Lately I’ve been talking a lot about websites. Large, small and in-between. And it has become very clear to me that for all businesses there are a number of stages – or ‘evolutions’ - you can progress through when developing your website.
If you try and progress too quickly – into a website stage that doesn’t suit your business – you will become disappointed and possibly waste a lot of money.
This is because to get the most from your website it must be integrated into your business – serving your business objectives.
If the website is too ‘advanced’ for your situation, you wont use all the functionality. Wasting money (and worry) on features you don’t need.
If you are too advanced for your website, then your growth will be restricted. You’ll miss opportunities and lose sales.
The stages of website evolution are:
Directory Listing - single page website with basic contact details. This page may be ‘parked’ at your web host provider.
Passive Information – explains a bit about what you offer.
Benefits Oriented – sales-oriented language to attract the attention of visitors.
Interactive – offering some method of interaction such as newsletter, discussion group, or blog.
Kiosk – displaying short range of products and services available for purchase online, utilising web-based payment system.
Database – large range of products or information in dedicated integrated online database. Search usually required to locate items.
Business System – complete web-based business system online for accounts, reporting, sales, inventory etc.
Success comes from planning your website around your business requirements.
Plan ahead for the growth you expect. If needed, create your website with the capability to expand into the areas you will need.
When thinking about what you need in your website take into account the nature of your business, the number and type of products or services you will be offering and the degree of interaction you want to have with visitors.
What actions do you want visitors to take?
Make sure the website stage you choose will suit the outcomes you desire.
For example, if you only need to display your contact information so customers can telephone you – then don’t waste money on a more sophisticated website with newsletter or ecommerce options.
On the other hand, if you have a large database of products that your customers will need to search and find what they want, make sure your website makes that easy to do. In this case a searchable database would be better than a long list of products on a page.
However, not all businesses will necessarily want to progress through each stage of website evolution. Large businesses may not always want the most function-heavy website.
For example...
take Australia’s Harvey Norman chain of electrical and furniture stores. Their website is used to generate in-store visits. And to promote current sale items.
Harvey Norman has a large range of products, but their website model is to generate in-store visits. Not online sales. So their website supports that objective.
As with all marketing, your website must serve your business objectives. Don’t fall for pretty looks and cute graphics. Make sure your website is a workhorse for you.
About the Author:Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at www.marketingnous.com.au
Related Articles
5 Steps to a Live Marketing Plan
By: Stuart Ayling | 12/09/2007 | Marketing
It’s true. Failure to plan is planning to fail.
When I’m talking with business owners and marketing people I’m often asked,
“How do I plan my marketing? There are so many details.”
Top 12 Ways to Strengthen your Marketing Muscle
By: Stuart Ayling | 07/08/2007 | Marketing
We all know that when we exercise we stretch and strain our muscles. The repeated extra workload is what strengthens the muscle fibres.
In fact, health professionals point out that until we get to the point of ‘feeling’ our muscles strain, we do not get the full benefits. It is the recovery our muscles make from the extra strain (but not overload) that increases muscle strength.
Why do I tell you this?
Because it is exactly the same with your marketing muscle.
6 Steps to Designing a Brochure
By: Stuart Ayling | 16/09/2007 | Marketing
Have you ever decided you need a brochure or other piece of printed marketing material?
This could happen after you see a brochure from another business (maybe a competitor) and you think “I need one of those too”.
Where Great Marketing Starts
By: Stuart Ayling | 04/09/2007 | Marketing
Great marketing starts at the beginning. And the beginning is the same as the end - your client. This means that to develop more effective marketing tactics you need to think more closely about your clients (or prospects).
Squeeze Maximum Results From your Marketing Budget
By: Stuart Ayling | 21/08/2007 | Marketing
A common problem for all businesses is not having enough money to put into place all the possible marketing ideas. Quite simply, promotional opportunities exceed the budget available.
I’ve seen this with marketing budgets in the millions of dollars, as well as with marketing budgets in the thousands of dollars.
This means you have to make choices. You have to choose which marketing tactics to deploy. And choose how much you should spend on your marketing program.
Detour to Restaurant Food Trends
By: Shareen Aguilar | 17/10/2007 | Management
While there are a lot of areas in a restaurant business which needed scrutinizing, there are areas of primary concern that an owner or manager should always look after. The good service, food and affordability are just one of the few restaurant concerns.
Submit Your Article 2 Article to Article Directories
By: Amitt Sharmaa | 22/08/2008 | Business Ideas
It is said by some people that article marketing doesn't work any longer. This could be true if the articles you write aren't worth reading but you expect them to be read anyway. Article marketing can be a very powerful strategy for promoting your site if you do it the right way.
Ways to Make Money Online
By: Jack Duckbird | 18/10/2007 | Business Opportunities
Simple ways to make money online using the Profit Lance Automated Wealth System.
Got a Question? Ask.
