What is the Intended Response?
What do you want the audience to get from your web
site? What do you want them to do after reading your site? This can also be defined
as "the business objective". You need to have a reason to build a site.
Don't build a web site because it is "cool" or
because "everyone has one." Build a website because:
- You want to offer a coupon to customers. Make them
fill out a form with their name and phone number to get the coupon. Now you have the
name of a potential customer.
- You want to create a database of your products. The
web becomes an on-line catalog which a customer can browse. You can program the web
site so that it asks questions about what the customer wants. The answer can be
returned as one of your existing products or feedback as products you might want to make
or sell.
- You may want to sell products on line. You need to
consider all of the issues related to this, but the effort can be well worth it. You
suddenly have the ability to sell products worldwide for very little investment.
Be realistic about what you expect from your website.
Traditionally advertising receives a 1% response. The beauty of the Internet
is that it cost very little to reach a mass audience. Increasing the number of
people that see your message will increase the number of total respondents. |
