibilities for some time (permanently, if the site
requires considerable maintenance).
- Although capable, your in-house expert may well be not
as good as a professional developer.
The pros and cons of using a web developer
Pros
- They will work to a pre-agreed budget and timetable.
- You will get access to skilled people with a wide range
of experience.
- They will be up-to-date with recent learning about what
works on the web.
Cons
- They will also be working for other clients.
- It may take time for them to understand your business.
Whichever route you take, an understanding of the basics
of good site design and construction will be invaluable to
you. A website that is quick to download and simple to navigate
around encourages visitors to return. So does one that is
logical in its organisation and structure. Some web developers
talk about adhering to a ‘3-click’ rule, for instance,
which means that a visitor should be able to get anywhere
they want on your site with just three clicks of their mouse.
A few design basics
- Read up on website usability to help you design a site
that is easy for your customers to move around and find
what they are looking for.
- Be consistent within your own website. This will help
to make it distinctive. You could use the same typefaces,
fonts, heading styles, colours and backgrounds throughout
the site. Many companies place their logo in the same place
on every page.
- Using the same navigation devices across the website not
only reinforces your site’s identity, but also quickly familiarises
a novice Internet user with how to get around.
- Use ‘signposts’ (orientating information) on every page.
Remember that if your visitor arrives via a search engine
they may well enter the site at the page most relevant to
them and not your homepage.
- Remember that pictures will enhance the look of your site
but will make a page slower to download. The larger an image
file is, the longer it will take for the page to arrive.
Useful hints and tips
- Always bear in mind that recognising customer needs is
more important than understanding technology.
- Your Internet strategy should fit in with your overall
company strategy.
- Ask yourself what you are trying to achieve with your
website. Determine your goals and objectives.
- A website isn’t just about selling goods online – it can
save you time and money.
- Take time to decide if you need professional help to design
and build your site.
- Structure your site according to the kind of information
you are delivering.
- Check you have correctly categorised your site content
– it is more important to be clear than to sound clever.
- Constantly updated sites encourage repeat visits.
- Expectations of the Internet remain high, and you must
be able to deliver on your promises.
Useful contacts
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