Web Basics - Simple Principles Can Recession Proof Your Business

A sharp and compelling Internet presence is critical in modern business. And even more so during a slow economy, where sales conversion and customer experience can mean the difference between thriving and surviving. The question is, what are the fundamental elements of a Web site that make it an effective marketing tool?

Like any worthwhile project, it begins with a basic plan and budget. Focus on professionalism, brand consistency, and quality over quantity. A professionally designed three-page Web site conveys a far better message for your business than a poorly designed 20-page site. The slightly higher cost today will provide a markedly higher return on your investment in the future.

Following are a few tips to keep in mind as you create or further develop your site.

Lasting impressions: For many customers, a business' Web site is their first impression. Above all else, no matter the industry, a Web site should convey absolute professionalism. Customers should feel secure in choosing to patronize your business and services.

Build your brand: Pay for a professional logo design. This is the aesthetic building block of your brand and the "face" of your company that prospective customers see first. For small businesses, a logo can help define the overall brand, including specific style elements - such as color scheme and fonts - to incorporate into your Web site.

Keep it real: Being professional and business-like doesn't mean you have to be stiff or stuffy. Put a face to your site that shows your customers you're not just another sterile, impersonal corporate entity. Add photos of your CEO/president, senior staff, etc. to your About Us page. Avoid traditional "zombie" sales copy.

Be available: Fill out your entire Contact Us page with every detail of your business' pertinent contact information, including a street address. Ensure that your customers can easily contact you - by e-mail or (preferably) by phone. Simply adding a toll-free number in a prominent place on your site provides your customers with a substantially increased level of trust in your business.

Start a blog and speak your mind: Blogging is a terrific online marketing tool. Write a weekly column that provides solid advice and proves that you're the expert in your particular field. This will provide substantial value to your current and future customers, solidify your industry expertise, and help your business stand apart from the competition.

Hire a seasoned professional: Shop around and hire a solid, trusted, and professional Web development firm. They should not only do exactly what you ask of them, but provide advice and actively help to better your online business and marketing strategies.

Evolve / never stand still: Keep abreast of recent technological developments and opportunities to help grow your particular online business. At least once a year, discuss with your Web firm how to evolve your site, including the use of multimedia or social networking avenues to help broaden your online marketing reach.

Now that the essentials of the site are built, it's time to leverage that asset into more sales and greater efficiency. Through your Web site, your business can compete and sell to the global market. Products and services can be advertised, sold, and provided to customers anywhere in the world.

Also, recognize the extraordinary power of the Web and its ability to connect with your customers in real-time. No longer is online business communication simply about broadcasting your message to your customers. It's also about listening to their feedback and learning from it.