Getting it right, right from the start
Any offline to online transition consultant knows that the future sustainable relationship with a client depends on understanding the needs and expectations of the business actually in the process of transitioning from the offline world to the Internet. It is extremely important to ensure that the right virtual presence is created. Without a proper base from which to grow, no matter how flashy the site, the traffic will just not be able to sustain itself profitably.
The first and most basic task is to identify the actual needs of the business. If the focus is on the local community, and the business’s perceived role within it, there is no need to try to drive traffic from the ends of the world. Similarly, any business that sells physical products strictly on reduced price structure has no real need to develop the persona of an expert in a given field.
But there are many times where the business is actually looking to expand and redefine itself in the process. The Internet offers a wonderful opportunity to develop a “persona” that is completely different from the brick and mortar store setting. In this case, the vehicle used to promote the expertise is much different from one that is displaying pure price point.
There are lots of ways to promote on the Internet, but the Home page is the most important. The choice between blog and more standard website is critical. Although a combination of both is often used, it is the focus of the development on one or the other that can spell the difference between success and failure. As a general rule of thumb, if the information to be delivered is of a mainly static sort, maybe the business only desires an electronic business card. Then the choice of the more standard website, with its ability to influence the way the pages are viewed in a somewhat structured way with the proper selection of menus and buttons, is usually the best way to offer exposure.
When the client has the requirement to build an aura of expertise, or a personality of sort is required, then this is most efficiently provided through the use of the blog format. The blog is much less static and offers the ability to create a “web star” and hordes of followers. This is something the more traditional website would have a difficult time providing.
You can have the best graphics and copy writing skills, but if the original platform for delivering the message is not appropriate, leading to a confused message and experience, serious problems will surface. Even the best designed site will have problems delivering the original expectations of the contract if the experience is wrong. Getting it right, right from the start is often the difference between success and failure in any project.
