In the past, we have been approached by businesses who have told us they wanted a web site. When we said “fine, what do you want it to do”, we have been met with blank looks. The assumption has been that you create a web site like a flyer, and post it as an advert for your business on the web, and as a result people flock to you.

Nothing could be further from the truth. The purpose of the web site is to fit in with the overall marketing strategy of the business, as a tool to help convert those visitors into customers, to help retain existing customers and to educate everyone, including your own staff, about what you stand for and what makes dealing with your business an unique and positive experience.

How do you make it do that? By first having a thorough understanding of your business and what makes it tick. Once you understand your business, and how you want others to perceive it, then you can start work on a web site – assuming you still think a web site is needed!