They rushed ahead. And as they went along, plans changed,
different ideas evolved and costly experiments ensued. The
targets shifted month after month, right up until funds were
finally depleted.

So how do you avoid this pitfall when it's time to launch your
business website?

Figure out what you actually need before you start sending out
any requests for quotes.

Here are three crucial questions you need to answer before you
build a business website:

What is your website's objective?

The objective of your website is to support your business and its
goals.

For example, do you want to sell products online, generate leads,
build a brand and awareness, attract members, generate feedback
or reduce call centre volume?

Here are the most basic business website categories and their
purposes:

e-commerce - sell merchandise, increase sales, decrease expenses

Content sales - sell subscription services, generate revenue via
ads or subscriptions

Lead-generation - generate sales possibilities, usually for
high-priced products or services

Self-service - improve customer service and decrease costs, i.e.
online help centre

When you're considering your business website needs, recognize
not only your requirements, but what your customer needs or
expects.

Base your website around building relationships and loyalty,
which will help you achieve consistent, persistent growth over
the long term. A short-sighted mindset will limit that growth
success. In fact, it could harm your very existence.

Thousands of business websites disappear daily, replaced by
thousands more of the same ilk. Industry Canada reports 50 per
cent of businesses do not survive beyond the third year.

A carefully planned and executed website can help your business
achieve sustained growth and stand out above the rest.

Who is your target market?

Before building a business website, you need to define your
target market and understand their needs and wants.

This is essential to appeal to and connect with those you choose
to serve. Before your website can sell anything to your target
market, you need to be able to answer their questions and put
their fears to rest.

Where do you begin? Groundwork. Go where your target audience
socializes. Go where they work. Go where they shop. Observe their
behaviors, and conduct informal and formal surveys. As well,
study how your direct competition caters to them.

What does your target market value? What makes them feel good?
And, quite frankly, what makes them reach for their wallets?

Your observations and research data will gain you a sound
understanding of your target market's trigger points - what's
truly important to them. By focusing on these key areas, you'll
have an opportunity to make them noticeably better than the
competition.

Moreover, if you take the time to understand your customer,
you'll be better versed to provide customized and personalized
service. While conducting business in cyberspace, many
traditional business practices still apply.

What's your position?

You need to determine what market position you want to establish
for your brand. How do you want potential clients to view you?
What sets you apart from the competition?

Your business website can significantly influence how you are
perceived, especially considering it's a common first point of
contact between you and your potential customer.

What's your image of choice? Trendy or practical. High end or
affordable. Swift or steady.

Your image will evolve -- for better or worse -- regardless
whether you take a proactive, reactive or passive role.

So be proactive and shape how the market views you. Ensure your
business website conveys clear messages that reflect who you are
or strive to be.

You'll make a good first and lasting impression.




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Rick Sloboda is a Senior Web Copywriter at
http://www.webcopyplus.com
Free web site tool: http://www.webcopyplus.com/tools
More web site tips: http://www.webcopyplus.com/faqs




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