Planning a website that will achieve the goals you have set for your business is probably the most difficult part of the entire Internet marketing process. But this critical step is usually the one business people skip, or just leave it to their web designer to consider, which can be even more damaging to their overall goals.
By strategically planning your new website or an update of your existing website, you will ensure you have a marketing piece that showcases your business to its best, allows you to be in control of ongoing content updates, and achieves the goals you have set for your business. Here are a number of important steps to take in the website planning process:
1. Write down on a piece of paper everything you think the visitors to your web site might want to know about your product or service. Using the website for a school, for an example, you would probably discover that visitors would be looking for information on the staff at the school, classroom size, attendance numbers, and sports programs. Brainstorm every possible topic someone might want to know related to the industry, product or service your website will be offering.
2. Put yourself into the visitor’s shoes. Visit some websites and review them as if you are in the market for the services those sites have to offer. As a visitor who is genuinely interested in your product or service, what are the good things and bad things about each site you visit? Are you driven to take action? How easily can you find what you are looking for? Are there a lot of pages to navigate through to get to what you are looking for? Take notes on all this information with the purpose of making your own website as visitor friendly as possible.
3. Investigate to find out the keywords your visitors will most likely search for to find your website. Google has a free keyword research tool that will work fine for this purpose. Enter a general phrase related to your product or service, such as “coffee filters” and other related keywords will appear. These are the things your visitors already have questions about. Knowing this, you can plan your website content to answer their questions up front.
4. Plan your new website so that it can expand. Stay away from website formats that can’t be expanded easily to add products and new pages. You will find that building a great website is a constant work in progress.
5. Finally, make sure your website is easy to control, so you don’t have to rely on your website designer to make even the smallest changes. Today’s dynamic Internet marketing environment demands new and fresh content added to your website often, and the old fashioned sites that rely on a web developer to make changes just won’t work anymore. You need a website platform that will allow you to add website content fast and simply.
The investment by your business into a new website is a large part of your marketing budget. Make the most of your investment with a new website that supports the goals you have set for your business.
Marty Dickinson is the founder of HereNextYear, Inc., a full service Internet marketing company in business for over 10 years. His specialty is Internet marketing solutions for the small business owner, speakers and authors. Visit to see what HereNextYear has to offer and to learn more about their innovative new website packages fully integrated for ease with social networking and other Internet marketing strategies.
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