That seems like a simple question, but the answer may not be as easy you as think.

I sincerely believe that most businesses, organizations, ministries, and political campaigns will benefit from a web site, if it is properly planned and designed. Depending on the nature of the venture, the benefit may be huge, or it may be small. In some cases, a simple "web presence" will be all that is necessary and having a large, expensive site will not produce added benefit. For others, a well-designed site may exponentially increase business, clientelle, or outreach.

Building a site before you know what you want it to accomplish will lead to frustration and a lot of unnecessary time and expense. Let's consider some basic questions and sample answers:

• What is your goal or purpose in this venture (i.e. business, campaign, ministry, etc.)?
• What action do you plan to take to reach that goal?
• How do you see a web site helping you reach your goal or fulfilling your purpose?
• Who is your target group (in general)? And specifically, who is your target audience for a web site?
• How will your web site be marketed or promoted?
• Do you have a business or professional name?
• Do you have a motto, slogan, or tag line?
• Do you have a logo or other graphics or photos?
• What are "they" looking for?
• What issues keep interested persons from becoming customers/clients/members/supporters, and how can you address their concerns?
• Have you studied the "competition" and others in similar ventures?
• What if you don't have answers to all these questions?

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What is your goal or purpose in this venture (i.e. business, campaign, ministry, etc.)?

For some, the answers may seem obvious:

• "To make money."
• "To win the election."
• "To help people who are suffering from cancer."

For others, it may not be so obvious:

• "To get more members."
• "To reach the world with the message of Christ's salvation."
• "To make people more aware of the need for ________ (even if I don't win the election)."

Even better than the above examples, is to have specific and measurable aims in mind:

• "To have an income of $_____ per month to provide a comfortable living for my family."
• "To garner at least _____ votes - about 10% more than the winning candidate in the last election."
• "To bring __ new members into the church each month."*
• "To invite at least one person each day to hear the Gospel."

Although it's not necessary to share specific goals with me before designing a site, if you have some measurable goals in mind, I will be better able to determine what to recommend to help you reach your goal.

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What action do you plan to take to reach that goal?

Examples:

• "Show potential customers that my products are the best value on the market."
• "Reach more customers outside our geographical area."
• "Show voters that I'm well-informed on the issues and that my solutions will benefit our community."
• "Present the facts about the consequences of immoral lifestyles."
• "Show potential clients that we are knowledgeable and friendly."
• "Provide recovery information for patients so they know what to expect ahead of time and whether they need to call if they experience a particular side effect."

In most cases, several points will apply.

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How do you see a web site helping you reach your goal or fulfilling your purpose?

Examples:

• "I can show potential customers pictures of my products, descriptions of the materials used, and comparisons to similar products showing superior reliability and safety."
• "I can provide detailed explanations of my positions on all issues, as well as links to data showing how these solutions have worked in other places."
• "I can provide statements from other clients who have used my service and are happy with the results."
• "I can provide sample clips of my music."
• "I can list my qualifications and experience."
• "I can write articles to provide helpful information."

Ask: What are my/our strengths? What do I/we do better than others?

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Who is your target group (in general)? And specifically, who is your target audience for a web site?

It's so tempting to say that "everyone" is the target group. After all, we usually welcome anyone as a customer, client, or supporter. But it makes sense to identify the group of people we want to "target." If the target is too vague, we probably won't hit it. If it's clearly identifiable, our aim - and therefore our "hits" - will be grealy improved.

An example of this is a restaurant in a small town. If they are hoping that "everyone" will eat there, they have no direction about location, atmosphere, pricing, speed of service, or menu. Such a business may try to serve five course dinners as well as hamburgers and french fries; Mexican, American, Italian, and Chinese. There are so many things to try to keep up with, they can't do any of it really well; and the customers feel uncertain, too.

If they decide to focus on "the downtown lunch crowd," they will want to have a location that is easily accessible to downtown workers (possibly including delivery service), moderate prices, and fast service. Being able to provide fast service will probably mean limiting the menu to items that can be almost ready to serve when the customer walks in. An elegant dining atmosphere would probably scare potential customers away because they would equate the elegance with leisurely dining, and expense. So, just by identifying the target group, several decisions become obvious, the plan becomes more manageable, and is more likely to be successful.

