Planning, Developing, and Promoting Successful Small Business Websites

Table of Contents

The main objective of a lead-generation site is to create interest in products or services that are high-dollar items such as cars or services that cannot be sold online. Some of the measurements used to gauge the success of a lead-generation site could include: number of contact e-mails and phone calls, number of e-mail newsletter sign-ups, average time spent at the site, and conversion ratios from lead to sale.

A self-service site’s main objective is to increase customer satisfaction while decreasing costs. A site of this nature could be as complex as a computer help center knowledge base, or as simple as posting an address and directions to a company’s location so that customers don’t need to call and ask salespeople. Success measurements for this type of site are difficult to establish on a generalized basis since customer satisfaction can be an ambiguous objective. Reducing the amount of “phone traffic” is one of the more important goals to keep costs down, but measuring such a statistic can be quite difficult and possibly too expensive to cost justify with current technology.

Appendices
(All in a single document) Appendix 1-1: Overture Search Term
Research Tool

Appendix 1-2: Wordtracker Search Query Research Tool

Appendix 1-3: Google Sets Website Theme Research Tool

Appendix 1-4: Reach/ Acquire/ Convert/ Retain

Chart Appendix 2-5: Zehnder’s of Frankenmuth Information Architecture Flowchart

Appendix 2-6: Search Engine Themes Pyramid Information Architecture Example

Appendix 2-7: Webpage Download Time by File Size Chart

Appendix 2-8: Expected Locations for Common E-commerce Elements

Appendix 2-9: Website Usability Checklist

Appendix 2-10: Text Vs.Code Ratio/ Content Near the Top of Souce Code Examples

Appendix 3-11: Overture Bid Price Tool

Appendix 3-12: Webalizer Website Visitor Tracking Tool

Appendix 3-13: AW STATS Website Visitor Tracking Tool Appendix

3-14: Clicktracks Website Statistics
Analysis Tool

References
Author Notes

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Planning, Developing, and Promoting Successful Small Business Websites Table of Contents

Planning, Developing, and Promoting a Successful Small Business Website

Types of Websites - Page 3

Planning, Developing, and Promoting Successful Small Business Websites

Table of Contents