A website without objectives is like going on a trip without a
destination. How will you know when you've arrived? In the words of the
Cheshire Cat: “If you don't know where you are going, any road will
get you there.”
So let's establish your site objectives. Site objectives are the "why" of website creation.
The next component of site objectives is revenue generation. Consider four ways to create revenue.
How Will This Site Create Revenue?
Direct Revenue: Obviously the most common way is to sell something. There are many variations of this, including hard goods (that physically ship to the consumer), electronic goods (that are downloaded or emailed) or services that don't ship, but are performed. The essence is the same for all these: direct online sales. You are responsible for processing orders and payments, along with customer service questions and concerns.
Indirect Revenue: Some sites focus on directing prospects to a physical location, but don't actually process transactions directly online. This is of decreasing popularity as a primary use of a website, but is still important component for every business with both a physical and online presence. This type of revenue can be difficult to track, unless a specific tracking component is included in your marketing campaign.
Affiliate Marketing: Significant revenue can be created by promoting other peoples product and services.
Cost Savings: Some sites can create significant savings to a company's bottom line by making use of online technical support, downloadable user manuals and comprehensive FAQ section. This offers quick service to your clients and can save significant costs to your back-end support. This is an important component on every site.
Most successful online businesses combine a mix of some, or all, of these revenue sources.
By Bryan Haines
http://onlinebusiness.about.com
So let's establish your site objectives. Site objectives are the "why" of website creation.
- Why will this site exist? What niche is being filled? If you aren't filling a niche, your site will have to be very powerful (and likely much less expensive) to compete with the existing players. Niche marketing is the best way to enter a crowded market.
- Why will people visit? And return? Just offering something people want is not compelling. Just stop and think about it – most sites offer products that people want. Why should they visit (and buy from) your website?
- How will you measure the success of this website? Incremental goals are best. Using weekly, monthly and quarterly sales targets allow you to gauge growth and see what's working – both in terms of layout and marketing.
The next component of site objectives is revenue generation. Consider four ways to create revenue.
How Will This Site Create Revenue?
Direct Revenue: Obviously the most common way is to sell something. There are many variations of this, including hard goods (that physically ship to the consumer), electronic goods (that are downloaded or emailed) or services that don't ship, but are performed. The essence is the same for all these: direct online sales. You are responsible for processing orders and payments, along with customer service questions and concerns.
Indirect Revenue: Some sites focus on directing prospects to a physical location, but don't actually process transactions directly online. This is of decreasing popularity as a primary use of a website, but is still important component for every business with both a physical and online presence. This type of revenue can be difficult to track, unless a specific tracking component is included in your marketing campaign.
Affiliate Marketing: Significant revenue can be created by promoting other peoples product and services.
Cost Savings: Some sites can create significant savings to a company's bottom line by making use of online technical support, downloadable user manuals and comprehensive FAQ section. This offers quick service to your clients and can save significant costs to your back-end support. This is an important component on every site.
Most successful online businesses combine a mix of some, or all, of these revenue sources.
By Bryan Haines
http://onlinebusiness.about.com
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