Step1
Match your size to the that of the web company.
You don't want to disappear in a corporate maw if you are a small business. Many web design companies specialize in small to medium sized businesses. Find one where you can get the president on the phone if need be. It's not that you want to talk to him all the time, but he should know who you are. Paul Ekstrand, one of the owners of Enthusiast Inc. (http://www.EnthusiastInc.com) says that he sees himself as a consulting partner for his clients. As a small businessman himself, he prides himself on being accesible to those who rely on his expertise.
Step2
Choose a company with content management software.
Enthusiast Inc. designs websites with an application called Site Director which allows a business to do frequent site updates directly from its own office. This accomplishes several different things. It keeps the site fresh, encouraging readers to visit more frequently. Compared to a brochure, a self-updated site utilizes the interactivity of the web. With in house content management, you can fine tune your message depending on market conditions without waiting for your web company to get involved.
Step3
Choose a one stop shop.
Find a web firm that handles site hosting, design, copy writing, encoding and email campaigns. Don't be under any illusions. The company you choose might have to subcontract with outside experts, but from your side the integration should be seamless. If you have a problem with a shopping cart not functioning, one call on your part has got to fix it.
Step4
Find one successful in the black art of SEO.
Search Engine Optimization is a moving target. I've already discussed how to be found by a search engine, but with a competitive product, it's not enough to be found, rank truly matters. You can pay to be listed when certain terms are entered, but the ideal is what is called organic ranking.
At Checkmate Pictures, I am constantly juggling site parameters to maintain a high ranking for Reverse Aging Now, our feature length DVD. I've succeeded for the terms "Reverse Aging" "Anti-Aging Video" and "Anti-Aging DVD." For these phrases, you'll find us at the top of the list, the part most likely to be clicked through.
The competition is so fierce in this highly completive area, that with 27,800,000 websites, although we still rank in the top 99.99%, ranking #275 doesn't do us any practical good for the search terms "anti-aging" or "anti aging medicine."
How we show on the search engine directly affects our marketing campaign. It's the same with your site. You want to build awareness of your company by running an ad campaign that drives your key words into skulls.
As I mentioned before, a local company is called Best Quick Fix. It's a great name; three simple terms that deliver quality quickly while allowing the owner to charge what he wants. Would you rather go to Best Quick Fix for your valuable equipment or a rival named Cheap Quick Fix? The search terms reinforce the company's Unique Selling Proposition.
To best support that site, those "key word terms" have to be repeated and made real for the market. Depending on it's size, your ad campaign will range from local to international.
If you choose a web company to handle your site, have it demonstrate that it has delivered high search engine rankings for its current customers. Otherwise, look elsewhere.
Checkmate Pictures offers one-on-one Internet consultation from search engine optimization to streaming on line video at reasonable rates geared for small business people.
Visit CheckmatePictures.com for more about us or send me an email - Paul@CheckmatePictures.com. Your initial consultation is free.
Choose a Web Consultant
Match your size to the that of the web company.
Authority 