Planning, Developing, and Promoting Successful Small Business Websites

Table of Contents

Website Planning
Plan Your Web Site Effectively for Max Success

Types of Websites
Explore the types of Web Site Business Models

Site Types 2
More information on the strategic types of sites

Strategic Planning
Strategy Planning is essential to Success

Strategic Planning 2
Make sure your strategy is up to snuff

Strategic Planning 3
Technical Strategic Planning an Outsourcing Contract Work

Strategic Planning 4
More on Outsourcing Contract Work

Content Planning
Deciding what will go on your business site and who will provide it

Content Planning 2
Determing a schedule for content management

Content Planning 3
Automation for Content Syndication

Keyword Planning Suggestions on preparing keyword research for your site.

Information Architecture
Brainstorming and organizing the architecture of your website.

Information Architecture 2
More discussion on the lower tiers of site heirarchy

Technology Planning Scaleability considerations for large and growing sites.

Tech Planning 2Weighing the value of flash technology.

Budgetary Planning
Creating a budget and using it effectively

Budgetary Planning 2
What type of web host will you need?

Budgetary Planning 3
Labor related expenses for site creation

Budgetary Planning 4
Measuring financial success and ROI

Developing a Web Site

Design and Development
Establishing the importance of credibility in design.

Form Versus Function
Establishing the design priorities of a site.

Writing the Initial Code
Programming considerations for when you get down to programming.

Web Design Coding

Design and Layout


Psychology Considerations

Website Colors

User Satisficing

Validation and Usability Testing

Usability Testing

Search Engine Friendly

Webpage Development

Title Tags

SEO Variables

Promoting a Web Site

Promotion and Analysis

Offline Promotion

Pay-Per-Click Advertising


PPC Tools

Search Engine Optimization

SEO History

Google History

E-mail Marketing

Website Analysis


Planning, Developing, and Promoting a Successful Small Business Website

Developing Websites for Small Business
Page 26

User Psychology Considerations

Users enjoy sites that cater to their needs. Most people who have shopped online have visited at some point. This has established as the benchmark for success in e-commerce. Although small businesses do not have millions of dollars for research and development, they can develop many of the techniques derived from Amazon’s research to better serve their customers. Amazon has done extensive studying of user behavior to determine the best areas to place certain elements of a webpage. Users have come to look in these places first when they are trying to locate certain features. The Software Usability and Research Library at Wichita State University has studied user behavior as well and has ranked expected locations for common e-commerce elements according to where users most often expect them to be. (Bernard, 2002) The overall usability of a site and ultimately its’ credibility can be increased by placing elements according to this research. (See Appendix 2-8)

The Internet is used by a very diverse assortment of users. These users have many different skill levels, and it is important to create easy-to-use elements when designing the navigation of a website. Seth Godin does a nice job of explaining user psychology in simple terms in his book, “The Big Red Fez.” Seth claims basically that any website can be improved by making the creator’s intentions more obvious to the user. Successful sites use special tactics to inform users where the are on a site, where they have been, and where they are most likely to want to go next. User-friendly navigation techniques along with color choice will effect the user perception of how credible a site is.

A small business should strive to keep confusion to a minimum when creating their website. If a user is frustrated or confused they will most likely not return to a site or visit it for very long periods of time. In order to reduce frustration it is best to keep the site easy to use and easy to navigate. One way to accomplish better navigability is to employ a technique called “breadcrumbs”. “Breadcrumbs” are “a schematic on every screen that lets you know, a la Hansel and Gretel, where you are and where you've been. Any of the "steps" can be clicked on and you'll be taken back to that particular location, rather than having to back up page by page.” (Breadcrumbs definition, Breadcrumbs help a user to understand where they are on a site and how they got there. This navigational element is a very important usability function for large sites that can sometimes make it easy to get lost and hard to find specific information. Future visits can be made easier by relaying to the user where they are on the site and enables them to find their information with less searching.



(All in a single document) Appendix 1-1: Overture Search Term
Research Tool

Appendix 1-2: Wordtracker Search Query Research Tool

Appendix 1-3: Google Sets Website Theme Research Tool

Appendix 1-4: Reach/ Acquire/ Convert/ Retain

Appendix 2-5: Zehnder’s of Frankenmuth Information Architecture Flowchart

Appendix 2-6: Search Engine Themes Pyramid Information Architecture Example

Appendix 2-7: Webpage Download Time by File Size Chart

Appendix 2-8: Expected Locations for Common E-commerce Elements

Appendix 2-9: Website Usability Checklist

Appendix 2-10: Text Vs.Code Ratio/ Content Near the Top of Souce Code Examples

Appendix 3-11: Overture Bid Price Tool

Appendix 3-12: Webalizer Website Visitor Tracking Tool

Appendix 3-13: AW STATS Website Visitor Tracking Tool

3-14: Clicktracks Website Statistics
Analysis Tool


Author Notes

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Planning, Developing, and Promoting a Successful Small Business Website

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