What are you trying to achieve?
Number 1 on Google isn’t Everything
It is important to know what you are trying to achieve with your website and even more important to communicate this to the people who are working on it.
There is a big difference between a website that exists to sell products directly to the consumer and one that is there to provide information and contact details to prospective clients. The first is an Internet business. It is entirely reliant on custom from Internet users and, as such, is at the mercy of search engines and others that provide links to the site. The second is a combination of advertising and information. It is something for customers to use when making their decisions but ultimately the business transactions happen away from the Internet. It is more than likely many customers never actually see the website and find the business through other means.
Some websites are truly global and provide goods and services to people anywhere in the world. Other sites may be limited to a small geographical area; a single town for example. The needs of these sites (and all those in between) are completely different.
How much business can you handle?
It is no good being the most popular website in existence if you cannot meet the demand. Likewise there is no point in spending vast amounts of time and money on website promotion if it will result in more business than you can handle.
If you are a small local dry cleaners you don’t need to be top of worldwide searches for ‘dry cleaner’ but it might be helpful to rank highly for ‘dry cleaner YOUR_TOWN’ etc.
What’s your goal?
For most small businesses the principal goal is to provide contact information about the business and some details of the products and services they provide. It serves as both an online brochure and as directory listing. People searching for your business type in your location should find you in their search results.
If you want to be top of those results that is another goal entirely. This is about advertising and competition and will cost more.
Often a business will be referring all of their visitors to their site themselves via business cards, direct mail and print advertising etc.
A non-profit group or charity may have entirely different goals from a business.
Things to consider
- What is your geographical focus? – local, regional, national, global etc.
- Is your target market for the site different from your normal target market? A subset maybe.
- Are you direct selling from the site?
- Are you providing website exclusive promotions?
- How much business do you expect from the site? How many visitors?
- How will people find your site?
If you have any questions or would like to discuss the needs of your business or organisation then please feel free to contact us.