• Visit the sites of other companies to find out what you like and dislike. Do some sites seem to "work" while others don't?
• Decide what objectives you want your site to meet. Do you want it to be fun, funny, educational, "cool," or all of those things?
• Consider your corporate culture and your company image. Your site should support both.
• Design or re-design the site to meet your objectives. Unless you have a real expert on staff, hire a consulting firm to do the job.
• Get feedback. Ask customers how your site can be made more useful to them, and keep making improvements.
• Think strategically. Your Web site should be a part of your overall marketing plan.
• Choose a Web site address (URL) that's intuitive and easy to remember. Your company's name (if it's short) or the name of your main product might work well.
• Put your Web address on all your printed material, including business cards, letterhead, press releases and invoices. Include it in all your advertising.
• Don't forget offline media and traditional publicity techniques. Send news releases promoting your site to newspapers, broadcasters, and magazines.
• Speak at conferences and trade shows, and write informative articles for trade publications. When you do, mention your Web address.
How to Get Closer to Customers With Technology
• Use your Web site to build solid, trusting relationships with customers. Trust helps bring customers back.
• Enhance communication with customers. Some small business CEOs put their email address on the company Web site so
customers can contact them directly.
• Don't forget the basics: Post your company's address and phone number on your Web site.
• Remember that the Internet is educating your customers and making them smarter buyers. Keep pace with their knowledge.
• Respond to emails promptly.
Running a Web Site
• Find ways to attract customers. Link up with a variety of search engines so that when potential customers are searching for your product, they'll find your company listed.
• Make it easy for people to "navigate" your site. Hire a good Web site designer.
• Help customers trust you. Provide information on the company's history, mission, and values.
• Enable customers to get in touch with you easily-via email, phone and regular mail-and respond promptly.
• Provide top customer service along with the speed and good prices that technology offers. Think about how you will keep customers coming back.
Taking Your Small Business Online
• Your product line should be able to be delivered economically and conveniently through the mail or over the Internet.
• The Web allows you to market to customers outside your geographical location. Your product should appeal to people nation-or-continent-wide.
• Compare new "technology" costs to current bricks and mortar costs, e.g: rent, labor, inventory and printing costs.
• Realize that the World Wide Web levels the playing ground-you can look like a big company with a great Web site.
• Draw visitors to your site cheaply. Establish and grow alliances that will hotlink to your site for free.
See If Your Web Site Is Up to Snuff
• Simple, clear and fast-think of your homepage as a billboard. Tell them exactly what they need to know up front.
• Leave plenty of white space around text. A simple font on a light background works best. Separate wide blocks of text into columns.
• Sub-headings make for quick reading. Make sure pages are easily skimmed.
• Let your best customers sing your praises. Display their testimonials prominently on your site.
• After each update, click through your entire site. Mistakes or broken links will only send visitors away.
