Everyone’s got a website these days don’t they? The general consensus for Australian business big and small is ‘you gotta have a website’. Well actually what you should be asking is why? Why do I need a website and what is it going to do for me? Long before any website is created, a business needs to know why they want a website and what they hope to achieve by having their own slice of dot com. Just because people say you need one or you get one because everyone else has one, websites need to be prepared with planning, structure and purpose. And the reasons for having websites differs from business to business. For example, Tom’s Fruit Shop might have one so consumers can order fruit online for delivery and Sally’s Beauty Resort might have one to view her range of services and download some promotional offers. Both Tom and Sally have vastly different businesses and their websites reflect the different needs of the browsing clients. If Tom’s clients couldn’t order online and could only browse his fruit it would be pointless. Hence, the need to recognise why you want a website and what you hope to gain from having it. Just as in the example, websites are created for different purposes. Is your website designed to maximise your online goals? Do you know what your website currently does for your business or what it really could do? Is it time to reassess your online business goals? Every website needs to serve a purpose of some description. These can be a mixture of:

• Creating awareness
• Shopping cart or online ordering
• Information
• Communication
• Marketing and promotion

Could your website be working harder for your business? If you are selling online, do you have links to preferred partners (affiliate marketing)? Incentives? Downloadable vouchers that customers can use in store? If your website is purely information driven, is the information accurate and up to date? Do you change your website or give people a reason to return? A functioning website should be an ongoing marketing tool for your business. Presented in the most beneficial way for your consumers (remember each business can have a different target audience), your website can be one of the most cost effective and track able marketing vehicles available. Once you determine what the internet can do for your business you can start to harness its possibilities and market online to your advantage. Your business can then ramp up from a simple web presence to become another stream of leads and revenue. Further information can be found by Googling ‘online marketing’ or by contacting a specialist online marketing consultant. Website secrets for business success:

• Keep content fresh, accurate and up to date
• Track your website visitors and their patterns
• Incentivise with offers and invitations
• Make sure all your links and email contacts actually work

Remember why you created a website for your business and make it work for you.