Have you heard yourself saying, "I don't understand? I have
a gorgeous site, a really cutting-edge splash page with a
flash introduction, up-to-date technology, I paid a small
fortune for this site, and I'm getting plenty of hits but
no one is buying or staying in the site."

Well, you may be one of a growing number of businesses,
both large and small, who believed all the hype about the
latest in new technology. Many business owners want their
website to have that cutting-edge look, and so will ask for
things such as animation, music, flash, and other "bells
and whistles" that would be detrimental to their site.
These extras are probably driving potential customers away
because they increase download time and are not search
engine optimized.

In the rush to join everyone else on the Internet,
businesses have ignored vital steps in the process of
getting their business on-line. They assumed that because
everyone else had gimmicks such as a splash/intro page,
this was the right way to go. The result: businesses chose
design companies who readily took their money and who
designed exactly what the client wanted without clearly
focusing on marketing goals. To be fair, oftentimes the
graphic design company has no idea that a site designed
with all the latest technology doesn't necessary translate
into a site that has the functionality that an on-line
business needs. This is because the graphic design firms
specialize in graphic design, not in marketing. Many
graphic design sites are full of splash pages, scrolling
text, animation, etc. They use these tools because it
allows the graphic designers to display their creativity
and their knowledge of these "bells and whistles."
Creativity is good but all the latest cutting-edge
technology translates into a lack of functionality to
effectively market any on-line business including their
on-line presence.

When having your site designed, remember that first and
foremost, you are building your site to increase prospects
and sales. Don't look for a graphic design firm that
believes all you need to do is get in the search engines
and place banners to be successful. Don't hire a designer
that is new to the Internet--meaning they have years of
print design experience but have just decided to expand
their horizons to the Internet. Don't hire a graphic
designer that doesn't have a professional copywriter or
marketing person on staff and don't hire a graphic designer
just because they are the cheapest. Remember, cheap can
cost you money--you get what you pay for. Hire a
marketing/design firm that understands the difference
between form and function and can apply it in a marketing
perspective. Remember, many of these latest bells and
whistles are very expensive and your site may not need them
to be effective.

Every single design element affects your web sites
functionality and marketability--from the decision about how
the navigation will work to choosing the right colors,
fonts, graphics, content, HTML code, and more. These will
not only influence potential customers but search engine
indexing as well.

If and when you're ready to begin your on-line presence,
start with a business plan and strategy. It is essential if
you really want your business to succeed. Don't be afraid
to research marketing trends and investigate a marketing/design
firm that will fit your needs.

If you are currently on-line but your business is not progressing
as you think it should, don't be afraid to request a web site
analysis. There are firms that will analyze and help pinpoint
areas of your on-line presence that need improvement for a
successful Internet presence.

Last, but not least, keep an open mind to what the firm offers
as suggestions for making your Internet experience a
profitable one. Remember, this is their livelihood, this is
what they do and they have the experience to back it up.

Are you ready to be successful?

About the Author
Cheryl Carnright and Joann Marsili have over 35 years of
combined graphic design & marketing experience. They are
the authors of a free monthly newsletter: "B2B Marketing
News." Visit their site http://www.b2bstrategicmarketing.com.