STRATEGY

How Can A Site Help?

Administrative costs can be dramatically reduced through proper usage of a web site.

MANAGEMENT

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Strategy

Administrative costs can be dramatically reduced through proper usage of a web site. Clients frequently call for a "write-up" or brochure on your firm or company. Normal communications methods can be supplemented by referring clients to your web site. Forms and documents such as job applications, qualifications' criteria, newsletters, articles, maps, internal data, etc., can be placed on your site. Databases can assist in inputting and managing data from a variety of locations. Desired areas can easily be password-protected. The Internet is growing at more than 10 percent per month. Based upon The American College Survey Group, Forbes 500 CEO’s expect to generate almost 40 percent of their sales through the Internet within the next ten years. Busy television, newspapers and magazines viewers will continue to shift their attention more to the Internet and away from traditional media. Consider the trend outlined in a recent study by the Pew Research Center for the People and the Press as written in ZDNet AnchorDesk.

More than 30% of Americans go online for news at least once a week. This is an increase of 10% from 1998;
15% get daily reports off the Web;
40% of college graduates now get their news online, up from 24% in 1998;
More than 30% of Americans go online for news at least once a week. This was up 10% from 1998.

Internet advertising revenue jumped 40 percent in the first half of 2004, driven largely by the growing popularity of keyword ads tied to search results.
A December 29, 2002 CNN article stated that About 60 percent of 2,000 people surveyed in the Pew Internet and American Life Project study said they used the Web regularly. Two-thirds of those had been online for three or more years. At least 80 percent of the Internet users questioned in September and October said they expected to find reliable news, health care information and government services information on the Web. Almost as many Internet users, 79 percent, said they expected to find a business with a Web site that will give them information about a product they are considering buying.

It is advisable to learn, understand, and tap into this medium. You can provide an in-depth profile of your firm or business. New clients can be attracted locally, regionally and globally. You can communicate with information seekers.


Web benefits include the following:
The ability to introduce your organization and staff by displaying resumes and pictures;
Strengthening relationships and the ability to market additional services to existing clients;
Information is available twenty-four hours per day with minimum cost and resources;
Interactive communications with clients;
Recruiting is strengthened.

Consider your desired clients and image. Most businesses and law firms want well-funded, progressive clients. These clients usually have web pages. If one of two competitive firms has a professional web site, which firm do you think will be viewed as being more progressive?

Evaluating a Designer or Your Existing Web site

Most Web designers claim to be, "the best." Many say they know your industry or profession extremely well. A Web site is too important to leave this to chance. I do not claim to be the best designer because I know too many light years ahead of me, what I do claim is to be 100% honest with you up front.

An article in the Triangle Business Journal (North Carolina) Small businesses need Internet strategy states that, "The small business operator has to get in on the act now ­ not so much to carve out market dominance, but simply to be compatible and survive in a surrounding environment where e-business will eventually be the primary way that buyer and seller communicate with each other."

Where do you begin?

If you would like assistance in measuring your site effectiveness or improving your site, we will be happy to assist you by discussing your situation with you or performing a Web site checkup. Our typical analysis prices range from $10 to $75 (total), depending upon the size and content of the site.

Early steps include finding a designer and then evaluating Web sites. After finding potential designers by using the methods discussed below, we recommend asking the designers for reference sites. The reference sites should be checked against the following criteria. We also recommend that businesses and law firms, who have existing sites, measure their sites against the criteria. You can assign a point scale to the following based upon their importance to your business.

Evaluation Criteria

Initial Considerations - It is difficult to find a designer with all of the necessary Web site implementation skills. Skills include cosmetic and programming design expertise, business knowledge, and site placement experience. Aesthetics designers, for example, often spend less effort on search engine placement and services promotion.

Ask for a minimum of ten references. The reference Web sites will allow you to see the designer's overall skills, commitment and longevity potential. View the sites, bearing in mind that first impressions are important. An amateurish Web site will reflect poorly on your organization. Ask the references if the designer was qualified, met deadlines, was easy to work with and responsive after the implementation was completed. If your business is dependent upon the Web site, be wary of using part-timers who may not be available when needed. The closure rate for Web companies is projected as high as 90% in many studies. Some designers fail. Others accept employment with outside companies.

