When starting up in business, many people wonder if a website is really a necessary first business step. With so other tasks required to start-up a business, building a website may not seem like a priority. Read on to find out why you really can’t be without a website for your new business to be business smart.
First, consider your competitors – if you don’t build a website, you can be sure that they will be capturing your potential customers with their site. With online business, ecommerce and informational sites growing so rapidly, can you really afford to miss out on that share of the market? In 2007 alone, UK internet shopping topped £100bn according to IMRG, a leading UK e-retail organisation. It is not only end user purchases, but business to business sales are also growing. Over half of British firms now buy their services and goods online.
What does this all mean for your startup business?
Whether you are starting up a business in MLM, franchise, retail or service industry, there are many styles of website to choose from for your business from simple brochure style to fully detailed e-commerce websites where customers can research and securely purchase your goods. Even the smallest of startups can create a meaningful online presence to create credibility, brand awareness, accessibility and additional streams of income.
A small business website has the advantages over print media such as catalogs or flyers, as it can easily be kept up to date, and generally the costs are lower than traditional media. Potential and existing customers from all over the world can access your business information and products at a time which suits their lifestyle.
So, what do you need to know about creating a website for your startup business?
While the technicalities may seem overwhelming at first, many thousands of not internet savvy business owners have created their own websites, you can do it too!
As with all business activities, strategic and tactical planning are essential for a smooth path to the final result, be business smart and think about the following areas during your planning:
• Deciding what type of website will best serve your business – from simple brochure to full blown e-commerce website, or somewhere in between
• Choosing a name for your website – to create brand awareness something which resonates with your business name, product line or service area
• Choosing the look and feel of your website – review competitors sites, and other sites you like. Why do you like them? What specific aspects do you like or dislike?
• Deciding whether to Do It Yourself or outsource to a design and development company
• Collating the product/service information & images, company policies and information you want presented on your website
• Building & Testing your website
• Arranging Hosting for your website
• Publishing and Promoting your website
Broken down into steps, and approaching each separately, the new website is not an insurmountable task. A few more words on each of the steps to get you headed in the right direction.
Deciding what type of website will best serve your business
• Aim for future growth with your website – even if you start with a simple brochure style, you may want to add more content over time.
• Flexibility and ease of use – many Content Management System (CMS) based websites allow an administration area login which make it easy for even the least technical people to publish or edit the website content
Choosing a name for your website
The name of your website (its domain name) is a large part of your business identity. Spend some time thinking about words which customers will relate to your business.
• Is the name easy to recall?
• How does the name look? For business cards & brochures also.
• What kind of first impression does the name create?
• Length? A short name is preferable to a long one.
Choosing the look and feel of your website
The design, layout & impression your website gives should match what you are aiming to achieve with your other promotional materials.
• How do you want your business to be perceived?
• Creative, conservative, artistic, solid, colourful, business like?
• Personal preferences and what is already working for you or others can help with these decisions.
Once you have decided, have some fun looking for royalty free images on the internet. There are vast libraries of quality images available for free usage. Choose images which best express your unique business personality. If working with a professional design firm, they can help you locate and select images too.
Deciding whether to Do It Yourself or outsource to a design and development company
This decision may well be dictated by budget and your own level of expertise. If you decide to outsource, evaluate the firm before making any commitments. Look for:
• reference sites and design portfolios
• a firm which asks many questions before starting the job
• a firm with a solid history which will be with you for future revisions and refinements.
As always, check the contract before paying money to make sure you will get what you expect. Collating the product/service information & images, company policies and information you want presented on your website
You know what your website will contain, the general design you want. Now it’s time to prepare all of the information. Consider these areas and what specific wording you will use.
• privacy policies, online newsletters, sales & refund policies, security policies, articles and blogs
• Information such as ‘about us’, ‘company history’, ‘team members’ provide credibility so that more people are likely to convert from casual browsers to online purchasers.
Prepare this information in advance so that your design & development team can copy it straight into the website.
Building & Testing your website
Make sure your startup business website functions and looks the way you expect. Nothing is more disappointing to a customer than clicking on a website link and having error messages returned. They will move onto a competitor site which works.
Arranging Hosting for your website
If you have not done so already, or your design company has not arranged it, research and buy web hosting for your startup business website. This is equivalent to renting a space on the internet for your website.
• Again, seek references from reputable and long lasting web hosts. Monthly and annual agreements are common.
• Make sure the web host provides support by phone in case your website should encounter problems.
Publishing and Promoting your website
Once your new website is tested and looks the way you want, it’s time to tell the world. Consider how you will do this while you are designing your site. Perhaps hire a Search Engine Optimisation (SEO) or Internet Marketing company to help you with Search Engine rankings. Consider your offline cross promotion too, do you need to have business cards, letterheads etc redesigned and reprinted?
Hopefully, all of this information has given you an understanding of why your startup business needs a website, and an overview of the steps involved.
Websites really do add an extra level of credibility, and perhaps an additional income stream. Compared to bricks & mortar real estate, initial and ongoing website costs are generally very low. Can your start up business really afford to be without a website? Why not get started today building your own online presence?
About The Author:
 Michelle Kirkbride | Michelle Kirkbride has many years of experience as a web developer & consultant, she currently lives in Yorkshire, UK with her two beautiful children and loving partner. She spends far too much time at her computer and is currently addicted to her work. |
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