For people starting up an online business or wanting to take their bricks and mortar (or home office) business online.

If you’ve never had a website before this is a good starting point to walk you though what you’ll need, if you’re already developing your website use it as a checklist to see if you’re on track.

It’s a long one with plenty of information to take in so grab a coffee/wine/drink of choice and settle in for a bit.

Introduction to Website Basics

There’s countless ways to describe what your website is to your business.

• Your Internet shopfront that never closes
• Your sales rep for the Internet who works 24/7, 52 weeks a year
• A business asset that sells while you sleep
• Etc etc

No matter which way you look at it, your website is your businesses primary selling tool for the Internet – whether you’re an e-commerce business or not.

What you need to get your business on the Internet

I know there’s no point telling you why you need a website – you’ve already figured that part out. So what do you need to get your business on the Internet?

#1 A plan
#2 A domain name
#3 Website hosting
#4 The right type of website
#5 A good website
#6 Someone to build the website

#1 A Plan

Building your business online successfully begins with a plan that aligns your general business, marketing and sales plans with the Internet.

It doesn’t have to be formal or long, it just needs to define your idea, your audience, what you’re selling and what you want to achieve. Remember this is not set in stone, you may well change it as you research your business idea/audience or products further.

Your plan will decide what type of website you need, what type of technology you need and what type of website marketing services are most appropriate.

#2 A Domain Name

Your domain name is your unique website address. For example, if you want to visit Google you go to www.google.com.au. The google.com.au part is their domain name.

You will need to register a domain name with an accredited domain registrar. You can search through Google to find one (stick to the first couple of pages of results). Melbourne IT and Net Registry are a few of the big ones, but not necessarily the cheapest.

It is generally best to register a .com.au domain name if you’re selling to an Australian audience. It can cost from around $40 for 2 years to register, it does pay to shop around for specials though.

When you register your domain make sure you file the details (including username and passwords) for easy access later. You may have to give these details to your website designer/developer later.

#3 Website Hosting

Just like you need a domain so that people can find your website, you need hosting so that your website is viewable on the Internet.

Likewise, if you want to create email addresses using your domain name – i.e. hello@clarelancaster.com.au you will need hosting.

Most domain registrars will offer hosting plans, unless you have a specific host in mind I recommend also purchasing hosting through the same company that you register your domain with.

If you decide to purchase hosting separately search Google for “website hosting package” or ask around to find reputable website host. I buy all my hosting through Digitalis (since 2003) and recommend them for all my clients.

Most website hosting companies will offer different levels of service or packages.

Generally, if you’re a small business I recommend starting off with the smallest/cheapest package unless you’re looking to use lots of rich media on your website (i.e. video) or attract lots of visitors very quickly then you may need a more robust package.

Otherwise, you can usually start small and upgrade later if you need it (always check with your host though).

Hosting pricing can start from as little as $12.95 per month.

When you purchase hosting, make sure you file the details with your domain name files. You will need them later.

#4 The Right Type of Website

While everyone needs a good website, there are a few different types of websites you can choose from to suit your needs.

Now that you’ve created your plan have a look at what you’re selling. Is it services, products or a new type of commodity – traffic via information?

Are You Selling Services?

You’ll need a website to inform/educate and promote those services.

Usually the goal of service based websites is to collect customer leads from the Internet in the form of email enquiries.

Follow the Good Website Rules below and add an email form in places where customers may be thinking…”what do I do next”.

Are You Selling Products?

You’ll need a website with shopping functionality, otherwise known as an e-commerce or shopping site.

The goals of a shopping website are clear – to sell products, take orders and (usually) process transactions through your website.

Again, follow the Good Website Rules below along with setting up a mailing list to collect your customers email address (they must always give permission for you to do so) when they purchase so you can build relationships/loyalty later.

Have clear photographs, descriptive text and ALWAYS use testimonials and/or reviews. This is a non negotiable. Building trust is the number one thing your shopping website must do. Keep that in mind with updates/development.

Are You Selling Information/Traffic?

If you’re selling information you need a blog or a forum. The idea behind selling information is that you are selling the value of the visitors (traffic) who come to read your information.

Usually, you are selling this value to advertisers who are targeting the demographic of your audience.

This is generally the most difficult way to make money online and involves time, dedication, commitment and luck. You need plenty of useful, unique content and a loyal Internet community.

A blog’s content is created by you, the publisher, through research, planning and time. Collaborating and inviting guest posters can help you generate content.

A forum’s content is usually generated by its users. User generated content is great because it means that you’re not on your own when it comes to generating new content. However again, it takes time, money and dedication to start and run a successful forum.

#5 A Good Website

This is what everyone wants and what everyone needs but can find it hard to get. The most important aspect of taking your business online is that it is presented by a good website, so how do you make your website good?

A good website will fulfill your visitor’s unique needs and your business goals.

Good Website Rules

So what makes a good website?

• It’s built from a plan and has a clear purpose
• It looks professional with consistent branding that builds trust
• It is easy to use and intuitive to navigate
• Each web page has concise, compelling information (text and images)
• Each web page has one purpose (except your home page) with a clear call to action
• It is updated regularly with fresh content that fulfills your visitors needs
• It’s found by the search engines
• It’s found by potential customers who are searching Google for what you sell
• It’s supported by staff well trained in answering email inquiries and customer service
• You can see you how visitors find it and interact within it (website statistics)
• It is constantly monitored and tweaked according to your visitors needs and your business goals.

#6 Someone to build your website

Unless you’ve got skills and experience in building websites it’s best to outsource this step to a professional.

Try to resist all offers from family/friends/friend’s geeky brother to build your website. If you’re serious about taking your business online successfully it is vital that you get a professional with experience to build your site.

Alternatively, if you have zero budget, you’re a quick learner and want to give it a go yourself there are plenty of websites around that offer template websites that you can use.

If you have got any sort of budget though, I’d recommend getting a website tailor made for you and your business goals by reputable web developer/designer.

What to look for in a website designer

• Make sure they follow the Good Website Rules above
• They must be easy to work with and open about their process
• Have a registered business or ABN
• Always ask to see their most recent website examples
• Talk to them about your requirements and check if they’re listening – while a good web designer/developer will be able to advise and give suggestions to improve your website you want to know that they’ll deliver what you want too
• Talk about pricing – be upfront about your budget and a good designer will be able to scale a solution to suit your needs and budget
• Ask about how you’ll maintain your website and how many changes you’ll be able to make.

Remember, if you pay peanuts you’ll get monkeys.

If you’re serious about starting off with a professional website you have to pay for a professional to build it. Do this, and you’ll be giving yourself the best chance for Internet success and you won’t have to pay another designer again 6 months down the track to ‘fix it up’.

Contact a few freelance web designers and ask around – while it’s nearly impossible to tell you how much it will cost (that all depends on your requirements) you’re looking at a starting price of $2500 for a custom well made website that will deliver results.

Next up – Website Marketing Basics

There you have it. Next in the series will be Website Marketing Basics – what you need to know to get visitors to your website.

Thanks for reading.

Related posts:

1. How to sell physical products through your website
2. Website Marketing Basics – Getting Visitors to Your Website
3. Website & Website Marketing Basics
4. Google to launch customised search – how it will affect your website
5. Google Australia Launch “10 Steps to Promote Your Business Online”

Filed under: Do good business online, Tips