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Building a business website is much like any other construction project: The better the foundation, the better the results — and the savings in time and money.
While laying the groundwork for an online debut, the business owner should consider how a website furthers the overall marketing strategy and how much of a website presence is needed to accomplish the company’s goals. A simple, highly navigable website with key information is essential when starting out. If the foundation is laid correctly, the website can expand as the company grows.
Many businesses overextend themselves by trying to be full-service sites. Delivering multiple web-based services — a blog, a chat helpline or an online store — requires a substantial commitment of human and financial resources. If that commitment isn’t there, customers will know, and their frustration can create the perception — founded or not — that the business’ services are as unreliable as its website.
That’s why it’s important to create a web strategy that flows from the business and marketing plans of the company. Potential clients don’t just visit a company’s website to get hours and offerings. They check to see if the business has its act together.
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