A new or revitalized Web site can help you generate more leads, build sales and develop a loyal following. Here are 5 tips to help you get the most out of your Internet investment...

1. Prepare for your new employee!

You wouldn't hire someone without outlining responsibilities would you? Same with your Web site. List specific tasks you want it to accomplish regulary. At what step in their decision making should potential customers visit your site? How will the site get them to the next step? Give your site defined roles in your operations and review your traffic to make sure it's working. Make your site earn it's keep!

2. Budget.

Most small businesses use 90% of their budget on design. Whether you spend $1,500 or $15,000 to build a site, be sure your designer or developer spells out exactly what's included, and plan 60% of your budget for construction, maintenance, and marketing.

3. It's all about Content.

What you say and how you say it is what will sell your products. Design and technology are important, but only in how well they convey your message. Make sure your content is consistent with your offline marketing materials, but using shorter, scannable text. Make sure it's easy to read and that you tell the reader what they gain, not how your company is organized. Also try to stay away from graphical bells and whistles as they just distract your visitors from your products.

4. Collect email addresses.

It can cost as little as $150 to have an email address collection tool installed on every page of your Web site. If you don't offer your visitors a way to hear from you, you're throwing away leads and potential customers! On some regular schedule email them and include links to your Web site. Your email newsletter tool should tell you how many people (and who) clicked on your links so you can see not only what your audience is interested in, but also who your most interested customers are! If you have a brick & mortar store, make sure you collect email addresses there too. Those customers are just as interested in hearing from you.

5. Integrate and Update!

Make sure you have a plan for how your site will be used by you and your staff. Who will check to see when content needs to be updated? How often? For online sales, how will orders get from Web site to fulfillment? How will inventory be tracked? Your Web developer should help you plan for the design, construction and maintenance of your site.

Of course it all goes back to planning. If you decide to go it alone and build a site yourself, some great templates can be found at GoDaddy's "Web Site Tonight". If you decide not to go it alone, a good Web developer will be your partner, guiding you through the planning process, thinking of all the little things you might not have.

Either way it's useful to seek the assistance of a professional who can share insight with you about how best to plan for, build and then use your new "employee"!

Not sure which features are right for your business? Want some straightforward and honest guidance?

If you'd like to hire us, contact us for a free consultation. You can also sign up for a $150 Web & Marketing evaluation that will explain how to build, maintain or market your Web site.