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Most businesses these days have already made the move to an online presence. I know this because at least 80% of everyone that comes to one of my workshops or seminars is there to find out how to improve on what they are already doing online.
Here's a list of questions you should be prepared to answer before taking action with a new web project:
10 Questions to Ask to Improve Your Website
This is the basic background information you should know or at least have thought of before taking on a new web initiative.
1. What does your business do and how does it make money?
Simple, but sometimes overlooked...
2. Who are the target customers/clients? Who is not a target customer/client?
Often a source of trouble for clients. You should be marketing yourself to the 20% of clients that make you 80% of your money, but because you don't want to give up that 20%, you fail to take a stance and position yourself towards the target. The secret is, "aim small, miss small". You'll still end up hitting some outside your target, but if you don't aim, you could miss the mark entirely!
3. What is/are your company's services or products to be provided (be specific)?
It's surprising how often there doesn't seem to be a comprehensive list outside of a key salesman's head!
4. If there was one area you felt the marketing or sales needed improvement or one area where you aren't currently reaching enough or the right kind of customers, where would it be?
Prioritize, prioritize, prioritize. Make a list if you have to, then decide what's most important. Rank order can be extremely helpful. If you don't know, just ask the boss-man!
5. Do you currently use an outside company for web services?
If so, what services are they providing and what services are they not providing? You may not be working with the right company for the services you need - or maybe you're just not taking advantage of all that they offer. Having a good lead-generating or direct-sale website is an investment that takes a lot of nurturing. Are you choking it to death from lack of care?
8. Are you having problems with your current web service provider?
No one's perfect! That's right, I said NO ONE IS PERFECT. So, you're bound to have had some issues. Make a list - are these problems major or minor? Who was really at fault, was it you or your provider? When you brought the issues to their attention, how did they resolve your issue? Sometimes the fault is on your end (we all do it). Other times, we just need to kick them to the curb.
9. What budget has been assigned to your company's web efforts? Are you promoting your site with SEO, SEM, or Social Media? Is there a separate budget for this project specifically?
So often "I don't know what it should cost" is the lamest excuse and the killer of all web efforts. What really matters is what the boss is willing to spend. It doesn't have to be down to the penny, but having a range in mind can help you find some in-budget items that could actually be implemented, so buck up and dig in your heals if you have to!
10. Is there anyone else who may need to be included in planning for your website or who may have information required to research, make changes to, or approve any work that might be done to your website?
Doing all your planning in a corner is a sure way to avoid buy-in and ensure the failure of your project. Make sure you've identified the key players and gain their agreement to help. The thing that is missed the most here is the technical information or technical contacts like domain name registrar, current host, access information, merchant services info and more.
About TradeMark Advertising
TradeMark Advertising is an advertising agency located in Knoxville, in the heart of East Tennessee. We specialize in web design and development and SEO/SEM. Want to find out if we can help you improve your website? Give me a buzz: 865-966-1690. or just Contact Us.