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The Purpose Determining the exact
purpose for your web site is the most important step in the
process of establishing your presence on the World Wide Web.
Everything else stems from the purpose. The purpose should be
concise and should include both your immediate goals and your
long-range plans as well. To help generate ideas about what is
possible, let's take a brief look at six major areas in which a
business might be enhanced by using a web site.
Marketing
The most common
reason for publishing information on the World Wide Web today
is to sell products or services to the huge market which is
developing. Survey estimates suggest there are about 40
million people who already have Internet access. These users
are a mixed group, but demographic studies show the average
person browsing the web is middle-aged (the baby-boomer
generation), works in a professional, technical, or management
level job, has an above average education and an above average
income. Full-time college students are the next largest group.
But it's the rate at which this market is growing that gets
people really excited. And remember, the Web reaches a global
audience in well over 100 countries.
Communication
The World Wide Web
is fast, global, reliable, and always at work. For businesses
and organizations where information changes quickly, web sites
can be updated weekly, daily , or even hourly--whatever suits
your needs. Realtors and travel agents have been quick to
understand the advantages of instant distribution of
information to customers. For highly specialized products or
services, the web can help you broaden your customer base
geographically for a relatively low cost. Having a web site is
like having a sales representative available 24-hours a
day--even on holidays!
Education
Both businesses
and private or non-profit organizations can take advantage of
the educational possibilities of the World Wide Web. Education
and the transfer of information is one of the key roles for
which the Web was designed. A web site for a health
organization, for instance, can help people become aware of
risk factors, alternative therapies, latest research, support
groups, upcoming legislation, etc. Commercial pages usually
contain some educational component, such as how to evaluate
product quality, or information about the people behind the
company. In case you hadn't noticed, the page you are reading
right now is primarily aimed at educating.
Customer Service
How about on-line
operating manuals for customers who don't like to keep paper
files of such things? A special Troubleshooting Page for
people to use at any hour of the day or night when you might
not be there to answer the phone? You might include a page of
Frequently Asked Questions to help people get started using a
product for the first time. Best of all, nearly every Web page
should contain an e-mail address where people can write to you
directly, electronically and instantly. The possibilities for
improving customer service are endless.
Research
Does your business
do a lot of market research? Does your organization take polls
or surveys? Would you like feedback from customers about a new
product idea? The potential for doing research via the web is
just beginning to be tapped.
Profits
Besides the
profit-enhancing functions considered above, there are many
cost-effective side effects of Web use that aren't as
apparent. Consider how much money it costs to produce and
distribute printed catalogs. When customers can access your
product information online, the need for printed catalogs is
reduced or even eliminated. The same is true for flyers, bulk
mailings, advertising, and phone costs. UltraWarp
can help you analyze how a web site might affect your bottom
line.
When you begin to
create a web site with UltraWarp, we will work
with you to clarify its purpose. Time spent on this step of the
web design process can save you a considerable amount of money in
the long run, and can mean the difference between site success or
failure.
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