Home' Border Enterprise : Enterprise Spring-Summer 2009 Contents 35
It's simply not enough
to whack a website
up on the web and
expect the inquiries to
come flooding in, writes
demonstrate expertise and experience with a
range of computer languages, a capacity to
incorporate the latest technologies and a thorough
understanding of hosting, security and search
engine optimisation issues.
Content is king! Your site is an important
communication medium: make sure it is well
written, up-to-date and kept fresh and interesting
with regular updates.
If you're not a skilled writer make sure you
engage the services of someone who is. Nothing is
Write your content in smaller chunks with plenty
of opportunity to move on (via a link) to the subject
matter in which the reader is interested.
Typically, your visitors are looking for information
quickly. They scan the copy, only read what's
relevant and move on to meet their objective.
In-depth information should be made easily
accessible as a quick to download attachment to
allow for later "offline" review and sharing.
Your site presents your company or organisation
to the wider world.
Often it's the first contact that a potential client
will have with you, and we all know the importance
of first impressions.
THE world of web development is
constantly evolving, always offering
new and exciting potential for those
who embrace the medium.
Stieven Taylor and Associates
director and website guru, Bryan Taylor, said a
website was a business or individual's identity and,
just like most other things in life, it has only a few
moments to attract the browser and invite further
"If you don't have a website maybe it's time to
think about it and, if you do, maybe it's time to
review how it's going, or even to redevelop it to
maximise the potential it could offer your business
or organisation,'' he said.
"Get a clear idea of what you want to achieve
with your site: it could be retail sales if you're a
florist or information sharing if you're a community
"There's as many different objectives as there are
Mr Taylor said businesses or individuals needed
to clearly think through their objectives then meet
with a couple of potential website developers to
discuss your thoughts and objectives.
"Listen to their input, they may well expand your
view of what's suitable and possible,'' he said.
Mr Taylor has the following tips:
Selecting a developer
Choose a developer who can show you
examples of their work, who has excellent
references and gives you confidence that they
can listen to your requirements and give you
confidence that they provide you with a complete
Successful development companies can usually
Don't skimp on the design and quality of
your site, the cheaper price is a short term joy
compared to the long term embarrassment of a
lousy looking website.
However there's no need to go over the top:
just make sure you're realistic about your budgets
and you get a clear idea of the design capabilities
and pricing from your designer before starting.
Search engine optimisation
The most important component of search
engine optimisation is to have clearly written
content and page titles that clearly describe the
For example if you're writing about "finely crafted
hand-made furniture", use that phrase in your title
rather than an esoteric title such as "beauty from
Don't cram your content with key words: use old
tricks such as hidden copy or, in fact, any "tricks"
to improve your site rating. These often actually
ruin your ranking. Focus on a clearly written good
quality site and the traffic will come.
Promoting your website
Promote your website at every opportunity --- on
your stationery, business cards, signage and in
your brochures and every communication point
you can think of.
Everywhere you used to just have your phone
number now make sure you include your web
Pay per click online promotion can also be
valuable but it requires a very good understanding
of the real value of the traffic you're driving and the
techniques required to keep costs to a minimum.
If you're intending to spend a bit of money it's
probably best to get professional advice.
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