How to Choose the Right Web Site for Your Business

When it comes to Web sites, there is no one-size-fits-all solution. The type of site you choose should be based on the needs and budget of your business.
June 9, 2008

By Derek Griffin

The who, what and when of building a Web site are all interrelated issues that must be considered as you plan for the launch of your site. The complexity of the site you choose will determine who builds it and your timeline from commitment to launch. Your business model, which includes company size, investment funds, customer needs and future plans, also needs to figure into this critical upfront decision-making.

Timing Factors and First Steps
When should you launch your Web site? The quick answer is yesterday. The longer answer is that you can launch a site and then, as the timing is right, grow and evolve your Web presence based on your company's size, available marketing budget and customer-specific needs.

Based on the size and needs of a business, there are different levels and types of Web sites that work. The list below is simply a guideline based on my experience working with a variety of clients on Web site development, but it should give you an idea of the right timing to take additional steps with your site. Keep in mind that each business and strategy is unique, so these are not rigid categories.



The first step to launching a Web site is securing a domain name or URL. Regardless of your anticipated timeline, start looking for your desired domain name now. The cost is insignificant, and you can purchase a few domains if you cannot decide.

When searching for a domain name, try to find a way to use your business name. This can be a huge challenge if your name is generic. One way to combat this problem is to combine your business name with key terms that may help you in search engine results.

Some domain purchasing resources include:
godaddy.com
directnic.com
register.com
networksolutions.com

Selecting a Web Site Developer
Who will build your Web site? It all depends on what type of site you plan to build as the title of "Web developer" stands for a wide range of abilities and technical knowledge. This broad range includes large technology firms down to freelance artists who enjoy building Web sites more as a hobby or side job at night.

A rundown of the different "levels" of Web sites will allow you to see what type of person or Web development resource might build your site.

Basic Template Web Site                        
If you are fairly competent using a computer, you can create a basic template Web site yourself. There are many services available online where you can select from hundreds of preset templates, upload your logo, input the description of your business and services, and you're done. Templated sites may not maximize your brand, but they work well under a tight budget. A few sites that offer online site-building tools include:
godaddy.com
networksolutions.com
buildyoursite.com

Custom-Designed Brochure Site                    
Custom-designed brochure sites are typically outsourced to either small Web design firms or freelance artists. The advantages of using a firm include better availability during business hours, generally more experience working on business projects and a company standing behind the work instead of an individual. Also, because the project does not require extensive technical expertise, there should be plenty of local firms to choose from. Note that going with a firm does have a higher cost than an individual. To find design firms, simply search online for "Web site design" along with the name of your city.

A freelance artist is someone who likely does graphic design and Web site building as a way as supplemental income. Even larger technical firms have employees who spend their spare time on weekends doing small Web site projects. There is a definite cost benefit up front in using a freelance artist, but you run the risk of not getting assistance months down the road when information changes and you realize you need help updating the site.

One option for finding freelance artists is craigslist.com. To post your project description, click on your city, and then under "Jobs" select “Web/Info Design.” Read through a few postings to get an idea of how to describe your project, and then click the "post" option in the upper right corner. Freelance artists interested in working on your project will email you at an anonymous mailbox.

Brochure sites also offer levels of information display and value, in addition to your company information. Via a distributor network, many apparel suppliers allow you to link directly to their online catalogs so that your site visitors can view the types of products that you offer. Ask your suppliers if they offer this option. Some even allow you to drop your logo onto the top of the page and have a contact or quote request form that routes submissions to you via e-mail. Although this isn't a full e-commerce solution, it does help start the sales process and costs only a minor amount of time to set up.

With a flexible design layout of a brochure Web site, you can potentially "upgrade" the site to a fully functional e-commerce site, which we'll discuss in the next article.

Derek Griffin is president and co-founder of SpearTek, an Atlanta-based firm that helps companies make their Web sites easier to manage and more profitable to operate. He speaks at the Imprinted Sportswear Shows on the topic of company stores. You can reach him at dgriffin@speartek.com.


For Further Reading:

Put Your Business on the Web NOW!
7 Keys to Web Site Success

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Is an E-commerce Web Site Right for Your Business? Part 4
An e-commerce site may be just what your decorated apparel business needs and your customers want, but as in any business decision, it pays to look before you leap.
E-commerce sites typically fall into two groups: the custom-designed site that serves your own business and the company store that serves a business you represent. In this article, the fourth in our five-part series, we discuss the differences between these two approaches.
June 19, 2008

How to Choose the Right Web Site for Your Business
When it comes to Web sites, there is no one-size-fits-all solution. The type of site you choose should be based on the needs and budget of your business.
The who, what and when of building a Web site are all interrelated issues that must be considered as you plan for the launch of your site. The complexity of the site you choose will determine who builds it and your timeline from commitment to launch. Your business model, which includes company size, investment funds, customer needs and future plans, also needs to figure into this critical upfront decision-making.
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Creating a Web site involves a number of key strategic considerations that can't be ignored if you want your site to be effective.
Once you come to terms with why it's so important to have a Web site and what you want it to accomplish, you can focus on how you will achieve success with your Web site project.
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