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INFORMATION TECHNOLOGY
The cost of getting
online
Websites are a vital part of a
business. But simply having a
website is not enough these
days. Wilcom International
marketing director
Kristi McKenzie
tells us how it
should be done
A
poorly
designed
website will lose
you customers. Not having
a website at all will make
your competitors happy. So
there is a balance between a of building a website
website presence and proper no longer has to be the second
website presence that can mean the largest investment you’ve ever made. It
difference between failure and can be simple. It can be fast. And it can work. And
success. it doesn’t have to cost you a fortune. Spend wisely.
Make money – Many people see a website as a
First let’s address some of the reasons your website would be like going without Google cost. A website is a sales representation and like
a website fails. for a week – I personally couldn’t imagine it! all sales representatives it should make you
Think local – One of the mistakes people make money! Give the sales representative who speaks
A lack of content – People don’t browse with a website is they think “World Wide Web – to more customers than any of your
websites for no reason. They are after something, Global domination here I come!” Just because a representatives the opportunity to take your
either entertainment or information. People are person in Morocco can see your site doesn’t mean customers’ money. Give your customers the
not interested in seeing your pretty logo you spent they will buy from it. Therefore, ensure you register opportunity to buy while their interest is at its
hours designing. They want CONTENT! your site with local directories and search engines. peak. And consider ways of including value-adds
Poor design – Having an ugly website designed Directory services such as Yahoo! allow you so your customers buy even more.
by your 12 year nephew is a non-starter. Your register your site to your local country, county and Now that we have addressed some of the reasons
website needs to look good, be easy to navigate town providing accurate and local search results a website fails lets look at some of the costs of a
and have the right content. for their users. traditional website.
Lack of updates – Content is good but old Too much advertising – not enough substance. The costs of setting up and maintaining a
content is bad. It makes you look stale and dated. Who are you trying to promote? Your business or traditional website for most small businesses
When you have a new product or product change, some random business that appears in a Google usually results in one of the following.
tell your site! When you have a special or AdWords on your site? Chances are the Google
•
The company forks up the exorbitant costs to
promotion, tell your site! Chances are your site AdWords relate to your industry so chances are it’s the develop the site;
speaks with more customers every day than your your competitor. Congratulations! You’ve lost
•
The company decides it’s too much and forgets
sales rep. Look for a website solution that another customer. Avoid plastering your website the idea entirely;
empowers you or a member of your team to make with advertisements particularly from external
•
The company opts for a cheaper route.
easy changes. Don’t fall into the trap of spending sources. Stay focused on your products and Whichever way, a huge opportunity has been
thousands for “website maintenance”. DIY! services and present them in a clear and missed. The company owner is either left feeling
Keywords are key – Have you heard of Google? professional manner. Fancy and flashing banners ripped off or with a website that poorly represents
Yahoo!? These are household names because we are a distraction and popups are the new evil of their company, products and services.
all use them. For that reason they are one of the the modern world. These are common problems faced by every web
most important identities on the web. Well, as Money, money, money – Many companies fall inspiring business. Add to this the complexity of
Google and Yahoo! is as important for us to find into the trap of employing the best web the decorative goods industry and the nightmare
things, keywords and descriptions are equally as developers in town, spending tens of thousands of explodes.
important for Google and Yahoo! to find your site. pounds on a custom built site. In most cases it is Wilcom
DecoNetwork.com was designed to
They rely on these to list your site appropriately. through a lack of understanding of how the web address this and more. See page 10 of this issue
Not having proper keywords and descriptions on works or what options are available, but the cost or visit
www.DecoNetwork.com
| 22 | May 2009
www.printwearandpromotion.co.uk
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