The First Ten Steps to Creating a Website

These days it seems like everyone has a website. Do you? Establishing an online presence has become a key part of any small business marketing plan. If you don’t have a site yet, it’s never too late to create one, but it does take some preparation. Before you go out and hire a designer, let’s review the basics:

1. Define your goals. What’s the purpose of your website? This question is really important. Understand that your website is the equivalent of a traditional paper brochure and business card, but it’s viewable on the web from anywhere in the world. Will your site be strictly informative, or will it be something more? Do you plan to sell tangible goods or services on your site? If so, you need to take that into consideration as well.
2. Know your target market. Who are you marketing to? Who are your customers? Where are they? How do they use the internet? Know your market and have a clear vision before you get started.
3. Decide on a domain name and register it. I purchase my domain names through GoDaddy. A good domain name can be hard to come by, so you may have to try a few times before you can find an available domain name that suits your business. Make it easy to remember and easy to spell. Don’t worry if you’re not ready to build your site yet. Once your domain name is registered it’s yours, hanging out in cyberspace until you’re ready to use it.
4. Help Google find you. Do your research and find the keywords that will help your website stand out in search results. Choose the best keywords and build your copy around those keywords.
5. Figure out what makes you different. What is your USP (Unique Selling Proposition)? What makes your business unique and sets it apart from the competition?  When a customer asks “why should I buy from you instead of the other guy?”, be prepared with your answer. That’s your USP.
6. Clarify your message. You have less than five seconds (usually about three) to convince a new visitor to your site to stick around. If a visitor has to try to figure out “what’s in it for them”, they will leave. Who are you? What do you do? What do you offer? Answer those questions clearly and concisely. Rather than providing tons of details about your company, it’s better to point out the benefits to the customer.
7. Make a category list. Work out a list of key areas of information (categories) that will serve as your navigation.  For example, if you sell dog supplies, you may want your categories to be “Dog Food, Dog Leashes, Dog Toys, Dog Beds, Dog Crates”, etc. A visitor to your site should know exactly what to find within each category. Refer back to your keyword list for some direction here.
8. Establish your reputation. Consider creating an “about” page, a testimonials page, an FAQ (frequently asked questions) page, and a page with contact information. At the very least, the “about” page and the “contact” page are good to have because they add credibility to your site. If you’re selling goods, you might want to add a page with shipping information, and a page with company policies. Write out what information those pages will include so you have it ready.
9. Read, re-read, and read again. Check your copy carefully for readability and spelling or grammatical errors. You might want to ask a friend to proofread it for you. If you’re not comfortable with writing, you can hire a copywriter.
10. Create added value. Once you have some visitors, how will you keep them coming back? Think about what your customers will find valuable. Is it a monthly newsletter? A freebie? Valuable information? Be the go-to person. Have a plan in place to keep their attention. I use and love Aweber for newsletters and automated emails.
11. Shout it out! Once your site is live (or at least a “coming soon” page), add your URL (website address) to your business cards, letterhead, email signature, brochures, etc. Tell friends and family. Network. Get creative and make your site visible.

Ok, that’s eleven steps.

Now that you have the framework in place, it’s safe to enter production mode. Hire a web designer, or if you’re comfortable, create your site yourself. Take into account all the pieces that you have put into place, and make it happen.