Regardless of the size of an organisation, having a Web site hosted by a specialised service provider is a no-brainer. Few organisations can justify the resources, equipment, infrastructure or money required to consider in-house hosting.
It`s simply impossible for any company to compete with the large hosting organisations when it comes to Web site hosting. From a costing point of view, it makes no sense.
The really tricky exercise, however, is Web site development. If the physical hosting of a company`s Web site is best left to professional service providers, so should Web site development. Organisations need to focus on the Web site itself and how best to make it work for the business, in a four-pronged approach to Web site development:
1. Make it
In the manufacturing of a Web site for a business, the exact requirements must be identified. Is it a simple online brochure outlining products and services? Or is it a site that has thousands of visitors every day, and requires constant uploading of information? Will e-commerce functionality be required?
This is really about determining business goals. The Web site usually fulfils a marketing need, enabling an organisation to generate new business. And no matter what sector they are in today, organisations have to pay close attention to the design and feel of their Web presence. A business`s Web site portrays its brand to the world, expressing its personality and providing customers and other interested parties with an overview of their level of professionalism.
For this reason, it is crucial to work with a Web site development company with the skills to help create a Web site that meets these requirements.
There are many Web site development and design companies that provide inadequate services. It`s important to remember that you get what you pay for. It`s advisable to match commitment to the brand with the investment in the Web site.
2. Manage it
Typically, organisations regard a Web site project as complete once the site is launched. The fact is that managing it is often more work than anticipated. A Web site is a dynamic medium; when it goes live, it must be continually updated.
There is no point in creating a Web site that is not current and active.
The ease with which it can be updated, however, depends on the decisions made in phase one. Without proper, usable content management tools and skills, it will be difficult to publish new content, and a static Web site ends up being a dead one.
In addition to content management tools, a Web site is also dependent on the actual creation of content. Plan the processes through which new information will be created for the site. This includes items such as special offers, newsletters, and news content generated by the public relations consultancy.
Customer interaction is a key element of an active Web site. Build a database of the people who visit the site so the company can talk to them in the future. Do this by providing some kind of value that the visitor will want to subscribe to - such as industry news items, or a company newsletter. To subscribe, they provide a profile, which means the company can communicate with them on an ongoing basis at a low cost.
3. Market it
It is rare that people want a Web site. What they actually want is a business or marketing outcome.
Jarred Cinman is product director at Cambrient.
There are millions of Web sites in existence, so how is anyone going to find yours and why will they want to visit it? These are fundamental questions.
The core consideration here is how and where the Web site appears in search engines because that is the primary medium through which people discover sites.
In addition, ensure that reference to the Web site is integrated into all other marketing activities and communication.
4. Measure it
Measurement is part of a holistic approach to a Web site. It is rare that people want a Web site. What they actually want is a business or marketing outcome. The Web site is just a mechanism to achieve that.
This means the goal is to attract visitors to the site, to position it up-front on search engines, and to ensure it generates direct enquiries. But organisations must have a clear business reason as to why they want that Web site and how they are going to measure its success.
Ultimately, there is no shortage of software in the world and much of it is free. But the business outcome of a Web site will be determined not by the technology chosen, but by the services paid for to develop and support the site. It all starts with making sure that the company understands the opportunities a Web site presents and then sourcing the skills that will unlock those opportunities.
* Jarred Cinman is product director at Cambrient.
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