Consider the target group for your venture, as well as the specific group you hope to reach with the web site.

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How will your web site be marketed or promoted?

Web sites may be compared to brochures, booklets, or catalogs. You may have the greatest design, the best graphics, super articles ... but if they are sitting on your desk, they won't accomplish much. Just as you need a plan to get those brochures or catalogs into the hands of potential customers/clients/voters, you must also have a plan to get your web site to them.

There are many options for marketing a site and you'll probably want to incorporate several, including some of the following:

• Including your site address on all advertising and correspondence.
• Planning for "keywords" to be incorporated into the design so search engines will lead visitors to it.
• Special campaigns advertising your site name
• Offering web site discounts
• Using banner or link exchanges with other sites
• Offering something free - people are always looking for something free! Be sure that it's something worth their while (so they don't feel that you misled or cheated them), and that it's yours to give away.
• Purchasing "pay per click" advertising
• Offering incentives for current supporters to tell others

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Do you have a business or professional name?

Some people may choose to operate under their own name; others will benefit from a business name.

If you are in the process of choosing a business or professional name, search for it with and without quotes (e.g. Trusting Him Web Design AND "Trusting Him Web Design") on the net. Find out if the name is already being used, and also what pops up when those words are searched for.

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Do you have a motto, slogan, or tag line?

Although not necessary, a short catch phrase may help people to remember your business, campaign, or ministry ... and if very well done, may help keep everyone focused on the goal.

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Do you have a logo, other graphics, photos, or a color scheme?

If you have artwork that you're happy with, we can develop the site design around it. If you're not happy with your current graphics (or don't have any), we can look at making some improvements - or designing a whole new look. Ideally, your site will be part of an overall "look." I offer layouts for business cards, brochures, letterheads, etc. that coordinate with the site design.

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What are "they" looking for?

Put yourself in your customer/client/constituent's shoes. Ask questions like:

• If I were searching for a _____________ in Denver, what would I want to know? What would convince me to choose a particular one?
• If I had a need for __________, what would I search for? Who would I talk to? What information would help me?
• If I wanted to buy a _________, what factors would be important and how would I decide where to buy?

One very popular page on many sites is the FAQs (Frequently Asked Questions). A properly-designed FAQs page could save you (or the person who answers your phone) a lot of time answering the same questions or explaining the same information over and over.

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What issues keep interested persons from becoming customers/clients/members/supporters, and how can you address their concerns?

Examples:

• "I'd love to send my children to Christian school, but it's too expensive!" Are your rates lower than other schools? Do you offer payment plans? Do you offer discounts to parents who volunteer? Do you offer scholarships?
• "I've considered cataract surgery, but what if it doesn't work?" Do you have a proven record of safety and effective results? If the immediate result isn't satisfactory, do you offer an alternative follow-up option?
• "I can buy it cheaper off of eBay." Are the products really the same? Do you offer other advantages such as next-day warranty service, or a no-hassle, satisifaction guaranteed return policy?
• "I'd come in for a free pregnancy test, but I'm afraid the word would get out." Do you offer total confidentiality? Is your location semi-private?

With time and space limitations and expense of traditional advertising, it's difficult to adequately cover the bases and overcome the concerns. But a web site is a perfect place to expand on your strengths.

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Have you studied the "competition" and others in similar ventures?

No, I do not recommend copying the competition. But it is very worthwhile to find out what it looks like. Study not only the local or direct competition, but also those who have similar businesses, ministries, or campaigns in other areas. Run searches for the words you would expect your visitors to use.

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What if you don't have answers to all these questions?

Don't be discouraged if you don't have firm answers to all the questions here. The main aim is to help you begin working towards having a site that is a valuable asset. Please contact me with your goals, plans, thoughts, ideas, and questions. And let's see if together we can develop a site that will accomplish what you want it to!