Web Site Myths
Lets clear up some of the confusion
- If you build it, they will come.
- Buy a database of email addresses, a cheap mail broadcast program, and watch the business roll in.
- Anyone can make a web site.
- The best sites use Flash and lots of animations.
- I don't need a web site if I'm not offering online shopping.
- I just need the information from my business brochure on the web site.
- My home page should have as much on it as possible about my business.
- Online sales indicate how successful a web site is.
- I can be at the top of every search engine.
- Search engines list you for free.
- My web site should be different from my other marketing efforts.
1. If you build it, they will come.
Due to the hype of the mid to late 90s, many people think that if you build a web site, the people will see it immediately and the money will roll in. This is not the case. At least, not initially. Like all advertising, it takes repeated exposure to your audience. Additionally, just building the site is not enough. Now it must be cross-marketed by placing it in all other advertising used, on business cards, listed in search engines, and linked to other sites. The site must also be regularly updated and not left to collect dust. Just as you may not see a business increase until you've advertised in the newspaper for a year, it may take a while before business increases due to a web site.
2. Buy a database of email addresses, a cheap mail broadcast program, and watch the business roll in.
Most individuals hate spam. With a passion. Why send email to potential customers that you are guaranteed to lose using this method? Also, spam is prohibited by most ISPs and web hosts. If you are caught using it, you will have to find another host.
3. Anyone can make a web site.
Well, sure, anyone can. But it can take months and years to learn to do it right. There needs to be an understanding of the art programs used to make the site. There needs to be a strong knowledge of at least HTML and CSS. An experienced designer also understands copyright law, e-business techniques, and how to design a site for a target demographic. Sure you can have your 8 year old do it, but do you want your site to look like it was made by an 8 year old? Or, you could have an employee make it, but do you want to
- Spend money on their weeks and months of training?
- Have the employee take time from work projects for 6 months to a year to learn to build a site?
- Spend money on hardware and software they will need to make a site?
- Spend money again if the employee did it incorrectly?
4. The best sites use Flash and lots of animations.
Absolutely not. Frequently, whether they look great or not, those can be the worst sites.
- Flash is not search engine friendly.
- Flash animations are often just annoying to the web surfer and they'll leave to avoid that annoying thing.
- Flash sites can take too long to load (and your customers will click Back and forget about you).
- Not everyone has Flash installed on their computer (or knows how to install it).
- It is not accessible to blind surfers using screen readers.
And sure, we can make multiple versions of a web site. However, scripts properly detecting browsers and redirecting the user have a chance to not detect a browswer correctly. Additionally, it'll cost you more for me to make duplicate versions of your web site.
5. I don't need a web site if I'm not offering online shopping.
Nope. More and more often, shoppers refuse to do business with an organization without a web site. They want to learn about your organization, what you have to offer, find maps to your location, etc. Web sites, in the long run, are very beneficial to both businesses and non-profit corporations.
6. I just need the information from my business brochure on the web site.
While this is frequently a good start, the information must be formatted for the web, and preferrably expanded upon.
7. My home page should have as much on it as possible about my business.
False. Web surfers don't like to scroll. This information should be broken up into categories and placed on a page suited to that category. The home page should be a brief introduction to the business, a summary. Also, too much information on one page is overwhelming for the viewer and they are unlikely to read it. Sometimes long pages are unavoidable, but it's best to keep them short when you can.
8. Online sales indicate how successful a web site is.
False. Many web sites don't sell anything online, yet the site draws new customers to the business or organization. Additionally, page views and hits are also not always an accurate reflection of a site's success.
9. I can be at the top of every search engine.
There's only room for 1 person to be #1. Many businesses promise to put everyone at the top of the search engines. But how can everyone be #1? If they tell 10 plumbers that they'll all be top ranked, they may be near the top, but all 10 can't be in first place.
10. All search engines list you for free.
Not anymore. Google does have a free listing and some of the other big ones do too. Some may provide a free listing to have your name come up in the search box, but you may have to pay extra to be listed in their directory. You may want to set aside some funds for search engine marketing.
11. My web site should be different from my other marketing efforts.
Absolutely not. Your web site should be similar in content and style. Consistency in marketing is important for brand and/or name recognition.
