How did your website work for you in 2012? That's not meant to be a rhetorical question, or to elicit a one word answer (like "OK, I guess"). When was the last time you gave serious thought to what role your website is playing in your business?

Many business owners don't understand the complexities involved in web development, including the technical capabilities and requirements behind many web sites. As a result, many business owners struggle with defining their web project and choosing a website provider. And, as much as he or she would like to, your web developer can't read your mind. So how do you define your need so you end up with a website that works?

Here are a few tips to help you get started on the way to a winning web site:

Define what your web site needs to do for your customer

If you take the time to write down your requirements, you'll minimize communication problems, reduce cost overruns, and get better results. Write down the specifics about what you want your customer to experience. Don't worry about the "how" - focus on the "what". To stay competitive, consider extending your web presence beyond your basic site to mobile and social media capabilities.

Define what your web site needs to do for you

Do you want to update your own content, or do you want your web developer to do it? Do you need it to sit there and look pretty, or do you expect it to generate traffic statistics, produce leads, handle inventory, take payments, or capture data? Take time to identify information you want your website to tell you.

Get a written proposal

If you do your job of communicating your needs, a good developer should be able to provide you with a detailed proposal, preferably with milestones, and a quote or time estimate for the job. Review the proposal thoroughly and make sure everything you requested is included. Don't make assumptions, and ask questions if you don't understand. Make sure you agree on how changes to the cost or scope of the project will be handled once the job has started.

Stay on top of the project

It is your job to monitor and review progress, and identify any concerns or problems as soon as they arise. Make time to review the project regularly, test the site, and read all content thoroughly.

Budget for to continuous improvement

Your customers, as well as your overall business and marketing strategy, are constantly evolving - which means your website needs to evolve as well. Commit to investing in regular maintenance and improvements to your website on a continuing basis. This will help you eliminate large one-time costs that are hard to swallow on a small business budget. Because technologies change rapidly, your website, like your computer, will need upgrades.   

Remember, you get what you pay for!

Your Internet presence is a key component of your business. At a minimum, it's a major marketing tool. Beyond that, it may be a sales generator, operations manager, and customer service rep. Your budget for your website should be in line with what you expect from it. You can build a cheap site, or even create your own, but in most cases, you'll get what you pay for.

I shared this newsletter topic with Brian Basilico, owner of B2B Interactive Marketing. He had a great bottom line that sums it all up: "A website without measurement, maintenance and a manifesto to drive traffic is a BRICK!"

If you need help identifying your needs and goals for your Internet marketing plan, call the IL SBDC at Waubonsee at (630) 906-4143.  

Biz Bitz

Retail Merchandising - New Date!

Hear from internationally recognized retail expert and founder of Retail Minded Magazine - the nation's only retail lifestyle publication geared entirely towards independent retailers. Reyhle has been featured in Crain's Chicago, Forbes.com and other retail publications. She offers unique support for small independent retailers, and is dedicated to delivering practical education that retailers can take back to their stores. Reyhle is a resident of Fox Valley and is passionate about working with local merchants.

In this workshop you will learn ten merchandising tips to help maximize your retail space and customer experience. Gain practical insight on how to strengthen your retail environment through merchandising, with a focus on displays, point-of-sale, customer interaction and more. Discover retail tips, tricks and tools that can strengthen your store appearance and increase sales - plus create a stronger consumer experience.

Thursday, May 2, 2013

8:30 - 9:30 a.m.

Aurora Campus, Room 319

$35 

Five Common Business Mistakes 

Entrepreneurs and small business owners are continually seeking the Holy Grail of success. Despite hard work and perseverance, this goal is often elusive. This article highlight five things can keep you from reaching your goal. While they may seem obvious, these mistakes continue to trip up both new entrepreneurs and long standing businesses.

Illinois SBDC at Waubonsee Community College