 If
this is your first time building a web site, chances
are you're holding on to some faulty ideas. I find that many
first-time clients have unrealistic expectations regarding
their new web site. Here are a few of them:
"When building a site, one web page
is pretty much like any other."
Not so. There are many factors which effect the time and
cost required to build a particular web page. The easiest page
for a designer to build is a simple "static" page...
a page with basic text & graphic content that doesn't
change unless it is manually edited.
The various options that add to the cost of a web page include:
- Custom created graphic images.
- Flash animations (movie-like content built with Macromedia's
Flash software).
- Integration of video or other media elements.
- "Dynamic" content... page content that changes
based on the choices or preferences of each individual
user. A shopping cart and a chat room are examples of this
kind of interactive content.
"Once I build a web site, it will
be easy for people to find it."
Your site will be one among millions on the Internet. Your
direct competitors (or sites similar to yours in focus or
purpose) will likely number in the hundreds or thousands.
Without careful planning and attention, you may see visitors
coming to you in trickles rather than floods.
To smooth the road to your web door, choose
a domain name that is easy for people to remember,
create a site that search engines will
be inclined to favor, and then spend the time and effort
necessary to promote it to
your targeted audience.
"Once the site is built, I can easily
make updates and changes myself."
If you can't build your own site, you'll likely not be able
to edit it, either. Changing the content of your web site
requires that the code be edited. Unless you want to spend
months learning html, javascript, ASP, PHP, and any other
code that may be part of your site construction, you'll either
need to purchase a program that allows you to edit your site,
or request that your web designer build your site with a
CMS (Content Management System) built into it.
Web Publishing Software. There are a number
of available programs available for you to use in building
or editing a web site. Microsoft's FrontPage is popular among
many beginning web designers, while Macromedia's DreamWeaver
is the program of choice for professional designers. No matter
what program you chose, it will cost some money and will
require a significant investment of time to climb the learning
curve. Don't tackle this if you don't enjoy learning new
programs. Also, check with your web designer before you start,
since the program will alter the original coding to some
extent. A designer should be aware of these changes in case
he/she is required work on the site at a later time.
The cost for these software programs range from less than
$100 to $400.
CMS. A Content Management System can be
set up by your designer, providing you with an interface
that allows you to edit your web pages' text and image content.
Some CMS setups let you make site changes through software
installed on your computer, while others allow you to make
edits directly through your browser. (The browser option
is usually easier, but is typically more expensive.)
CMS may cost you a few hundred dollars or several thousand,
depending on the size of your site, the amount of editing
control you require, and the method used to edit content.
"If I sell things on the
Internet, lots of people will buy them."
Not necessarily. There are 3 essential requirements for
a successful e-commerce program:
- People have to want what you're offering.
Think you've got a good seller? You can't trust the biased opinions
of your family and best friends. Make sure you've tested things out
with a broader audience. If offline folks aren't interested, the
online ones won't be, either.
- They have to be able to find you.
Even if you have something that people want, they have to be able to
find you. Site optimization and advertising are
important components of your online strategy. (See next Misconception
below.)
- They have to prefer you above other sellers.
If you happen to be the first web site comes to and they like what
they see, they may shop no further. But it's hard to be listed #1
and even if you are the majority of visitors are still going to feel
free to shop around before deciding where they want to make their
purchase.
Unless you've cornered the market on what you're selling, you've got
to answer this question:
Why should they buy from you? Some possible reasons:
• Your site is easier to use; uncomplicated.
• Your prices are better.
• Your product or service is superior.
• You create a sense of confidence; they can trust you when buying something.
• You offer guarantees.
• You offer extra services (free shipping, etc.).
• You are easier to contact, offering good support.
• You are friendlier; you care more about your clients.
The presence of these 3 essentials won't guarantee your
success, but without them, your site will likely end up on
the vast heap of web failures. But the good news is: you
can do it!
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