So your business is up and running and now you want a website! You’re ready to put your storefront online in the hopes of attracting the target market your product appeals to. However, without a strong foundation and the knowledge of what type of business you have, you will not be able to attract your target market. Instead you may attract no-one, or perhaps a few curious visitors. But these casual visitors may not convert into sales, which is what every business needs to earn that ROI (return on investment) and grow.
In order to attract your target market, you need to understand what type of business you have. Are you set up as a home-based business, a bricks & mortar business, purely online or a cocktail of these different business types? Each business type will have a different goal and this business goal will determine the website content you use to interact with your target market.
Let’s look at the four most common business types. When you understand and acknowledge what “type” of business you have you will be able to formulate your business goals, which will in turn determine the key components of your website and its success.
Home Business – the home business owner will want to “Generate Leads.” This is his/her primary motivation in having a website. So how do they generate leads? They ensure the website communicates “personal branding” and “provides information”. This will you and your services/products stand out above and before the crowd so they learn to know, like and trust you, essential psychology prior to a sale.
Bricks & Mortar – the salon hair designer, restaurant entrepreneur, home décor shop owner, florist will want to “Generate Leads”, highly targeted leads who turn into customers! So how do they ensure people step over the threshold, to have their hair done, wine and dine, buy a coveted piece of furniture for their apartment or a bunch of roses for their sweetheart? This website owner must display: “location information” so people know where to find them, “In-store promotions” to help customers take that first step inside, “community involvement” to show you care about them and your community and “service/products” so they can decide if it’s of interest to them or not. These website elements invite interaction and grow the ‘Know, Like, Trust’ factor inside a prospective clients psyche!
Purely Online – These business owners want to generate “Sales.” The online market is huge, but so is the competition. So how do you make your online shop stand out from your competitors? To do this the website must offer: reliable “e-Commerce” so the buyer can complete the sale immediately before they leave and something else catches their emotional eye, “national/global reach” to sell their products to as many people as possible worldwide, “secure transactions” so prospective buyers feel safe, “brand recognition” so customers trust what their buying, and “easy to use” systems so the sale process is simple and seamless.
Hybrid Cocktail – Here products are sold both in-store and online through the website so the business owner is looking for new “Customers.” This website will highlight which “services/products are offered in store and online”, “promotional tools for in store offers” to entice buyers, their “extend brand” so customers familiar with the in store brand will recognize it online, a “larger reach” to get new customers far and beyond the reach of their brick and mortar business locations, and “increase sales” to maximise their ROI with online sales around the clock worldwide.
Now you see why an understanding of your business type is so important. If you want a new business website, determine what type of business you want to get online. If you need help with determining your options, consider hiring a Virtual Assistant (VA). We save you the time, frustration and learning curve it takes to build your website – even with the simplest of designs.
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