Web Sites: A Dime a Dozen

By Paula Mariedaughter and Jeanne Neath

Are you ready to invest your interest and enthusiasm and financial resources into creating a web site? Some people are asking if you have a web site. Others are telling you that you need a web site. You understand that ideally your web site could be a valuable communication and sales tool. But are you ready? Do you have the resources of time, money and enthusiasm for a new project?

Last year we talked at length to a shop owner about creating a web site and gave a written quote. When we called recently about a new product, we learned that the owner had opted for a low budget, template-type site with use of a shopping cart. The main draw was no upfront investment. The shop owner expressed regrets, now realizing that the design was not attractive and the cart remains empty because the owner has no time to add products. That “bargain” price did not produce a functioning web site. Know when you are not ready!

Can you focus on this project at this time? Creating a top notch web site requires time, energy and money. If you have computer skills and an interest in learning more, you can put a lot of energy into educating yourself and make your own web site. You will spend money on books and software, but your real upfront costs will be in time. But, remember, if you take the “do-it-yourself” approach, you cannot skimp on the time and energy and expect success.

We have a client who successfully created a well-functioning web site, which earned her a good income for several years. But when the competition began to cut into her income she came to us for a redesign and an upgrade of several features. She spent money on her site because she had succeeded with her homemade site and believed that she could make more money with a professional look. With the new site online for two months she reports a dramatic increase in sales.

Even if you hire a web developer, all the content of the site, including the text, the pictures and the key phrases, comes from you. Sometimes business owners hire a developer and expect a delivered web site without any demands on their time. We had this happen when a shop owner hired us to do the web site, but had no time to talk to us or make the necessary decisions about the construction. Once we completed the site, the business owner handed it over to an inexperienced employee. Not, surprisingly, the owner was not happy with the results and closed the site down in less than a year.

If your resources are limited, a well designed and easy to navigate Informational web site is often the best initial goal. It can be worthwhile to operate a web site that describes your business and devotes space to detailing your product range. You could list upcoming sales, classes, special events and even offer an online newsletter. What you save on your postage and printing costs could even pay for the web site! Add a shopping cart later when you have the resources of money to purchase a compatible cart and of time to commit to an ecommerce site. Whatever you do, do it well. Remember, your web site represents your business in the minds of your current customers and every new visitor.