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Hyperspace
Anonymity: Are we learning from the mistakes of the past?
“We
need a new website, the design does not engage visitors, the
navigation’s all wrong, that’s why we get only
a few orders from the web”. Perhaps those that hold
this view are not totally wrong, however, it has to be said
that there are many small medium enterprises (SME’s)
out there still spending unnecessary amounts on redesigning
their company websites and learning nothing from their past
ventures into online trading, and more importantly, the experience
of others. Indeed there will be many companies that would
have added more to their bottom line had they simply opted
out of the online world.
There
will be those that disagree, but there is increasing evidence
that even poorly designed websites (visually) can still pull
in plenty of visitors if search engines list the website well.
The ideal situation naturally comes from a mix of visually
pleasing design, intuitive navigation, but more importantly
high search engine listings.
The
larger organisations out there have started investing heavily
in search engine optimisation (SEO) and pay per clicks (PPC)
along with increasing other e-marketing methods. It’s
been along time coming but it is not uncommon now to see one-time
web designers mixing it in the marketing department of the
large corporate. At long last the medium has broken out of
its rather geeky – techy image.
But
for the smaller organisations there is some way to go before
today’s buzzwords - SEO, PPC, Affiliates and E-shots
become common terms discussed in the boardroom. For those
quick to shape up, the rewards can be dramatic. It’s
relative to the level of competition companies’ experience,
but small amounts of SEO and e-marketing can be very cost
effective. Unlike the big guys in the most competitive arenas
such as car insurance, the clued up SME could be looking at
a small investment in a freelancer or and outsourced specialist.
So long as those engaged in providing e-marketing, work efficiently
and have some pedigree, the results will almost certainly
eclipse the investment. It has to be said however, there are
few who have many years knowledge as the scene is still very
young and constantly maturing. So when contemplating a website
re-design, its essential to consider the over all skills of
the designer / developer to build a search engine friendly
site, but also to allocate a budget for ongoing promotional
work. Today, failure to go the extra mile, risks hyperspace
anonymity.
This
article is free to republish provided the resource information
below remains intact.
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