Getting the Most Out of Your Company’s Web Presence:
A Good Plan for a Great Web site.

Long ago and far away -- circa the 1990s -- companies could relegate the concept of a Web presence to the "To Do" portion of their business plans without any major repercussions. Those days are over.

We are living in the era of the global marketplace, where personal computers and a multitude of handheld gadgets command transactions from New Hampshire to New Delhi. The impact of technology on everyday life, and the speed of its evolution, can be overwhelming. But that doesn't mean that the benefits of a wired marketplace should stop at the doorstep of your business. A well researched, properly planned and professionally designed Web site can get a world of potential customers acquainted with your company's product or service.

Step 1: Throw A Search Party

In the grand tradition of "look before you leap," the best first step in building an effective Web site is research.

• Surf the Web and have a look at what's out there. Take a second look at the Web sites you visit most often and think about what makes them effective. Which Web sites do you like the most and why? Which Web sites don't you like? Why?
• Have a good look at what your competitors are doing on the Web. What aspects of your competitors' Web sites make sense? What could your Web site do better?
• Make a list of sites that demonstrate designs and functionality that most impress you.

Step 2: Okay, Here's The Plan

The best-designed Web sites have simple origins: a pen and a piece of paper. Start by jotting down ideas about what you want on your site. This phase of site planning is the creation of a simple outline called a site map. Here are a few pointers to get you started:

• A basic web sites typically includes a Home page, About Us page, Product or Service page(s), Portfolio (examples of work), and a Contact page.
• An e-commerce site would add Shopping Cart buttons, a Shipping & Returns page, etc.
• Larger Web sites may include a CEO Blog, a gateway to the Company Intranet, etc.

In planning your Web site, there are two more crucial concepts to consider: content and function.

• What information will you include on each page of the site? What do you want visitors to your Web site to do?  The most important guideline to follow is: Keep things simple and customer-focused.
• What type of site does your business need? Features such as animation, video, product diagrams and virtual tours will make your site jump into the lap of potential consumers. An e-commerce-capable Web site can allow your company to take advantage of limitless operational hours - you'll be open for business 24/7. Give these items careful consideration before you contact a Web site designer or decide to do-it-yourself.

Step 3: Get In Touch With the Neighborhood Market and the Global Marketplace

Our Web based world is not unkind to the do-it-yourselfers among us. A quick Web search of "how to build a boat" can provide a parts list and directions in no time. Whether or not the self-made boat floats is up to the experience and dedication of the amateur boat builder. The same is true for Web design.

Whether you choose to hire a Web site designer, or an all around communications firm, or do-it-yourself take the time to follow the steps above. They will aid you in your research, provide a good base for a professional to offer a detailed and accurate proposal and help you to understand the role the Web plays in your business.

Have questions? Want to know more? Contact Eyeland Creations today to schedule a complimentary consultation.

Beth M. Durkee, CIW, Principal

Adapted from a presentation by Beth Durkee at the Greater Newburyport Chamber of Commerce Web design seminar series. Article written by Josh Pritchard and Beth Durkee. Edited by M. Brenda Smith.

Eyeland Creations is a full-service print and Web design agency with a reputation for helping companies combine a comprehensive package of marketing and communication solutions. Founded in Newburyport, Massachusetts in 1997, we recently expanded into new space at the Boston North Technology Park in Amesbury, Massachusetts.

Our award-winning team of designers, developers, writers, photographers and marketing professionals work with your company to build communication tools that drive your business success, including:

• Compelling Web sites that are easy to use and easy to find
• Award-winning logos and fresh identity kits
• Graphic design with visual impact and impeccable finishing

For a complimentary consultation call 978-265-6762 or contact us online today.

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