Getting the most from your web presence

The vast majority of business websites are simple online brochures. They function in much the same way any marketing collateral works, offering a explanation of what the company does, how to contact them and that's about it. For most businesses that is the full extent of their web utilization; an online re-creation of the company brochure.

The opportunities for improvement are vast and happily, the cost is marginal.

When creating a website, most business owners simply feel they need to have one. The main focus was on having a site, so when somebody asked they could say "Yes, we've got one." That was the main focus: "Give me a sign post that I can call my own." Simply having a web site was more important than how their website could benefit their company.

The early website designers fueled this mentality. The sales pitch here was simple: If you're not on the web, a prospect will NEVER find you. So the quick and easy 5 page template site became common place.

If you still have the online brochure, you need to ask the question: HOW can my website benefit your company?

For this question, there are 3 areas of focus for a typical business owner:
1) Attracting new customers
2) Offering value to existing customers
3) Offering value to employees

In my next three posts, we will look more closely at these opportunities.