Lately I’ve been talking a lot about websites. Large, small and in-between. And it has become very clear to me that for all businesses there are a number of stages – or ‘evolutions’ - you can progress through when developing your website.
If you try and progress too quickly – into a website stage that doesn’t suit your business – you will become disappointed and possibly waste a lot of money.
This is because to get the most from your website it must be integrated into your business – serving your business objectives.
If the website is too ‘advanced’ for your situation, you wont use all the functionality. Wasting money (and worry) on features you don’t need.
If you are too advanced for your website, then your growth will be restricted. You’ll miss opportunities and lose sales.
The stages of website evolution are:
Directory Listing - single page website with basic contact details. This page may be ‘parked’ at your web host provider.
Passive Information – explains a bit about what you offer.
Benefits Oriented – sales-oriented language to attract the attention of visitors.
Interactive – offering some method of interaction such as newsletter, discussion group, or blog.
Kiosk – displaying short range of products and services available for purchase online, utilising web-based payment system.
Database – large range of products or information in dedicated integrated online database. Search usually required to locate items.
Business System – complete web-based business system online for accounts, reporting, sales, inventory etc.
Success comes from planning your website around your business requirements.
Plan ahead for the growth you expect. If needed, create your website with the capability to expand into the areas you will need.
When thinking about what you need in your website take into account the nature of your business, the number and type of products or services you will be offering and the degree of interaction you want to have with visitors.
What actions do you want visitors to take?
Make sure the website stage you choose will suit the outcomes you desire.
For example, if you only need to display your contact information so customers can telephone you – then don’t waste money on a more sophisticated website with newsletter or ecommerce options.
On the other hand, if you have a large database of products that your customers will need to search and find what they want, make sure your website makes that easy to do. In this case a searchable database would be better than a long list of products on a page.
However, not all businesses will necessarily want to progress through each stage of website evolution. Large businesses may not always want the most function-heavy website.
For example...
take Australia’s Harvey Norman chain of electrical and furniture stores. Their website is used to generate in-store visits. And to promote current sale items.
Harvey Norman has a large range of products, but their website model is to generate in-store visits. Not online sales. So their website supports that objective.
As with all marketing, your website must serve your business objectives. Don’t fall for pretty looks and cute graphics. Make sure your website is a workhorse for you.
Website Evolution – Which Stage is Right for You? - To learn more about this author, visit Stuart Ayling's Website.
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Stuart Ayling
(Visit Stuart's Website)
Stuart Ayling runs Marketing Nous, an
Australasian marketing consultancy that
specialises in marketing for service
businesses. He helps clients to improve
their marketing tactics, attract more
clients, and increase revenue. For
additional marketing resources, including
Stuart's popular monthly newsletter, visit
his web site at www.marke
tingnous.com.au
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