Starting a Web site - A 12 Step Guide, Part 2
December 29, 2004
Contributing Writer: Aaron Turpen of Aaronz WebWorkz
(Originally posted on March 07, 2002.)
...continued from part 1...
Step 7 - Begin Marketing
The marketing of your site should begin as soon as you have an idea when it will be complete. When a finish date is set in concrete, then your marketing should begin in earnest. Change all of your printed materials, business cards, letterhead, phone listings, etc. to include your new domain name (URL). Your company's new presence (www.yourcompany.com) should be as important as having your phone number listed. Consider giveaways or other interest-grabbers (freebies are always popular) and use them as a tool to launch your site (see Step 6 above). Promise a lottery, prize, coupons, or anything else that can only be had by visiting the Web site and entering the contest/printing the coupon. Whatever this "getter" is, make sure it's good enough that people will be interested. Once they're on the site, they should have a reason to stay (see initial designs, Step 6).
Step 8 - Hosting
Now that your site is nearly complete, you'd better find a place to put it! Your choice is web host is very important to the long-term success of your site. You need to make sure of several things before you hand out any money for this service: 1) is the host reliable? 2) will this host be around next year...the year after? 3) how much are they charging? 4) what are the limitations of their service (bandwidth, e-mail accounts, etc.)? 5) will this host be flexible enough to keep up with the increasing demand of your site as it grows? 6) does the host offer several plans that can be easily upgraded to facilitate growth? 7) how quickly do they respond for customer service via e-mail or the telephone?
All of these questions are very important. In the past, before I began hosting my own sites and customers, I would find a lot of competition and narrow it down to one provider using only questions 5-7. Finding a flexible host who also offers great customer service is difficult to find. Generally, if you send an e-mail to your final prospects (after having narrowed the list using questions 1-4), the one who answers first is most likely your best bet. The one who takes longer than 24 hours to respond (including weekends!) should be removed from your list. At this point, you should have no more than one or two prospects. If you have more than one, the final question to ask is "who has the best facility, best hardware, and offers the best technical support?" Check their Web site or ask them via e-mail what type of facility they are in, how many connections their server has to the outside world, and where the hosting company is located. If you are in the US and your prospective host is offshore, consider whether you want to take this risk. Remember: other countries have different laws and you may not be protected from data theft or other potential problems. As a rule, two outside connections for a server or rack is the bare minimum. The more the merrier here! What kind of machine would they be hosting you on? Check the library or another source of up-to-date magazines and find out what the newest technologies are. Chances are you can take the names of the hardware (RAQ 4 for instance) and guess that a RAQ 3 was the last generation of that machine. The newer the better! The technical support should be equivalent to the server and the facility: more is better!
Step 9 - Site Launch!
Now that your Web site is complete and you have a host and domain name, you're ready to launch! If all of this happens earlier than your expected or announced date (which it should if all is well), then DO NOT launch your site before the announced time. If you do it too early, you might give the impression that you're over-eager and desperate. Worse, people may believe that you pad all of your estimated dates too heavily and will have less trust in you. Keep in mind, though, that one day early is a far cry from a month early. A day will not hurt, a month could kill. Stick to your plan and don't jump ahead of yourself. Use the extra time to keep hyping your new release. Use screenshots or video captures of the now-finished site to enhance the anticipation. When the time comes, fire away!
Step 10 - Maintenance
Once your site is open to the world, you will begin to deal with the day-to-day items of owning a Web site. Keeping your site up-to-date and well maintained requires time and effort. Eventually it will become a regular routine and only the details will be different each time. It may sound mundane, but if done right, you will never lose interest in your Web site. You may need to contract a professional (generally the developer who created your site to begin with) to do your technical updates for you. Or you may wish to keep these updates yourself and learn a little about how a Web site is built from the inside out. Most likely, you'll hire a professional: and be smart to. Contracts can vary in scope and price. Find the one that fits your needs best and use it. Always take full advantage of what you're being given in a contract. If it's a by-the-hour list (say four hours per month), then utilize all of that time the developer is giving you. Have your marketing department (or whoever fills this role) create new and interesting things to update the site with. Include changing information, tutorials, new features, and other enhancements. Keep the site's focus at the forefront of your ideas, but continue to update and change things. If you create a site and leave it the way it is, changing it yearly or less, your visitor count will begin to drop, as people get wise to your lack of attendance. You change your other marketing regularly to keep them fresh, right? Do that with your Web site too! The advantage here is that a Web site is generally cheaper than another form of mass-media advertising, so changes can take place a lot more often.
Step 11 - New Looks
In general, a Web site should be completely re-vamped to receive an entirely new look or design at least once a year. This helps to keep the content fresh and forces your users to take notice once more. Making an anniversary of it can be an added bonus with plenty of hype and circumstance to build it up feverishly. When a company moves into a new building, they usually make a big deal of the event. Why not with your Web site too? Several months before you wish to change, consult with your original designer or maintenance provider. Get a tentative quote on the time frame and cost of these changes.
Step 12 - Success!
By the time you're ready for Step 11, you should have an idea of how successful your site has become and projections of how successful it will be if it keeps to its current path. Like most businesses, a Web site should start out small and become larger and larger as time passes. It should also become more and more popular. After the first year, begin to make more long-term goals and at minimum a yearly prospectus for your site. Goals reaching out as far as three years are not outlandish, but make sure they're flexible enough (and are reviewed for relevancy enough) that they can be altered to meet new challenges or changing viewpoint. Your yearly prospectus should match your first year's goals in scope. If your goal is to have a certain number of visitors per week six months from now, then your prospectus should show how this is going to happen (and whether, realistically, it really can happen). Above all, keep your focus! Know where you want to be, why you want to be there, and how it's going to happen. Your Web site and your business should share common threads throughout--including their goals. Keep on track and you'll have nothing but success!
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Starting a Website - A 12 Step Guide was written by Aaron Turpen.
Aaron Turpen is the proprietor of Aaronz WebWorkz, a complete source of online web services for small business. http://www.AaronzWebWorkz.com
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