The Pitfalls of Going Online

As local businesses rush to put themselves on the web, we feel it’s important to take a moment to publish some of the lessons we’ve learned throughout the last few years. While we’re glad to see that so many local businesses are realizing the potential the web has to offer, we’re worried that they aren’t surveying the landscape adequately before they set-out on their online journey. It is very important that businesses who are on the verge of going online do so with caution, planning, and strategy.

When you surf web sites for El Paso businesses, only a few stand out. Many others are the product of the "let’s see what temperature the water is before we jump in" thought process. Unfortunately, just learning to swim, you’ll never win any races if you’re constantly testing the water. To compete and be successful at your online venture, you need to seek the advice of a qualified coach (web designer/consultant), discuss strategy, outline a plan of attack, and then jump in full force. This is the only way to make waves.

The most common pitfalls that companies run into are: Inadequate Strategy, Misunderstanding the Possibilities, Improper Expectations, and Poor Implementation. Let’s look at each one.

Pitfall 1: Inadequate Strategy

Most often, this comes in the form of no strategy at all or a small strategy that stems from the idea "we should go online" and nothing more. Many companies fall into this pit when they are sold on a "basic web presence." This type of deal offers nothing more than an online version of the company’s business card or brochure. The only goals accomplished by this type of strategy are making a company’s name, address, phone number, and logo visible online.

Other companies take a bit more risky approach. They go through the process of hiring a web designer – or finding a friend or employee who can write HTML, purchasing web space – maybe even a domain name. In the end, they find themselves with a web site that may be more effective than the "basic web presence," but still a distant shot from being as effective as it should be.

Pitfall 2: Misunderstanding the Possibilities

The web offers a wealth of possibilities to a business. It can act as an additional store-front that is open 24 hours per day, 7 days per week. It can provide an unmatched level of customer service, it can help customers learn about the products and services a company has to offer. All of this depends on the skill and vision of the web design and implementation team.

Unfortunately, many web designers are not able to offer the back-end technology that is required to provide the services listed above. Additionally, companies have a difficult time justifying the expenses associated with developing web applications. When a company is ready to go online, they need to present the web design and implementation team with a list of requirements. If the first few teams can’t get the job done, the company shouldn’t stop until they find someone who can take the task. It is a good sign when a company actually finds someone who can refine and add to the existing requirements.

Online commerce is something that makes a lot of companies see dollar signs. The fact is the web provides a much better mechanism for public relations and customer service than it does for e-commerce. Understand that e-commerce is fast becoming the preferred way to do business, but it should not be the primary reason for going online. Companies need to make sure they evaluate all the ancillary benefits to having an effective web site. Quite often, these benefits can’t be measured in dollars, but they can be measured in satisfied customers.

Pitfall 3: Improper Expectations

Hand in hand with misunderstanding the possibilities is improper expectations. in my early days of web design, I can’t count the number of people who hired me to design the site that was going to make them millions of dollars. They ranged from sites to sell southwestern home accents to various online entertainment guides. None of these plans made millions – in fact, none got much past early implementation. After the first few months of being online, and the money wasn’t rolling in, everyone involved decided it was time to pull the plug.

It is important to realize that while there are millions of people using the web each day, there are millions of places for them to go, and not everyone is looking to buy a mexican rug. Unless a company has an incredibly unique product that it can’t be found anywhere else, making millions selling it online is only a dream.

Pitfall 4: Poor Implementation

This category covers everything from the design and layout of the web site to the advertising and promotion of it. Let’s start with design and layout. Much like advertising, the user’s perception of a company will be significantly influenced by the quality of the design. Many companies mistakenly hire designers with little or no experience in graphics or layout. They often end up with web sites that contain lots of cute animated graphics, grainy graphics, and many other design flaws. There are a lot of people doing web design – many more than the level of demand can support. Many of these designers offer a very low price for their services. In return, their clients get low quality design or design that looks like everything else the designer has done. There are a few designers doing some excellent work – for a higher price. In the end, making a bad impression can cost you everything so it makes sense to pay a bit more for good design.

The second part of poor implementation is the lack of advertising and promotion. Not to many months ago, it was very uncommon to see a web address on television or in an ad in a magazine. Shortly after that, web addresses were usually seen near telephone numbers – as an alternate way to contact the company. Increasingly, web addresses are being positioned with the company’s logo. A company can create the best web site, but it won’t get any visits unless they promote it properly. Traditional media needs to be used to promote the offerings of a web site. Instead of asking your customers to complete and mail a form, send them to your web site. Use every opportunity to take advantage of the benefits of being online.

Solutions

First, it is vitally important that a company consults with an experienced web strategist. A web strategist is a person who can look at the way your company works, examine how it interfaces with customers, and determine how the web can enhance these systems. While this evaluation is taking place, both the company and the web strategist should develop a prioritized list of goals. The final strategy should be a combination of the goal lists and the potential enhancements the web can provide as determined by the web strategist.

The second step is to develop an implementation plan. The top few goals should be translated into actual web concepts and applications. The implementation plan should outline concrete dates that each set of goals should be addressed and implemented. This method is a good alternative to developing a "web brochure" as mentioned above. Rather, the first few concrete web applications should be implemented. These systems should give the user a useful interface to the company. It could be something as simple as an interactive customer support system or an e-mail based newsletter. The implementation plan should call for a periodic re-evaluation of goals and strategies. Adjustments should be made as necessary.

Finally, it is important to promote and advertise the features of your web site. Your web site should be advertised as – and deliver – an alternative interface to your company. Enhancements should be announced through every available method. Web-only promotions should be created to drive and monitor usage.

The amount of online users is growing daily. If your company is interested in participating in the interface of the future, don’t spend too much time testing the water and make sure you consult a coach before you jump in the pool.

Ask Potential Web Masters...

• Can they create a system that will allow you to update every portion of your web site via a web-based maintenance function?
• Can they offer any automated updating functions that will make changes to your site at pre-determined times?
• Can they offer you the ability to schedule information to appear on your site for a pre-determined length of time?
• Can they create a system that will do much more than put your company's brochure on the web?
• Can they create a web-based interface between your company and the rest of the world - including customers and suppliers?
• Will your web site be supported by a database back-end?

Visual Productions Can!

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El Paso, Texas 79901
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info@stantonstreetdesign.com