Planning, Developing, and Promoting Successful Small Business Websites

Table of Contents

One of the first steps in planning for a website is deciding on content. Planning the content of a site is a much more comprehensive project than it first appears. To properly plan content for a website it is necessary to first make assumptions on what will be of most value to visitors. No one knows a business better than someone who is a part of it, which is why outsourcing can sometimes be a dangerous option. A “point person” is a good idea for a company that truly wants their website information to reflect the nature of their business. There are many tools to aid in the content planning phase of website creation. A good website developer will be able to utilize these tools along with the information from the content manager to decide on which information will be most important for a website.

The content of a site must be determined by the type of site and site objectives. For instance, a site that is selling car stereo equipment would most likely have reviews, specification information, and descriptions on the products they carry. Secondary content could be reviews and comparisons of equipment from other manufacturers, articles on car audio emerging technology, or news about car audio competition events. The secondary content serves as an “appetizer” to visitors only looking for information that keep the target customer close for when they do decide to make a purchase. When they decide to make a purchase, they will seek out the primary information and the website will have built up a level of credibility with the customer by being an expert in the field.

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

Small Business Website Content Planning - Page 8

Website Content Planning

Planning, Developing, and Promoting Successful Small Business Websites

Table of Contents