Web Design Guide
Website Development: Become Your Own
Expert
by: Theresa V. Wilson
Starting and maintaining a business is challenging enough without the
additional financial burden of hiring a web site expert to put your
vision on paper. If you are starting your business on a “shoe string
budget,” hiring someone to take your written materials to type in a
basic format, add a few pictures and edit what you tell them
periodically may not be sound money management.
It is not necessary to be a computer “wiz” to develop your web site.
You do have to know your product or service and be able to follow
directions. Even if you have a web site consultant, “hands on” content
and presentation development will be your responsibility—the buck still
stops with you. Before you hire that web site expert, consider the
following information. It may save you money and unnecessary waste of
time.
One strategy is to utilize web site packages that provide software to
enable you to select the number of pages needed, choose background color
schemes, and will include “download” features that will identify various
products and services you offer. These packages offer you control over
content 24 hours, 7 days per week, as opposed to contracting someone at
$450-$600 for initial development then $50-$75 per hour to generate the
inevitable changes in content as you grow your business. In addition,
most web site consultants include “fine print” detailed costs for adding
pictures or changing landscape.
Although you do not have to speak an unfamiliar computer language to
master the development of your business web site, you do have to know
your product or service and a commitment to marketing and developing
your business. Let’s take a look at the basics of web site development
for a five (5) page site:
1. What do you want your visitor to see when they visit your site?
Begin with “colors” for background and the printed words. Depending on
the service or product, it will either be a soft gray background with
black or maroon print or black or dark blue background with white print.
Others may have pastel colors with soft print. Color selections are
based on the product or message.
2. What information should the visitor see first? The Welcome page
should be viewed as the same as the welcome mat at your door. Its
content will convey the purpose of your business or service. Your
welcome message can be developed using the executive summary section of
your business plan. You are introducing the product or service and
giving your visitor a brief overview of what they can find on the other
pages of your site. You are letting potential customers know they are in
the right place.
You have 15 seconds to capture your audience. Not unlike other
personal presentations, don’t waste time on unnecessary words. Get to
the point. Entice them to want to know more. Information on this page,
therefore, must be prepared by someone who knows the company and its
products or services. Even with a web site consultant, no one can better
describe your company than you. The basic facts will come from you. NO
passing the buck here.
3. Who are you? The “About Us” page is your “brag bag” opportunity.
This is where you talk about business accomplishments and expertise,
awards and recognition. You can also provide a brief overview of
yourself (especially if you are promoting consulting services) or
background and expertise of any partners or key staff.
4. What are you selling? The product or Service page. Here is your
sales pitch opportunity page. Describe how your product or service will
be useful to your target market. Why is it unique? Who will it help? Why
should they purchase it? This page, more than any other, will be fine
tuned on a regular basis in the beginning. Wording, pictures, headings,
etc. may need to be adjusted and revised as you develop and grow your
business. For this reason alone, control over your web site should be a
paramount consideration. Pictures are worth thousands of dollars.
Investing in an inexpensive digital camera is worth the effort and
cost. Your ability to take pictures of your product and download to your
site provides immeasurable savings of time, money, and aggravation in
the long haul. Even when you turn the web site maintenance over to
marketing staff, as your business grows, there is something to be said
for a business owner who can not only manage but has basic mastery of
its operations.
5. How can they buy the product or use the service? The Contact and
Order Page provides easy access to you or a company representative—essential
to business growth. In this fast paced society, people still want to
know they can communicate and receive immediate responses to inquiries
they may have and gain clarity about the services or products they are
purchasing. This page can include an auto responder (auto responder
means providing a section for automated responses to questions.
Individuals complete the form on this page, including name and e-mail
information. In the comment section, they provide and specific concerns
or questions. The message is automatically sent to your e-mail. You can
automatically respond).
The Auto Responder is a great way to build your customer base and
attract new customers while exchanging information and ideas. Including
Auto Responders also suggests you care about customer opinions and
concerns.
As an order page, you can investigate several e-commerce companies
that provide merchant accounts so that people can buy immediately. Pay
Pal is one free merchant on line account services. Your customers
identify the product to purchase, can pay through a secured system and
you follow up by shipping the orders. There is a charge for the sales
transaction. The important consideration is knowledge that you do not
have to expend hundreds of dollars in the start up phase to enter the
competitive market professionally, ready to serve your market.
Be Mindful of Traps
After reading this article, you may feel challenged by the process of
web site development. My caution is that you take each step a bite at a
time. If you decided to contract with an independent web site
consultant, make sure you have direct contact with this individual via
phone or visit. Prepare a list of questions including clarity about the
level of control you will have over your site.
What is the rate for additional and ongoing costs? Have the
consultant detail, in writing, exactly what is included in the basic
development package, how they charge for maintenance of the web site,
and when does it begin (for some charges do not occur until the site is
up and running; for others charges begin as soon as they have completed
the design).
Be sure the final contract for service is in writing, providing a
clause for both to terminate the agreement, with proper notice, without
penalties for you. Ask questions! Ask questions! Ask Questions! The only
stupid question is the one you don’t ask. The key is that you establish
a comfort level before moving forward.
All Rights Reserved. Permission is granted to electronically reprint
the following article as long as no changes are made and the byline,
copyright information, and resource box. If printing offline, please
send a copy of publication to PMB 47182, Windsor Mill, MD 21244.
About The Author
Theresa V. Wilson, M.Ed. is a freelance writer and owner of a home based
business dedicated to providing products and resources for grieving
families and caregivers facing health recovery and crisis related
issues. In addition to her grief support site:
and nutrition site
www.renewingyourhealth
VMA@meetingtheneeds.org
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