Your Objective
Your small Business needs an appealing and professional website but that is just the beginning. If no one visits your website and -- more importantly -- if it does not bring in new customers and allows you to sell more to your current customers, then your site is not effective. What do you need to improve your online marketing efforts?
The first step is to decide on a primary goal for your website. Is it to directly sell products or services through e-commerce? Or is the goal to capture leads so you can follow-up and make the sale by email and phone?
For e-commerce you need a website design with a shopping cart system, that encourages people to purchase products using the shopping cart. Both the design and written content should maintain this focus.
If your goal is to capture leads, the key is to have the content that provides initial information about your products and services that interests prospective customers. It should be easy for the prospective customer to fill out a contact form and hit the submit button or call your 800-number. The form should be submitted to a contact management system such as salesforce or SugarCRM.
Getting it Done
Your Business needs a professional website, which can cost between $2,000 -- $15,000 to design. This is not only more than most small Businesses want to spend but also unnecessary to succeed on the Web.
For small Business there is usually little need for an elaborate, expensive website. You can get an appealing and professional website design for as little as $250.
The key to a professional website design is to work with a good designer who takes the time to listen to you and translate your vision into an effective website. Your designer must be as skilled in listening as in design.
Once the site is completed there must be an easy way for you - or someone on your behalf -- to maintain the website. The designer should provide you with an easy-to-use content management system (CMS), enabling you to edit your website without having to contact your designer. This saves you money.
Once you have a professional website you have the foundation for marketing online. You can build on that foundation and use the Internet as an effective marketing tool.
Search Engine marketing
Search engine marketing can be divided into two main categories: Search Engine Optimization (SEO) and Pay Per Click (PPC).
Please do a Google search right now for something pretty popular (e.g., Coffee). The results on the left side of the browser window that reach down to the bottom of the page are the organic search results. The top results are generally the more popular sites. The highest ranking sites are those sites that have the most links
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