Going Online Part 1 – The Purpose

In Website Basics by Kryptonite Creative

when you start


The business landscape today dictates that there are very few cases when an enterprise collects no benefit whatsoever from establishing an online presence. Even the most simplistic, single-page website is better than offering no image online. Having said that, in on itself, a website, social profile, or any other form of paid advertising on The Internet does not automatically transfer into increased sales, an improved company image or other desired outcomes.


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Just as with any other form of strategy formulation for a business action, constructing your online format is a task requiring careful consideration of core business elements, as well as short and medium-term targets. This article aims at offering you a short resume of the above, based on conventional data, as well as our personal take on what it takes to have a successful online presence.

In general, there are several different scenarios for focusing efforts online - creating an image online, expanding your image online, or changing your image online. In the first part of the series, we take a look at what you need to consider about the purpose of a website.

THE purpose

THE BIT WITH INCENTIVES


Any action we take is based on incentives. Such is the case for working on a website, such is the case for people who visit that website, as well. So, our vision of what a website should be; thus our vision of desired action we would like our prospects and clients to take while on it, should be embedded throughout each element of the website that is open to public view. If the purpose is to supply information, then we should focus on content, delivery, manner of interaction, visitor profile, origin of inquiry and time frame for acquiring information. A person, looking for a quick answer in an urgent manner would appreciate the structure of presentation, value of data and density of key details. Another one, who is browsing and considering different options might be attracted by the abundance of information, and its factual support. In essence, you are conducting a sale of sort, just not one that directly translates into financial income on the spot.

For you to be successful, you need to inspire a sense of success in the visitor, a sense of being in the right spot. How to achieve that? Consider all of the above. Put yourself in your client`s shoes. Interact with the website developers - provide them with raw information and desired outcomes, and they would often point to the technical solutions that help achieve your targets.

your business target going digital


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Now, while most websites serve as information points,too,the end goal for their existence is mostly to facilitate or directly conduct sales. There are different approaches to that task - from replicating established, successful offline business sales techniques and practices, to redefining each point of the sales process to fit the behaviour and preferences of online clients. It all starts with - what is the target action sought? If it is a direct contact with a client, then the information provided online should be brief and focused, offering multiple points of contact, as well as call-to-action elements (start today, give it a try, get in touch now). If a direct sale is to take place at the end of the client-website interaction, then besides structured and focused information, together with call-to-action points, you would need to consider a few additional elements both technical and psychological in nature. The technical include - e-shop management, product availability update synchronization(where necessary), payment and return policies and management etc. Psychological ones refer to general behavioural patterns, such as tackling the negative emotion when money is spent, concerns regarding the value of the product or service, or real-time pressure from competitors, if websites of the latter are simultaneously opened and browsed through. Different methods for the latter could be confirmation messages, congratulation emails or pro&cons feature listings for products and services.

THE BASICS


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Once you know exactly what you want, it is time to look for the place that offers it. In other words, to decide where you website would be hosted, what platform would be used for building it and who would manage it. This process is often sidetracked by going to a company, stating requirements and agreen on a price and time for project completion. It is natural to trust professionals for those questions. Nevertheless, there are basic points that you can still inquire about. The more you know in advance, the better efficiency you could achieve in your future steps online.
There are three main types of website development: 1.building from scrath; 2.using paid platforms that offer ready designs and elements, which could be modified accordingly; 3.using a "ready-made" website where you only add a few pictures and some text. Needless to say, coding is the most expensive option. It is usually related to building systems of increased complexity, security requirements and extreme loads of traffic. Most businesses lean toward the second option. While coding often takes place there, too, it is rather for the purpose of fine-tuning elements, rather than creating new ones. For example, if you need a chat function on your website, it is available for use in platforms like WordPress. It has default settings for position, appearance and so on, but if you want to have it appear only on specific conditions, and derive a certain set of analytical data out of it, the default customization options might not be enough. Enter the IT specialist.
As far as the "ready-made" option is concerned, you guessed it - it is very limited. It is also the fastest, though. For example, all you need to have a website is to register your enterprise in Google My Business, enter as much information as possible, and then select the Website option. Voilà - there is your new website. We wouldn`t reccomend that option, though, unless you are really pushed against the wall financially and urgently need your company`s profile to appear online. So, as already mentioned, you would probably decide to stick with option number 2. Ask questions, ask for a preview of pages. Ask whether you would be able to manage the website yourself after it is completed. Ask for feedback, don`t just state requirements and expect results. A developer would execute a task you set. It is worth-asking for feedback before work on the task commences. Are there alternative roots to displaying your idea online? What are the pros and cons of the current configuration your require. Would it affect page loading time too much? What about Google ranking? Make an ally of the developer, it tends to be an investment of simple communication that has fruitful returns.

the next step

There is an enormouse amount of information we want to share with you on the topic, but we prefer a practical approach. You are likely going to get bored at some point plus it is quite possible you have a specific question, and you prefer not to read through a lot of paragraphs just to find the sentence you need.

So, here is what we propose. Those of you who want to move to Part 2 - The Outlook of a website - you can click the link below. In the meantime, if there are specific questions that we failed to address, please, don`t hesitate to present them to us. We would provide you with an answer, but what is more - we would develop a full article about it that will probably hold additional value for you.

a few words for the reader


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