Why do you want a website?

Have you asked yourself that question? The answer really isn’t always obvious. There are lots of reasons to have a website. Pick the wrong one, and you could be in for a long, frustrating ride. Pick the right one, and with a little forethought, you can really take advantage of this amazing tool.

One of the first steps is to examine your motives for publishing on the web. Are you simply trying to publicize your business? Perhaps you want to earn residual income through on-site advertising? Or perhaps you want to extend the reach of your bricks-and-mortar storefront.

There are a number of functions that websites can serve. They can be used to:

• Present an organization.
• Sell a product or service.
• Educate.
• Gather information.
• Collaborate with others, regardless of proximity.
• Entertain.
  

These functions will determine what type of site you need:

• Brochure websites. These are usually small sites, with a minimal number of pages. Generally these are graphic-heavy, carrying a strong visual identity throughout. Most pages are simple text, and there is usually a form for submitting inquiries.
• eCommerce websites. One of the most powerful uses for the internet, eCommerce sites allow you to sell to customers all over the world, with no limit to your shelf space.
• Educational websites. These are usually very text-heavy sites, with minimal graphics (keeping the emphasis on the content and improving load time). Depending on the amount of material, these sites can have numerous navigation levels, challenging designers to keep the interface uncluttered, yet remain intuitive to the user.
• Online applications. With the host of technologies available today, websites can take almost any process and make it more efficient. Applications can be built to collaborate, gather, manage and store data, and serve it up almost immediately upon request. While website applications require more of an investment, they can often add enormous value to your organization, speed up your return on investment, and improve efficiencies enough to more than pay for development.
• Entertainment websites. Often the most visually appealing, entertainment websites are heavy on the bells and whistles. These sites usually employ the latest technologies and design techniques, creating a user experience that keeps them coming back for more.
  

Match your vision for your website with the descriptions above. In later articles, I’ll talk about each of these types of websites, what they entail, and ways to maximize their potential.

Don't be a victim of "forward blindness"...

Recently, when explaining the capabilities of our Content Management System to a potential new association client, the Executive Director explained to me that much of the functionality wouldn't be needed, as their member base was mostly an older population. Does this raise any flags with you?

I politely pointed out that the lifeblood of any membership organization is recruiting new members--preferably younger members that would stick around for a long time, merrily paying their membership dues. These are exactly the users that would be expecting any organization that they joined to be taking full advantage of the latest technologies. Especially now, as the first generation that grew up with broadband is beginning to enter that coveted 18-35 demographic that keeps the nation's economy rolling along smoothly.

This is something that my Rotary club is finally starting to figure out. Many of the service organizations that your father belonged to (Elks, Kiwanis, Optimist Club, and even the legendary Masons) are suffering because they weren't making an effort to attract younger generations. Making an effort means embracing change. Remaining progressive. Looking forward, rather than back.

You don't have to be a membership organization to suffer from this form of "forward blindness". "Members" easily translates to "customers" or "clients" or "stakeholders" or whatever the language of your industry.

Your Website - If you build it, will they come?

I know, it's a silly headline, but I didn't come up with it. I attended a Brown Bag Luncheon yesterday at my local Chamber of Commerce (presented by the Alexandria Small Business Development Center), which used the title. These luncheons are hosted by the SBDC for small businesses to get together and talk about things that are pertinent to their business. It's a very helpful resource for a large number of small business owners.

I attended the event, curious to see what they would be talking about. In typical Roundtable format, they were simply having a discussion, with many of the participants talking about their own personal experiences with the web and using it for their business.

It struck me, and this is something I think all of us "professionals" often forget, how little most of the people in the world know about the ongoing cultural development that is today's web. Many of the questions that came up were regarding concepts that were developed and perfected years ago, yet are still pertinent to these small business owners.

That said, my next few blog posts will be dedicated to those small business owners who are just getting their feet wet. I hope these posts help you.

How are you Being Represented?

Returning from SXSW on Wednesday, my coworkers and I were standing outside Dulles Airport, waiting for the shuttle to take us to the parking lot. After traveling since 8am (it was now 6:30), Jim was really ready for a cigarette. Naturally, since he just got off the plane, he didn't have a lighter.

Apparently everyone plans ahead a bit these days, because none of the travelers heading in to the terminal were able to help. I nodded towards the line of taxicabs lined up behind us, and pointed out that they should all have car lighters in them. Jim asked a couple of them, but they all denied him.

The cab drivers were all sitting in cars clearly marked with "Washington Flyer". After seeing that, anyone visiting the area for the first time would be left with an impression of that company. If the drivers aren't even willing to reach up to their dashboard and provide someone a light, what does that mean for the level of service that they provide if you get in the back of the cab?

Is there someone like this working for your company? Your brand is not only represented by your website and your marketing materials; it's the way the phone is answered, the way your team interacts with the public when they're out picking up lunch, and especially your attitude when dealing with those who aren't likely to be customers.

Go out of your way to hire team members that will represent you as well outside the office as well as inside. And get rid of those that don't -- they'll end up costing you in the end.

SXSW Rocks!

Just got back from Austin, TX and the SXSW conference.

First off, Austin rocks. I might have to move there. Nan's not so sure. Maybe just another house there for winters. You've never met such nice people in your life. And the women are amazing!!! (Hi to Natalie Noelle and McNaked Sarah. Gotta love those industry parties. Sarah was bartending at the Yahoo party, and Natalie was at the Media Temple party. Incidentally, is there a hot bartender girl school somewhere? All of them were about the same - flirty, smiley, led you on just enough to keep you buying (which of course, we weren't), and completely non-committal. Thanks ladies, for a truly memorable time.

Lots of good things came from the conference. It got me thinking on a global scale again, and I'm really excited about the Belmonster again. The community concept was really well received, and coming from that crowd, that is a high compliment. I also had some great conversations on venture capital, new applications, and the future of web branding. Wow.

I skipped work today - came home and slept for another six hours. Now I'm ready for action.

More later.

- D