Your Website Is Your Powerful Marketing Tool

Your Website Is Your Powerful Marketing Tool

Nowadays, most buyers and potential partners will definitely review your website before they do business with you. Your website is one of the most powerful sales and marketing tools you have. It represents your brand, gives an example of the quality of work you do, and transforms visitors into your customers. Do not underestimate the enormous power of your website and consider it as a substantial investment, which not necessarily have to be expensive.

WWW has gone too far from its starting point 20 years ago in 1990, when a physicist from the European Organization for Nuclear Research (CERN), Tim Berners-Lee, followed his dream of a better, easier way to communicate via computers on a global scale, created the World Wide Web. On April 30, 1993, CERN announced that the World Wide Web would be free to use for anyone. (from //

There are two main types of websites – static and dynamic. Static marketing websites normally present to the visitors pre-defined – static – information about a company and its products or services using text, photos, flash animation, audio/video, interactive menus and navigation. It is a classic website, a five-page website, similar to handing out a printed brochure to your potential customers. The static website generally displays consistent, standard information for an extended period of time that visitors are not able to control and they have to settle for whatever content the website owner has decided to offer. The website owner periodically can manually update the content, but this process may require basic website design skills and software.

A dynamic website changes content automatically that can be dynamic in one of two ways: 1) the web page code is constructed dynamically, and 2) the web page content varies based on certain criteria (the criteria may be pre-defined rules, be based on variable user input etc.). It is much simpler to maintain a several template pages and a database than it is to build and update hundreds of individual web pages and links, and this is the main purpose of a dynamic website. It interacts with visitors in a variety of ways.

There are a number of methods for creating a website business which fall into two broad categories: 1). Content based sites which generate revenue by selling advertising space on the site; and 2). Product or service based sites that derive cash flow by offering products or services for sale which may be purchased at the website itself, by entering credit card information. While most websites serve as a shop window for existing “brick & mortar” businesses, the number of websites that are businesses in their own right (where the products they offer are only available for purchase on the web) constantly increases. Occasionally, websites derive income from a combination of these two practices.

First of all, you have to determine what you really need and turn your website into an income source. Your marketing budget is your money to invest and, obviously, you want to get the best return for your each buck. Consider carefully where to spend your money and do it only if you are completely convinced it will work for you: probably with a website, you do not need brochures; maybe a part-time salesperson is better than a full-time employee.

Your website has to effectively communicate with your market and support your brand. It must look professional and appealing to your potential clients. Research has shown that the amount of people that will find your business online is on the rise as the Internet is growing. Consider implementation of the latest technology into your website including forums, content management system, e-commerce, blogs and animated objects like flash and java.

And do not forget about your domain name. Check the key words that people use to find a business of your kind in the Internet. Do not expect that the name of your website will be of two-three letters, but it has to be reasonably short. By the way, don’t you know that only a few corporations worldwide own a two letter domain name like, for example, Procter & Gamble – “”?

And if you are not sure, give a try to a professional and look for a one stop solution that will maximize your savings.

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Author: AllOntario Team is an information resource for Ontario residents and a marketplace for Ontario businesses. It’s all about living and doing business in Ontario. All in one site.


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