2 - Update Information Regularly
By updating information regularly, the Web site will always have something fresh to attract new and repeat visitors.
An effective Web site is more than an online brochure. People want information and added services from Web sites, such as email newsletters, online surveys, or e-commerce.
Information should be updated regularly. Whenever possible, provide a way for visitors to find and use information quickly using good organization, search tools, and interactive forms.
Web sites that are used as glorified full-color ads will disappoint the visitors with their lack of function and the business with their poor results.
3 - Communicate Online
A business Web site offers an excellent opportunity to communicate with clients on a personal level.
Online communication can be much more informal than other business writing. Web site text should use a conversational tone for best results. Emails can be even more informal, using slang or direct personal appeals.
If a Web site is written so that it sounds like a person who works at the real company, then those who visit the site will form a personal connection. This will result in the visitors feeling like they have actually spoken with the company representative.
Each Web page should be written in the same style. Visitors will then feel like they are talking to the same person no matter which pages they visit or in what order they visit them.
4 - Invest for a Return
Using a Web site is not a one-click, one-size-fits-all, or fire-and-forget solution. Time and money will need to be invested in order to get a return on a Web site.
Time will be the chief investment in a Web site. The initial text for a site will take time to develop and to refine. Usually it will take twice as long as expected, so plan accordingly.
Adding new content regularly will take some additional time, but is well worth the small effort required. The vast majority of people who visit Web sites do so to find information, so frequently changing information gives visitors something to come back for. The best way to maintain interest in a Web site is by adding a steady stream of new content.
Like the time investment, the most money will be spent on the construction of a Web site.
Although it may be tempting to do a Web site "on the cheap", be aware that it almost always looks exactly that - cheap. Creating crisp, professional graphics and layouts may cost more, but they will pay for themselves in better first impressions.
Like anything else, if expert results are desired, hire experts to do the work. Ask for references and make sure that you feel comfortable working with any outside professionals that are needed.
5 - Synergize
A professional, effective Web site is most powerful tool when it is integrated with existing business models. Taking advantage of the new communication avenues presented by a functional site can and should cross into other parts of company plans and processes.
As a part of a progressive business and marketing plan a Web site can definitely be a huge contributor - offering more to current and future clients.
By including the Web site within every aspect of current business processes, the Web site is enhanced with better content and the processes benefit from added exposure and refinement.
A Web site should be a unique creation that is personal expression of the company.
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About Web Sites - Five Things Entrepreneurs Should Know