Introduction
Defining an effective Internet and domain name strategy is vital to any business--especially small- or medium-sized businesses that have limited Web development and promotional budgets. Getting it (largely) right the first time is a must. According to a recent AllBusiness.com study, nearly half of all small businesses haven’t established a Web presence.
The AllBusiness.com study also shows that 61% of small businesses feel that the Internet has opened up new markets for their business, and fully 57% feel that it has lowered the cost of doing business. This “how to” guide is designed to review some of the basic steps involved in planning for, and establishing a Web presence.
What Can a Website Do For Your Business?
The Internet is one of the single most effective tools available for building visibility, finding customers and driving revenues. But a well considered strategy is critical to success. Before you move to acquire a domain, or to hire a Web developer, clarify your goals. What should the Web investment produce? What is involved in planning for, and launching a site? Once launched, how will you improve and maintain the site?
Strategic Considerations
How does a business owner go about developing a site which achieves the goals of driving traffic, converting this traffic into dollars and building the brand? There are three key considerations in laying the ground work for a successful company Web site:
1. Develop a domain name strategy:
Ensure that you select memorable, marketable and relevant domain names. Investing in this aspect of your business will pay dividends later: by driving direct and organic traffic to your site, and by fostering repeat business, as customers will remember the memorable domain name.
It often makes sense to consider a strategy which incorporates multiple domains: using the name of the business as the primary domain, and other domains based on keywords to drive additional traffic.
Later in this document we will discuss an example which utilizes this multidomain approach.
2. Select a Reputable Hosting Provider :
Select a hosting provider offering a comprehensive and affordable package of hosting services. Be sure to inquire about service level guarantees (how much down time is “allowed”; you should have an up time guarantee as near to 100% as possible), available storage, the amount of bandwidth allocated monthly, the number of email accounts offered as well security and anti-spam services. If you intend to sell goods online you will need a provider offering SSL services and credit card handling.
Think about both short- and long-term needs: you want to pick an ISP that will allow you to add services and storage as your business grows.
Be wary of picking an ISP solely on the basis of price. Reliability and customer support services are worth paying for: an ISP which is not reliable is turning away potential customers who will likely never come back.
3. Develop a promotional strategy for your site:
Site promotion takes some effort, but high visibility translates into more customers, and, ultimately, will result in more money in your pocket. When in the planning phase of site selection and building, be sure to include resources for ongoing site promotion and maintenance. Web sites need to be kept fresh and relevant in order to maintain performance.
Part I: Objectives, Timelines and Integration
What Objectives Do You Have for Your Site?
The process of: selecting a domain name, designing, launching and promoting a Web site will differ depending upon your goals and circumstances.
For those with an established bricks-andmortar business, selecting a domain name which builds on your brand, and which customers will easily associate with your business, is a must.
Consider deploying a multidomain strategy: using the actual name of the business as a primary domain, and incorporating “feeder domains” to drive ancillary traffic. This will capture both those who know your business and will directly type in the domain name, and those prospective customers using keywords to search for the goods or services which you offer.