Search engines - Many sites are attractive, but can't be found. Visitors don't go further than 3-4 search engine screens to find a potential supplier.

Aesthetics & Layout - The site should be informative -- and compelling. An attractive site interests viewers, making them want to see more. The layout should be designed so the viewer quickly understands the site’s mission. Most users scan rather than read. Therefore, you should break your content into easy to read segments with headings and sub-headings. Graphics should complement the site’s layout and content. The site should be designed for the target market, not to impress other designers or surfers.

Creativity - It is exciting to find a site that has something new and/or dares to be different. The Webmaster should combine style with the content and mission. For example, while tradition dictates that pages should be similar, some Webmasters are using color tabs that link to different color pages. Prudent use of JavaScript, CGI scripts, CSS, DHTML, PHP and AJAX can add to a site. With the exception of navigation aids, you will see a reduction of the mouseovers and fancy graphics due to their slow-loading time, incompatibilities, and lack of novelty.
Occasionally, industry individuals, such as attorneys, will become Web designers or Web consultants. While many of them are quite competent, some of them cannot rid themselves of their backgrounds and tend to design black and white, conservative sites that appeal only to them and other attorneys. Remember that most Web sites are not trying to bring in other attorneys -- they are attempting to bring in the public. The site must appeal to your marketplace.
Sites will move toward classic brochure appearance with the exception of techniques that the Web makes available -- such as interactivity.

Ease of Navigation - The navigational structure should be designed with the content and the intended audience in mind. The viewer should be able to navigate to a desired location within two or three clicks. Links to products and services, people, feedback and the site's main sections should be readily available. Web pages shouldn't be hard to get around on, especially if you are selling them something

Browser Compatibility - Some Web editing software, such as earlier versions of FrontPage, have some issues with Netscape and other browsers. A site that looks good in Explorer may have problems in Netscape and vice versa. How well has the Webmaster addressed these issues? Look at the finalist sites on different browsers, different browser versions and old and new computers.

Loading Time - Surveyed viewers comment that slow-loading sites are one of their top frustrations. Busy visitors won’t wait long. A site should be attractive and still load quickly. If your business is consumers or your legal area of practice is family, look at finalist sites on dial-up 28.8 dial-up modems. If your market is corporate, loading time is important, but not as critical.

Extra Features - A site can be enhanced with forms, bulletin boards, search software, helpful links, foreign language areas, download/upload features and more. Well-designed feedback forms, for example, assist the user in formulating meaningful information.

Price - Shop around. You don't have to pay $10 - 25,000 for a great site. Many designers design attractive sites for $2,000 - $10,000. Template sites often start at $700. To save money, have your content prepared ahead of time.

Ownership - Avoid "template" or "production line" sites that retain site ownership. Spend $10 to $25 per year and obtain your own domain name. Some large vertical market companies offer Web sites as a by-product of other services. They do not have the ongoing commitment to make a site successful. The Internet is explosive. You will have many needs and opportunities in the near future and you want the flexibility to move your site as desired.

Location of Designer - With today's technology, location is not as critical as it once was -- provided the designer has ties to your industry. For example, if you are a law firm, a generalist designer of Web sites in your area isn't as concerned about your satisfaction as is a legal-oriented designer. On the other hand, if you are a person who works better face-to-face and prefers handholding, you may prefer a local designer or a designer who is willing to travel. Approximately half of our new clients come from other U.S. states. Many of our clients benefit by being able to jointly review existing materials and brochures and interview staff members. Technology such as Internet whiteboards, cameras (cams), and other net meeting tools from Logitech, Mimio Ink Corporation and Microsoft can assist in conducting remote meetings.

Industry Expertise - An industry-oriented designer knows the standard needs of a business or firm. Hours can be saved and many helpful recommendations will be contributed by the industry-oriented designer. You can concentrate on your unique features and desires.

More Free Advice that will cost, then save - If you plan to design your own site, acquire a few hours of a Web designer's time to discuss your ideas. It is expensive to redesign a site! It takes considerable time to undo the damage caused by amateurish Web sites and ineffective search engine design.