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Many small businesses waste valuable time, energy, and money because they fail to grasp a few simple truths about website creation and business development. Understanding the myths and the realities behind them will help you create a website that works for your business.
Myth #1: Build it and they will come.
Having a website will result in thousands of dollars in sales and open up the floodgates of profits.
Reality: Many websites have few or no visitors and have little or no sales. If the dot-com crash taught us anything it's that a website, and the business creating it, need to have a solid business model first.
Myth #2: Anyone can create a website.
With such easy-to-use software like Microsoft FrontPage or similar programs, anyone can create an effective website.
Reality: The key word is effective. Yes, anyone can create a website using consumer-oriented software. The challenge is: knowing how to achieve business results. A software program just doesn't cover that. That's where you'll want someone with experience in understanding your business objectives and getting the results you want and need (in addition to experience creating websites).
Myth #3: Do it yourself and save money.
Many companies believe they will save a lot of money by having (pick one): a computer-savvy employee, a relative, a client, a friend, or a friend of a friend who is trying to break into the website design business create our company website.
Reality: You get what you pay for. In this case the biggest costs are in lost opportunities and lost time. Often a company will waste one or two years waiting for visitors, sales, leads. Meanwhile your competitors may be building traffic, generating leads and growing their companies with successful websites. Just because someone surfs the web, loves computers, and charges next to nothing doesn't mean they can create your business online. Would you let just anyone create your marketing materials or represent you in front of your most valuable clients?
Myth #4: Cool looking sites with eye-popping animation and flashy graphics are what makes a site effective.
This is what some graphics designers want you to think.
Reality: A website is effective when your clients recognise the benefits and value of your products and services, when they develop a relationship with your company, and when you achieve your business objectives (whether or not that includes sales). Global surveys repeatedly show that what visitors appreciate most are sites that: download quickly, navigate easily, and contain valuable information. Marketing sense says that your website should fit your image and the needs and expectations of your audience; the site should focus on graphics or technology when that is necessary, not just because it looks cool.
Myth #5: On-line sales is the true measure of a successful website.
Get your shopping cart, this is what e-commerce is all about, right?
Reality: A successful website is more than an on-line brochure and order form. Knowing how to get results with a website is what counts, building the website is just one step. More than just increasing sales, your website can generate leads, enhance customer relationships, improve operational process flow, encourage internal communications.
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Web Wave, LLC
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