Building a Web Site

A Web site is an essential tool in many companies' marketing mixes nowadays. Not having a site is often a detriment in today's information-crazed, "I want it now," Web-savvy world. In combination with other marketing pieces, it can be an important image-enhancing and information distribution tool.

According to a Retail Advertising & Marketing Association survey published last year by the National Retail Federation, 92.5 percent of decision-making adults said they research products online prior to buying them in a store. If the company has a Web site, this huge block of consumers can find out about a company's products or services any time of day from the comfort of their own homes, even after office doors are closed.

For such an important and profitable investment, there are a number of factors to consider. These factors may include but are not limited to: purpose of the Web site, information to make available, functionality, aesthetic appearance, administrative control, and promotion efforts.

Purpose: First, a business should decide what needs to be accomplished with its Web site. Some sites are merely sources of the most basic information and drive users to contact representatives. Others function as ultimate informational resources for potential customers, and collect contact information from visitors in order to keep them informed in the future. One popular application is to create "e-commerce" sites, through which companies can sell products or services directly to consumers through the Internet.

Information: Next, carefully consider what information to make available. Because of the distance and anonymity of a site, saying too much on a Web site can rob a company of the opportunity to speak directly with its customer, missing the chance to build a one-on-one relationship. On the other hand, saying too little could leave the potential customer feeling unsatisfied and unimpressed. How much information to put on the site is directly related to how complicated a product or service is. A professional copywriter for Web content can help establish what information to share on your site, as well as what phrasing and keywords will help increase traffic to it.

Functionality: The goal of the site determines its functionality. As a general rule, the fewer clicks it takes to get to the good stuff, the better. In order to achieve this, clearly label all links to the different sections of the site. Make it user-friendly and easy to navigate (i.e. do not make the user think too hard about how to get the information they need). Any flashy extras that do not directly fulfill the purpose of the Web site are extraneous, no matter how neat they seem. They only serve to clutter the site and make it more complicated for viewers to find the information they need. An experienced Web designer can help establish which features will help or hurt the functionality of the site.

Appearance: The appearance of your Web site will determine what impression viewers get of the company. It is also an opportunity to communicate key messages and share the brand identity with customers. While the appearance and elements of a Web site are completely customizable, there are a few key principles to keep in mind when designing. One is the use of colors - make sure they complement each other well and reflect the mindset users should experience. Another is the use of typefaces. Using too many typefaces in a design becomes cluttered and confusing. As a general rule use no more than three. Also carefully consider what different images and photographs communicate when deciding which to use on the site.

Administration: Some may be Web-savvy enough to maintain and update their sites with new content once it is finished. However, others may prefer to keep the designer and copywriter on speed dial to make regular updates and changes to the site for a pre-determined fee. Establish this before beginning your site construction process and work out an agreement that suits the needs, schedules, and expertise of all parties involved.

Promotion: Now that the Web site is complete, it is time for people to see it. One simple way to spread the word about the site is good old fashioned word-of-mouth - talk about it! Send out a press release to announce the launch of a brand new site, tell existing clients and refer potential new customers to the site. Then update all marketing materials - business cards, brochures, e-mail signatures, etc. - to include the new Web address. Another way to generate viewers is keeping the site current with new content and news updates for readers. This encourages viewers to come back often to keep up with all the happenings with the company. One exciting way to do this is to include interactive or "viral" content on the site, such as a blog, videos/podcasts, or a discussion forum. This engages users with the brand and keeps them interested in updates. Finally, incorporate strategic keywords and search engine optimization to generate hits from people who are searching the Internet for services the company provides. Web specialists can assist in choosing the best keywords and getting a site higher on the list in search engines, instead of being buried in page nine of the search results.

Building a functional, attractive, well-maintained Web site is an investment that quickly pays for itself, so long as proper attention and care are devoted to making each strategic decision in the process. To make an impact with your site, find a company you can trust to bring all these aspects together and maximize all the incredible opportunities that sites provide.

Lili Vianello is President of Visionworks, a Columbia-based full-service marketing and communications firm offering Web design and maintenance. Contributions to this article were made by Visionworks staff members.