Business Tips

Using Web sites

It's true there are a lot of potential customers out there in cyberspace. According to a new study by the Pew Research Center for People & the Press, 41 percent of all American adults use the internet. That's a lot of eyeballs. But there are also millions of sites vying for attention.

If you want to be successful with your web site, you need to be clear on what you are trying to achieve, and make sure its realistic. I've classified Web sites into four main types:

Types of Web sites

1. Transactional - This is the kind of site most retailer hope for, actually selling on the net. Perhaps the best known example is bookseller Amazon.com, One of my favorites is www.mediaflex.com, where you can buy custom prints and posters of everything from sports stars to cartoon art. The problem with trying to get customers to buy on your site is that running an on-line store is just like running a "land-based" store. It's usually a full-time job, and you have to spend time and money getting people to your location. You have to also learn how to "display" and sell your merchandise on a site, just like in a real store.
   
   
2. Promotional - Perhaps you're dreaming your Web site can attract new customers from throughout the world. This happens in certain industries, such as travel, where customers are willing to spend a long time sifting through sites to do research. I found and booked a London Hotel on the Net, but it took a whole evening. It's also good for "niche" businesses that offer a relatively limited item or service. Recently, I looked for handmade Windsor chairs.
   
   
3. Informational - I think one of the best uses of a Web site is to give detailed information about your company to potential customers and employees, who hear about you "offline." When I looked for a graphic designer, I asked friends for recommendations, and then checked Web sites such as www.longdesign.com.
   
   
4. Relational - A Web site can be a good way to build closer relationships with current customers. can post specials, provide detailed information on topics relating to your services, and put up a FAQ list (Frequently Asked Questions).