Ask the community a question about this article:
Q&A Powered by:
Latest Marketing Articles
Marketing Your Cash Flow Business
By: Russell Dalbey | 16/10/2008
So, you've decided to become part of the cash flow business - you understand the basics of the business and are ready to get moving! But how? What do you do for marketing? It can seem overwhelming but if you really think about it, getting started is not as difficult...
When is a Blog Right For Your Business?
By: Alan Tedman | 16/10/2008
There are many types of media in both the printed form and online. I like to read blogs, others like feeds and some others like newsletters. All of these forms require one big thing, content.
Blogs can bring all of these readers together and produce important content for your business in...
Benefits of Submitting Articles to Directories
By: Robert Kokoska | 16/10/2008
Article marketing has long been an easy and extremely powerful way to promote blogs, websites, services and products. With some of the biggest article distribution sites on the internet, you can potentially syndicate your new article across several thousand of different websites increasing your exposure dramatically. Below you will read...
Connemara Marble is One of Many Wonderful Irish Gifts to Remember
By: Scott Wilhelmy | 16/10/2008
What Is Connemara Marble?
Connemara Marble is mined from the quarry at Lissoughter in the Connemara Mountains of Western Ireland. This quarry has been in active use since the mid 19th century. The Walsh family has been mining this stunning green marble for centuries. It is found today in many major...
Online MLM - Why is it Necessary For Your Success
By: Chris Kosman | 15/10/2008
Many network marketers especially the so called heavy hitters regard online MLM, the use of Internet to promote your multilevel marketing business, as an inferior method for prospecting and claim that it is over-hyped. Many of them in the past years build big downlines strictly by using offline methods and...
Brands Miss the Mark at Grand Final
By: Katie Hodgkinson | 15/10/2008
A Steak insight into who spent big money on AFL television advertising but fumbled and dropped the ball.
According to The Australian, 8 September 2008, media buyers estimated that advertisers would spend $35million over the AFL and Rugby League finals period and that Channel Seven was to be asking $120,000 for...
Internet Marketing For Chickens
By: Andrew Kasch | 15/10/2008
Are you afraid to succeed? Did you get into internet marketing because it's easy to fail at, and that is where your comfort zone lies? Great! You are just the person I want to speak to today. It's important that you pay attention, otherwise you will end up getting exactly...
Bum Marketing On Growth Hormones: 10 Brilliantly Simple Tactics To Build Your Highly Targeted Opt-in List
By: Stefan DeVereaux | 15/10/2008
Step-by-Step Instructions... Finally
MOLB: Mechanized Online Blueprint. Alex Edavane is on to something huge. In 15 months, he developed a system that earns him 5 figures a month. No gimmicks, no false hope, no outrageous claims... just the "How I do it." His average profit is around $36,000 per month and...
More from Stuart Ayling
Calculating Time-based Fees and Charge Out Rates
By: Stuart Ayling | 06/02/2008 | Management
When it comes to setting the price for your services there are some important factors to consider. One of the main strategic decisions is
to decide whether you will charge based on hourly/daily rates(time-based), or charge based on results achieved (value-based).
How to Set your Fees
By: Stuart Ayling | 14/11/2007 | Business
When you think about setting your fees there are two main aspects to consider.
One aspect is ‘how’ to charge. The other is ‘how much’ to charge.
Why Great Selling Skills Ain't Enough
By: Stuart Ayling | 18/10/2007 | Sales
Selling is an essential skill in business. But even the most highly skilled salesperson is not guaranteed to get fantastic sales results.
That’s because there is more to being successful in sales than just having great sales skills.
6 Steps to Designing a Brochure
By: Stuart Ayling | 16/09/2007 | Marketing
Have you ever decided you need a brochure or other piece of printed marketing material?
This could happen after you see a brochure from another business (maybe a competitor) and you think “I need one of those too”.
5 Steps to a Live Marketing Plan
By: Stuart Ayling | 12/09/2007 | Marketing
It’s true. Failure to plan is planning to fail.
When I’m talking with business owners and marketing people I’m often asked,
“How do I plan my marketing? There are so many details.”
Where Great Marketing Starts
By: Stuart Ayling | 04/09/2007 | Marketing
Great marketing starts at the beginning. And the beginning is the same as the end - your client. This means that to develop more effective marketing tactics you need to think more closely about your clients (or prospects).
Attracting Clients With Incremental Marketing
By: Stuart Ayling | 26/08/2007 | Marketing
Do you ask prospective clients to go too far?
Must your new clients take a “leap of faith” when they engage you?
Squeeze Maximum Results From your Marketing Budget
By: Stuart Ayling | 21/08/2007 | Marketing
A common problem for all businesses is not having enough money to put into place all the possible marketing ideas. Quite simply, promotional opportunities exceed the budget available.
I’ve seen this with marketing budgets in the millions of dollars, as well as with marketing budgets in the thousands of dollars.
This means you have to make choices. You have to choose which marketing tactics to deploy. And choose how much you should spend on your marketing program.
Marketing 
