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Get Your Web Site in the Spotlight

Although business Web sites are designed with different goals in mind, an effective Web site should always carry the same image as the company itself. Customers are becoming more comfortable shopping online, and from 2005 to 2006 e-commerce sales increased 23.5 percent, while overall retail sales increased 5.8 percent. It is best for the inexperienced to hire a professional to create their Web site, rather than trying to design it themselves; this relatively small investment can provide much greater benefits than a how-to book of off-the-shelf software. Before beginning the construction of a site, go over the basics of the business's identity and strengths; customers judge a company as soon as they see its site. Rich, detailed content can help you become a source for purchasing products as well as information about such products. Blogs, news sections, or other frequently updated content will help a site's chances of turning up in a Web search; so will including keywords that users are likely to search for. Do not underestimate the effectiveness of simplicity; simply because many flashy features are available does not mean they should all be used. Do not make users struggle to find out what your company does; explain yourself very clearly. Make sure that if a user is sent to a page within the site by a search engine, they can figure out where they are and how to get to the home page. Finally, make sure that customers can contact you through the site, and that their inquiries are answered in a timely manner.

"Get Your Web Site in the Spotlight"
The News Journal (03/05/07) Ruth, Eric