How to Develop a Web Presence Monday April 2, 2007

Developing a web presence can be an intimidating thing for a small business. But if done properly, it can be a very effective tool for marketing and supporting your business.

The first and most important thing is to know who your target market is so you can properly design and develop your business’ website around the user. Normally this doesn’t even need to be mentioned since your business’ image has, most likely, been created to appeal to your target market. But surprisingly enough, a lot of small businesses tend to design and develop around themselves, the business. This is a common error as they take on the idea that the internet is supposed to work for them, the business, when the internet really works for the user, your target market. Once your website works for your target market then it will start working for your business.

So how do we make your website work for your target audience (market, user)? The majority of high traffic websites have one thing in common; easily accessible information that is either helpful, appealing, or both. This is why dating websites are really in the spot light right now. They offer information that is both helpful and appealing. The appealing factor of romance and the helpful factor of being able to seek information on possible new love interests.

Displaying helpful information may seem like the easiest part. What is your product/service, where are you located, how does one contact you, and what are your prices. Kind of boring but very much needed. Now if you are looking to stand out then you should be more helpful. Try styling your site to not only inform but to educate the user. Be an information mecca within your industry, a place where users can learn and provide feedback. You’ll slowly grow more respect from your target market and eventually see some brand loyalty.

Be appealing. You only have a few seconds for a new visiter to decide if your website is worth their virtual visit. Your site’s design should be visually pleasant as well as intriguing. Do not neglect the ease of use and navigation of the website, as they too play a large role within the overall appeal. If a user can’t find his way around he/she may decide not to revisit your site.

Some web designers may suggest placing a playground area (or flash game) into the site to draw some traffic. This can work but don’t let the playground become so distracting as to pull attention away from your product or service.

The main appeal of the internet has always been how open and free information can be. If you can cater to your site’s users while holding this ideal in high regard, you will create a web presence for your business.

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