subject: Website Basics For Entrepreneurs [print this page] Website Basics For Entrepreneurs Website Basics For Entrepreneurs
The internet today is like the Yellow Pages directory was a decade ago it's the first stop for most people when they are searching for new services or products. Roy Williams, a columnist for Entrepreneur.com, notes that whenever he gives a presentation, he asks the audience an opening question: "How many of you have used a search engine within the past seven days to research a product or service that you were considering purchasing?" In all the time he has been doing this, the number of hands raised in response has never been less than 85 to 90% of the group.
The point is that if you want to do business, you should have a website. That applies as much to entrepreneurs as it does to large companies. Robert Braune, Director at Johannesburg-based digital design, development and strategy agency Thoughtcorp, notes that the Internet has levelled the playing field, allowing small businesses to compete with bigger players. "Whether you are a one-person business or a big corporate, a website allows you access to potential new clients who might not otherwise know about you," he says.
Entrepreneur and personal branding and marketing specialist Donna Rachelson has recently worked with Thoughtcorp to create her website, (www.brandingandmarketingyou.co.za). She believes that for an entrepreneur, a website is a key tool in terms of new business opportunities and a platform to develop one's personal profile.
"My website has two objectives," she says. "The primary objective was to get a website up and running that would be informative and provide insight into the Branding and marketing YOU' concept that I provide. The second phase is to now ensure that the website becomes the ultimate one stop shop' for entrepreneurs striving to build and market their personal brands and corporates wishing to build brand ambassadors' and ensure their employees have the necessary skills to build and promote their brands."
Kevin Felsher, Director at ThoughtCorp notes that there is so much information available on the internet that users have come to expect quality websites. "If a website offers limited or outdated information, a competitor is only a click away," he says. "As an entrepreneur or small business owner, it's critical not to lose any new business, so you have to make sure that your website is up to scratch. It's better to have no website than to have a badly designed, out-of-date, messy website."
Thoughtcorp believes that it is possible to create professional sites without spending an absolute fortune or making the website too complicated. Rachelson agrees. "It is not always comfortable, but as an entrepreneur, I find it far more effective to give your web company a budget," she advises. "There is no use giving a huge' brief and when the web company comes back with a total' solution you can't afford it. Determine upfront phases of the project. Start with what you want on the website as Phase 1. Give the web company the full picture and your ultimate vision, but carve it into phases."
The key to creating a successful website, maintains Braune, is to keep the user in mind. "Who is your target market and what will they want and expect when they visit the site? Once you understand that, you can begin to draw up a strategy."
Rachelson says that she had identified the key messages she wanted her site to convey before she set about briefing Thoughtcorp. "I knew how I wanted
Branding and marketing YOU' positioned and what services/benefits I wanted covered. I also had a feel' for the brand, which was developed by my designer. I then briefed Thoughtcorp with the copy, a very broad look and feel as well as key objectives of the site, key elements that needed to be included and my budget."
Having been a Marketing Director in many large companies, Rachelson says that she knows how difficult it is to find web companies that focus on strategic digital marketing rather than mere web developing. "As an entrepreneur, it's critical to spend money wisely. You can't afford to waste it on a website that looks brilliant but doesn't do anything for you. That's why I chose Thoughtcorp not only are they very strategic but also incredibly hands-on and truly do deliver."
Felsher notes that once you know what the objectives of your site are, you can start considering the design, navigation and usability, features and functions and, of course, the content. "Your web agency should guide you in this process,' he says. "Make sure you make use of their experience and expertise to find out what will and won't work for your site. And once your site is live, make sure you keep checking in with your users. Find out if they enjoy using your site and what they like about it. Your site is there for them, after all."
Rachelson shares this opinion. "I have received awesome feedback on my website," she enthuses. "I am excited about moving to Phase 2 and what insights and advice Thoughtcorp will provide. So far they've translated my initial thoughts and dreams into a website reality, from designing the site to structuring it effectively, setting up my email newsletter and helping me to effectively integrate social media. I will also be able to integrate my database into the backend system. The team at Thoughtcorp has been incredibly professional, and even though I am an entrepreneur, they treated me as if I was a big' client. This was incredibly important to me."
