Tech with Tom: Get a website, part 3

Editor’s note: Tech with Tom Kirkham is intended to provide practical information about a wide range of electronic products, software and communication issues. Tom has promised to use layman terms, where possible, and to avoid geeky acronyms unless using said acronyms are the build up to an off-color joke built largely around sophomoric innuendo. Seriously, this should be good stuff and it will post on Fridays (barring any breaking news from Steve Jobs or elsewhere in the Tech world). Enjoy.

I know a few professional people who think they can build their own website for their business. They are intelligent, bright and computer-savvy. They even know a little bit about building a website. The problem is, they never get around to it, and are missing out on sales leads over the years as a result. Bad idea.

I know of larger companies that think building a website is the IT department’s responsibility. Bad idea. This is a bit like asking a telephone repairman to run your telemarketing campaign. No offense to IT professionals (telephone repair professionals) out there, but a website is about marketing. The technology is simply necessary to accomplish the objectives. Then maybe you need customer support. IT’s role should be to understand the web design firm’s technology and deployment method for suitability from a technical point of view. That’s it. Nothing else. Marketing should run the show for most businesses.

Before searching for an organization to build your site, take a few days or weeks and really think about why you need a website. If you want to sell products online, look at the competition first. The Internet does a terrific job of pushing prices and margins down. Can you compete on price? If not, then maybe the focus of the website is to promote your company’s service, knowledge and expertise.

Next, think about what would be nice to have. How about monthly or weekly newsletters of specials? A restaurant might want to post not only their menu, but their daily specials as well. A professional accountant might want to send out periodic tax tips and advice. Maybe a click-to-call system or online sales chat might be great for your business.  Make a list of all these things. These are the objectives of your website.

Next, gather up as much website content that you can. The website will obviously need your address, phone number and other contact information, but don’t expect the design firm to know your company’s history, how many service personnel you have, or everything about why your Double-Deluxe Turbo Widgets are the best in the world. If there is one thing that usually kills a website, it’s the lack of content.

Now, let’s get the site built.
 
If you are serious about Internet marketing — and I think you should be — hire a professional to build the site. Not the 16 year-old neighbor’s kid who mows your lawn and volunteers to build a website for your company. Pick 2-3 firms to meet with. A good web design firm will work with you to not only incorporate your objectives, but should also have ideas that you have yet to consider.

Prices vary, and they vary for a reason. “How much is a website?” is not the question you should ask. Websites, like cars, vary in price because of quality, features, performance, size and a whole host of other things. Remember the list of objectives? Give this list to the design firm and discuss your thoughts along with their thoughts, and the firm will give you a price.

Next … a little geek-out on specific technology to use and not to use.

Notes on Tom
Tom Kirkham is the publisher and co-owner of The City Wire. Tom also is host of the Tom Kirkham Show on Newstalk KWHN 1320 AM, which airs each Saturday from noon to 1 p.m. He also owns and operates Kirkham Systems, a computer, communication and networking company. Tom has more than 20 years of experience in business and technology, and claims to be a photographer, jazz lover, Cajun food expert and dog rancher.

You can reach Tom at [email protected]