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Ever since businesses realized
that the Internet the ultimate resource to reach more
people in less time for less than most other marketing
mediums, business owners have been asking how can I
get my business online and thus in the global marketplace.
This question was answered with many solutions to include
“my son took a web class in school, he can do
it”. Well let’s look at the seven different
ways to put your business online and the pros and cons
of each.
Do It Yourself
The first way would be the obvious, to do it yourself.
If you have technical knowledge and time on your hands
then this is a great way to put up a site that suite
your business.
Pros:
• Save money by not paying someone else to do
it for you
• Maintain full control of your site
• Sense of pride in what you have accomplished
Cons:
• Many business owners lack the technical knowledge
to effectively develop all the necessary components
of their web site.
• Many business owners lack the knowledge of how
to write effective web copy that encourage sales as
well as will be optimized for search engine. They are
not versed in layout designs that increase accessibility
and functionality.
• They do not have hours invest in research, development
and implementation of a business web site due to they
must run their business so they put together a rush
project.
• Many business owners do not know how to effectively
market the site after the design.
Results:
In most cases the results are the business owner builds
a site that brings no results. The site is a creation
that only the owner appreciates. Due to the lack of
expertise and time they miss many critical elements
in their site. So though the price was not much more
than registration of a domain name, purchasing of software,
hosting fees and time, I cost the owner thousands in
loss time and sales.
Friend and Family
Many business owners have friends and family that have
some web design experience but few have people in their
circle that have a full understanding of developing
a business site and how it interacts online.
Pros:
• The price of designing the site will be minimal
• You have someone with some technical knowledge
to design and maintain your site
• You have a personal bond with the designer
Cons:
• Since this is for a friend or family and is
not a high paying or no paying job many friends and
family take their time and do not put the same effort
if it were a full paying job.
• The knowledge of the friend of family may not
be much more than the business owner so the development
of good copy and functional design will be lacking.
• After the design is complete the job is done.
There are no further marketing of the site.
Results:
In most cases the results are the same as the results
of if the business owners would have done it themselves.
With out the expertise in web design and Internet marketing
the site brings no results thus waste valuable time
and money.
Templates and Sitebuilders
Templates
and template
driven site builders are the newest trend in web design.
There are numerous sites that business owners can go
to and download a template
or go through an easy step by step process which will
put them online in a matter of minutes.
Pros:
• Usually low priced and sometimes comes with
hosting
• Fast design turn around time. You can have your
site up the same day
• Visually appealing design that is structured
properly by a professional designer
• Easy to put in your information and publish
• You have control over the site and can freely
make changes
Cons:
• Nonexclusive- This means that you will not have
a unique site. You will have a site that looks just
like many of your competitors. Being in business you
know how important it is to be unique. *Some
template designers will offer exclusive rights for
a nominal fee.
• You must provide sales copy
• They do not optimize the site for your company
• There are not means of getting targeted customers
to come to your site after the design is published.
Results:
The results tend to be slightly better with
template driven sites due to the web site layout
is visually appealing and structure is functional. The
challenge is still to get people to come and by from
your site. This still is placed on the ability of the
business owner.
Directories
Many business owners rely on online directories to place
their contact information and a brief description of
what they offer. This is fairly inexpensive but you
are relying on the merit that that site has many visitors
interested in your offering and you have little competition
on that site.
Freelancer or Employee
Many businesses have an employee dedicated to tend to
their webmaster needs. They work on salary and can perform
many different functions within your organization. You
can also have freelancers bid on your project and work
within your budget. This is a very popular approach
since the fall of dot.com. Many highly qualified designers
are looking for work and will do a stand up job within
your budget.
Pros:
• Knowledgeable professional working on your site
within your budget
• Free up your time to do your business
Cons:
• Risk of how knowledgeable and dependable the
freelancer is that is working with you on your site
• You will only get what was bided on within their
skill set.
Results:
If you get a quality designer that is freelancing you
will have a very quality web site. If you specify your
needs and have the proper budget you should see some
return on your investment.
Web Design Firm
Hiring a design firm that specializes in business development
is a smart decision. They have the expertise and focus
on developing you a web site for your business that
is geared to accomplish your goals.
Pros:
• Professional design team knowledgeable of how
to develop a business site that sells.
• Free up your time to do your business
Cons:
• Risk getting a quality design firm that will
do a quality job
• Some design firms will not be ethical after
the payment
• Some design firms will leave your project to
you to market after the design is complete
Results:
You will have a professionally designed site with the
functional structure and components to generate business.
If the design firm is quality it will be a higher closing
rate once visitors come to your site. Many design firms
have people versed in marketing that can give you tips
on how to bring traffic to your site. This will be priced
higher than the other methods but will bring higher
results.
eMarketing Firm
The final way to get your business online is employing
services from an eMarketing
firm. These firms provide you an online solution customized
to your business model which will include web development,
online software application and Internet marketing.
This typically is the most expensive out of the seven
methods but it is the most complete solution for most
business that needs an effective online presence.
Pros:
• Professional design team knowledgeable of how
to develop a business site with sales copy, search engine
optimization and a marketing strategy to generate targeted
visitors to your site
• Free up your time to do your business
• Staff of experts that keep up with all the changes
in the online marketplace
• You will have a marketing plan for your online
strategy
Cons:
• Typically more expensive than the other methods
Results:
Once again you will have a professionally designed site
with the functional structure and components to generate
business. You will also have a marketing plan with strategies
to generate business through your site. Return on Investment
(ROI) is typically gained in a shorter period of time.
Conclusion
Many have been told the myth, “Build a business
web site and they will come”, which proved to
fail many businesses eager to expand. To see how to
put your business online with no cost you must first
understand what cost means in contrast to price. Price
defines the amount of purchase where cost represents
the end result. To better explain this I will give you
an example.
If you paid $100 for a web
site that generates you no business in a year then how
much did the site cost you?
If you paid $1000 for the same site but that site brought
you $100 a month for a year, how much did that site
cost?
The first site cost you $100 after a year were the second
site paid you $1200 at the end of the year and cost
you nothing. Actually the site paid you $200 for having
it. Makes sense. The only guaranteed way to get a site
for nothing (so to speak) is to have it built right
as well as marketed to your targeted market the first
time. So decide your method wisely.
About the
Author
Jeffery Beale,
Jazar
Dezign
jefferybeale@jazardezign.com
http://www.jazardezign.com
Jeffery Beale is an eMarketing
specialist and eBusiness consultant working mainly with
Small Business Owners and Independent Professionals.
Jeff firmly believes that all businesses can succeed
if given the proper resources and knowledge.
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