Recently, a friend asked me what it takes to build and market a website. The challenge with this is that websites are multifaceted; they include a variety of components. The requirements of each website may vary greatly according to the intended use.
For example, an artist may only need a simple website containing a few pages detailing the style he or she uses and featuring samples of their work. On the other hand, a hair stylist may need a complex website involving product sales, appointment scheduling, multimedia hair dressing guides, and other interactive tools. These features would require a significantly more advanced platform and would likely require custom programming to satisfy the purpose of the site as well as the needs of the business.
Regardless of the complexity, websites have become virtual business cards and without them, businesses are falling behind the curve. For most businesses, creating a website is often as important as maintaining a professional approach with customers or placing an ad in the local paper. A website creates a look and feel for the business.
My friend is an architect and was seeking to create exposure for his business through online marketing. He realized that a website would be instrumental to the future success of his business.
In order to help my friend understand more about creating an online presence, I listed some of the eight most important characteristics of a simple ecommerce website. These features are important for any business owner as they prepare to enter into the webosphere. These key principles are as follows:
Homepage: all websites should have a solid homepage describing what the purpose of the website is (this can be done visually) and directing your visitor to the pages you want them to visit. The homepage should entice viewers to surf the other pages of your site. 3 questions you want to be able to answer when creating the home page. 1) What the site is about 2) What the site has to offer 3) Why someone would buy from your site. The home page should be around 300 words long.
About Us Page: this is an important page to build perceived value and explain what your business has to offer. Fraud is a significant concern for online shoppers and a well-constructed About Us page can help overcome this concern. The goal is to build trust and establish a relationship with the customer. It is good to write about why you constructed the website.
Contact Us Page: include, at a minimum, two forms of contact so that your visitors have multiple ways to reach you. I recommend a phone number and email address.
Policies Page: clearly outline your policies on this page so visitors understand what they are agreeing to when doing business with you. Include, if applicable, policies defining shipping and handling, returns and cancellations, and privacy.
Catalog Page: for a retail business, a well-organized product catalog helps your visitor find the products and services they are looking for quickly and easily. This creates efficiency and increases your perceived value.
Quote Page: for a service business, pricing and quotes are elements your visitor wants access to immediately. This will help the customer decide if they want to contact you.
Online Checkout when visitors search you out online they are often looking to purchase online as well. Provide a method of online payment even if it is only the address where they could send a check.
Testimonial page: This is vital if you have an information based product, this show the “proof in the pudding” that what you have to offer works.
Adding social media is critical if you are look to build your reputation and brand awareness.
Reporting Tools every website should include tools that enable you to analyze your traffic. These tools allow you to see how many visitors are visiting your site, where they are coming from, what they are viewing on your site, how long they are staying, and other useful data.
These eight primary characteristics will allow businesses to recruit visitors, satisfy their immediate needs, and create a new stream of revenue via an online marketplace. In addition, you will be better able to serve your current customers as well as giving them additional ways to interact with your business.
Keep in mind that, although there are various bells and whistles available to create a more interactive experience for your customers, focusing on the overall objective of your website is important. Do not allow these upgrades to take away from your ecommerce goals.
As for my friend, we will see what the future holds for him as he begins his journey into the online marketplace. I hope he is already engulfed in the first draft of his website!
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