Avoiding the World Wide Cobweb - The Internet is No Field of Dreams
By Maria Weiskott
“If you build it, they will come.”
Maybe in Hollywood they will. Especially if they are going to meet up with the likes of James Earl Jones, Kevin Costner or Shoeless Joe Jackson! But if the “build it” reference is to a Web site rather than a fantasy baseball field, well... that's another story. While the “if-you-build-it” concept might have been credible - even reasonable - earlier in the decade, it certainly is not the case now in the latter part.
So many Web sites, so little time.
The reason: so many Web sites, so little time. Leading Internet search engines like Altavista and Excite, for example, claim to have over 50 million Web pages indexed in their databases. And that's not counting the articles they have databased or the Usenets to which they have links. If a company expects its Web site to be well trafficked, it must create a well-conceived and well-constructed site. And, of course, the site must have a purpose.
Building a Web site today is a serious matter needing the same attention and planning as does the development of other corporate strategies. Evolution of a Web site is no spare time project.
It is almost unimaginable that any company would prepare its annual budget or develop business, marketing and advertising plans on a part time basis. Or, for that matter, try to accomplish these tasks without some Vice President in charge. Nevertheless, the best of companies will attempt to develop their Web sites without benefit of time, budget, deadlines, staff and project manager.
Evolution of a Web site is no spare time project. A strategic tool like a corporate Web site - whether it is to be used as a business solution, as a virtual office or to drum up new business - demands a qualified project manager in charge of development and a real operating budget. And like other corporate programs - such as advertising and public relations - a company's Web site endeavor may call for added professional expertise and support if it is not available within the corporate ranks; especially in the design and technical areas.
If a company, for example, is not going to maintain its Web site in house, a reliable “server” must be found. This search for a technical partner needs to be as extensive and serious as any other corporate search. The server housing a firm's Web site needs to be as reliable as the firm itself. Web site downtime or a Web site that operates inefficiently is frustrating to customers; so frustrating, in fact, they may choose to remove the address from their bookmark list. Think of a Web site as a work in progress.
All that aside...
Time, money, management, direction and support staff aside... it is important to set deadlines for both development and launch. All too often, Web site project teams fall in love with the process of development. In many cases, getting from the project stage to the product stage is - well, let's just call it “technology's bleeding edge!”
It is a good idea to think of a Web site as a work in progress. As the site is constructed, new ideas are bound to evolve; all of which can be incorporated over time. New ideas need not hold up launch of a site. Instead, they can serve to continually enhance the site. In fact, once long-range vision for the site is established, design is initiated according to corporate identity, and
the site has some functionality that has been tested - like e-mail or a searchable database - it may be ready for launch. Let's face it, Microsoft did not get to be one of the most successful
companies in the world by waiting to launch its products until they were bug free. And neither did Amazon.com get to become one of the most successful Web sites on the World Wide Web by waiting for secure Internet transactions to be guaranteed.
Now Will They Come?
Once a company's Web site is launched, it is absolutely necessary for the site to be updated regularly and for the company to be responsive to all of the site's functionality - such as e-mail queries and requests. Of course, response must be prompt. And, of course, this interaction requires a real person doing the work. A “Webmaster” is essential once a site is up and running, if not before; or it won't be running for long. It won't running for long either if no one knows about it. Web sites, like any other corporate product, need to be marketed, marketed, marketed.
If a company has a periodical publication, news about the Web site needs to be put in every issue. If a company advertises in the media, its Web address needs to be in all the ads right along with the telephone and fax numbers. If a company publishes press releases, the site address needs to be part of the boilerplate information. If a company exhibits at trade shows, having a computer on hand to demonstrate the corporate Web site is also helpful in the marketing effort. Linking the site to Web sites of corporate trading partners is another marketing possibility. And, naturally, the corporate Web address needs to be on everyone's business cards.
If you invite them; yes, they will come.
And if you give them a reason to come; they will do so again and again.
Maria Reines Weiskott has 10 years experience directing the development of online products and works as a consultant in the medium. Formerly Editor/Director of Online Services for a trade publication, she now holds an executive position with an agency serving international trade companies. |
