Nobody knows your business quite like you do, and when you're having a web page designed or updated, the end result will be much more effective if you're actively involved in its development. To provide an experience that your visitors will remember (and bookmark) your web site's design concept should clearly answer five important questions:

What type of visitors are most likely to be interested in your products, services or information?

(If your answer to this question is "Everyone!" Think again.) It's important to figure out who your most profitable customers would be, and what needs and questions they may have and how you can answer them. The design concept should correspond very strongly to what type of image these customers will most strongly respond to. You should also make an effort to anticipate your prospective customers' questions (a FAQ page is a popular way to meet this need), and clearly offer access to the answers to those questions right on the first page.

What are your business goals with the web site?

Do you want people to visit your place of business? Offer a map and directions page or a 5% discount coupon they can print and bring in with them. Will they be making a purchase right online? Make the shopping experience as painless as possible (the "three clicks or less to the sale" rule applies here). Or do you want them to contact you for more information? Provide as many ways as possible for your visitors to contact you. Your design concept should revolve around making it as easy and as quick as possible for your visitors to do what you want them to. And make sure to ask for what you want!

Does your site make your business appear credible and knowledgeable about your field or industry?

You should have some sort of evidence that presells your competence and promotes your ability to satisfy your customers' needs. Case studies, testimonials from past customers, press materials, articles, etc. are all useful, as is a detailed privacy and internet security statement.

How can your web site keep your visitors coming back?

Your web site, regardless of its topic must incorporate ways to keep the site fresh and up-to-date to encourage repeat visitors. Make sure your home page loads quickly and tells people what your business is about right from the start. Then, you don't want your site to be the one that everyone forgets about, no matter how good a first impression you made! Many of our clients have found that starting an opt-in e-mail newsletter helps them to keep their business name and products at the forefront of their customers' minds. You may already have a mailing list that can be transformed into this medium. If you don't, start building one now. Ask for your customers' e-mail addresses.

Why should your visitors come to you and not your competitors?

This is such an important step that many designers and e-business owners neglect. Just like in brick-and-mortar business, you must check out your online competition. Look at how they are running their sites, and try to figure out what their target markets and goals seem to be. What seems to really work for them? What are some of their obvious weaknesses? What's missing? Have your web site designed with the idea in mind that you are going to set your business apart from your competitors. Provide plenty of reasons for your customers to come to you, and not them. Make those reasons clear on every page. This is how you distinguish yourself from your competitors -- online and otherwise.

A solid marketing plan in keeping with the image, goals and needs of your business is the foundation for a successful internet business at any level. At Whole Brain Technologies, LLC, we pride ourselves in our ability to develop an effective targeted marketing plan that answers these five questions and much more. Every marketing plan and design concept is tailored specifically to meet the goals of your business. Plus, we can implement the plan according to a schedule and budget that works best for you and your business.

To discuss your needs and questions, and how Whole Brain Technologies, LLC, can help you, please contact us.

*adapted from an article at www.smallbusiness.com

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