Michael Turner, founder of Eventfinder Ltd, discusses business on the web.
What's the first step in launching a website? You need to clearly define what your objective is. A cost-effective way for people to find and contact your business? An easier way for people to do businesswith you? Whatever your business, you need to understand how to use the web to increase your advantage over your competitors.
What are the big challenges associated with developing a site? Understanding what the critical constraints are with respect to the big three project variables - time, functionality, and money - will define the shape of your development project. If you get the mix right, the next step is to find the right development partner and make sure they understand the constraints and the project objective.
Is a web presence necessary for every business? Yes. In the age of Google, if people can't find you they can't do business with you.
What mistakes are made in creating websites, or in developing a web presence for an existing offline business? There are three big mistakes. The first is that the online brand is disconnected from the offline brand. Remember, for many people your website will be their primary window into your company, so all marketing must be aligned. The second mistake is when designers are expressing their creative ability rather than communicating about the business, and so misjudging or ignoring the objective. The third is that the time, functionality or money spent isn't balanced with the company's objectives. For example, a business that spends $500,000 on advertising and only $5000 on its website doesn't have the mix right. You should ensure your website fits your audience and industry.
What opportunities does the online environment present that don't exist, or can't be replicated, elsewhere? The possibility of reaching a huge audience compared with other marketing media makes online a unique proposition. You can provide information to one person or a million people, and the cost of the extra million is virtually zero.
