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Small Business Nation. A Project of The U.S. Chamber of Commerce

Goals for Your Site

Just as your offline marketing will evolve to meet certain benchmarks, so should your online marketing. While initially you’ll be creating a portal meant to spread information and attract new customers and clients, you’ll likely aim higher soon enough. If e-commerce is part of your plan, your developer should ensure that you can take new orders online. Your ultimate goal is to create a one-stop-shop for your business: a site that has all the information you need to convert prospects and gives them an easy way to buy your services or products. Just as you wouldn’t market a product to people in one location then ask the customer to go buy it in another, the most successful online marketing hubs house everything under one virtual roof.

Even if e-commerce is not part of your plan, your website should be more than just a place to broadcast information. The more interactive the experience, the more likely visitors are to stick around, play along, and eventually come back on a regular basis. Creating a customer service link where you can receive input is critical to interactivity, provided you’re ready to respond in a timely manner. A blog with an enabled comment feature is another good way to encourage a two-way conversation. The more you make people a part of your business, the more likely they are to become customers.

Finally, once your site grows into a force in the online world, a destination that claims traffic upwards of 50,000 page views each month, you may want to consider selling ad space on your site. By giving other companies and brands a place to sell their wares, you can effectively create not just an online headquarters, but a community—not simply a place to “check something out,” but a broader, all-encompassing web experience that can benefit you and your business.

Click on any of the links below to find out more about building your business's virtual headquarters.

Small Business Toolkits