Designing a Business website - Types of Web Presence

Internet for Business

The design of your business website depends on the type of web presence required

Home > Your Business Website > Designing Your Business Website
Designing Your Business Website

Once you have a solid idea of your website’s main goals or objectives and the target audience, you can start thinking about the design and lay-out of the site. You may of course at this stage think, “hey, this is way beyond my field of knowledge - time to bring in an expert”.

That’s fair enough, but at least give some thought to what YOU want for your website before handing the job to a web designer. That way, if you do outsource the work, you’ll be in a much better position to discuss the project and help the designer with your ideas and requirements.

To help clarify what type of website you need - one that will best match the planning previously done - let’s look briefly at three types or model or web presence suitable for a small business:

Online brochure

Online catalog

Online store

A. Online brochure:

This can be the most basic website, possibly only one page, that gives a brief outline of who you are and what you do, plus contact details.

By placing your “business card” on the Web, you’re making your business more accessible to potential customers, even if they only find you from the Yellow Pages or from a listing in your town’s Web directory.

Remember - the vast majority of Web users are primarily looking for information, usually to help them make a buying or ordering decision

Those businesses that provide a helpful beacon will score over those who don’t.

While many experts dismiss this type of website as a waste of time, you can nevertheless establish a useful web presence for very little outlay. It’s also easy and cheap to update when any changes occur to your business.

B. Online catalog about your product or service:

Here we are talking of something more sophisticated than a simple brochure. The website would typically provide:

pictures and descriptions of your products/service;

information about your company;

ordering and contact information.

Usually this type of site is not geared for actual online sales, but is intended rather as a means of generating sales leads and promoting your business. As such it must persuade visitors that your product or service offers them a value or benefit they might not find elsewhere.

Beware of blowing your own trumpet - think instead of what your readers might want or need and then strive to satisfy that need.

You should also avoid simply transferring your printed catalog to the Web.

On the Web:

big pictures download slowly;

people read text differently;

readers don’t necessarily follow pages in sequence.

Instead, offer your readers:

small or "thumbnail" pictures they can click to enlarge;

easily scannable “chunks” of text;

the choice of moving around your site as they please;

plenty of detail about your product.

C. Online store:

Here we’re talking of selling a product or service over the Internet, either as a stand-alone enterprise or as an adjunct to your existing brick and mortar business.

Be warned though! Selling online is much more complex than merely having a web brochure or online catalog.

Now your website has to allow for online ordering and some sort of secure payment mechanism.

And, most importantly for your customers, you have to handle fulfilment - having the stock available and getting it delivered.

You must also be prepared to handle:

email enquiries;

tracking of parcels;

exchanges and refunds.

Minimum requirements
In its simplest form, your website will be similar to an online catalog, providing at a minimum:

product information;

prices;

shipping options;

order form.

If your product is available in different sizes or colors, your customer must be able to make choices.

She must then complete an order form on which she lists her product requirements, credit card details and delivery options. The order can then be submitted over the Internet or it can be printed and faxed.

On receipt of the order, the merchant processes payment via a normal credit card Point of Sale terminal (swipe machine).

He then picks the items ordered and packages and dispatches them, i.e. very similar to traditional mail-order.

The above describes an online store in its most basic form - there are many more sophisticated and complex models, incorporating drop shipping, instant credit card approval, digital delivery etc - but those are beyond the scope of this site.

Next ... Building your business website

Last updated: August 2008. Copyright © 2006-2008 Scotch Macaskill, 18 Strawberry Fields, 36 College Road, Pietermaritzburg, South Africa. Tel: +27 33 3422811. Privacy: Your privacy is guaranteed. Personal information, including email addresses, will never be sold or given to third parties. See our Privacy Policy for further details.

Internet for Business
The design of your business website depends on the type of web presence required
Home > Your Business Website > Designing Your Business Website Designing Your Business Website Once you have a solid idea of your website’s main goals or objectives and the target audience, you can start thinking about the design and lay-out of the site. You may of course at this stage think, “hey, this is way beyond my field of knowledge - time to bring in an expert”. That’s fair enough, but at least give some thought to what YOU want for your website before handing the job to a web designer. That way, if you do outsource the work, you’ll be in a much better position to discuss the project and help the designer with your ideas and requirements. To help clarify what type of website you need - one that will best match the planning previously done - let’s look briefly at three types or model or web presence suitable for a small business: Online brochure Online catalog Online store A. Online brochure: This can be the most basic website, possibly only one page, that gives a brief outline of who you are and what you do, plus contact details. By placing your “business card” on the Web, you’re making your business more accessible to potential customers, even if they only find you from the Yellow Pages or from a listing in your town’s Web directory. Remember - the vast majority of Web users are primarily looking for information, usually to help them make a buying or ordering decision Those businesses that provide a helpful beacon will score over those who don’t. While many experts dismiss this type of website as a waste of time, you can nevertheless establish a useful web presence for very little outlay. It’s also easy and cheap to update when any changes occur to your business. B. Online catalog about your product or service: Here we are talking of something more sophisticated than a simple brochure. The website would typically provide: pictures and descriptions of your products/service; information about your company; ordering and contact information. Usually this type of site is not geared for actual online sales, but is intended rather as a means of generating sales leads and promoting your business. As such it must persuade visitors that your product or service offers them a value or benefit they might not find elsewhere. Beware of blowing your own trumpet - think instead of what your readers might want or need and then strive to satisfy that need. You should also avoid simply transferring your printed catalog to the Web. On the Web: big pictures download slowly; people read text differently; readers don’t necessarily follow pages in sequence. Instead, offer your readers: small or "thumbnail" pictures they can click to enlarge; easily scannable “chunks” of text; the choice of moving around your site as they please; plenty of detail about your product. C. Online store: Here we’re talking of selling a product or service over the Internet, either as a stand-alone enterprise or as an adjunct to your existing brick and mortar business. Be warned though! Selling online is much more complex than merely having a web brochure or online catalog. Now your website has to allow for online ordering and some sort of secure payment mechanism. And, most importantly for your customers, you have to handle fulfilment - having the stock available and getting it delivered. You must also be prepared to handle: email enquiries; tracking of parcels; exchanges and refunds. Minimum requirements In its simplest form, your website will be similar to an online catalog, providing at a minimum: product information; prices; shipping options; order form. If your product is available in different sizes or colors, your customer must be able to make choices. She must then complete an order form on which she lists her product requirements, credit card details and delivery options. The order can then be submitted over the Internet or it can be printed and faxed. On receipt of the order, the merchant processes payment via a normal credit card Point of Sale terminal (swipe machine). He then picks the items ordered and packages and dispatches them, i.e. very similar to traditional mail-order. The above describes an online store in its most basic form - there are many more sophisticated and complex models, incorporating drop shipping, instant credit card approval, digital delivery etc - but those are beyond the scope of this site. Next ... Building your business website
Last updated: August 2008. Copyright © 2006-2008 Scotch Macaskill, 18 Strawberry Fields, 36 College Road, Pietermaritzburg, South Africa. Tel: +27 33 3422811. Privacy: Your privacy is guaranteed. Personal information, including email addresses, will never be sold or given to third parties. See our Privacy Policy for further details.