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

Validated Website Development for Small Business
Page 29

Webpage Validation W3C

Standards are constantly evolving for website creation. The most successful websites are often those that adhere to the standards set in place by the World Wide Web Consortium (W3C). The W3C “develops inter-operable technologies (specifications, guidelines, software, and tools) to lead the Web to its full potential. W3C is a forum for information, commerce, communication, and collective understanding.” (, Leading the Web, 2003). Following the guidelines set in place by the W3C is the best way to ensure maximum usability and interoperability for a website. These standards serve as the foundation for communication protocols on the World Wide Web and help to create universal accessibility, trust and credibility.

The W3C defines “valid” code for a webpage and helps to define what will work with given web browsers. The W3C offers free validation tools for many types of web technologies including HTML, XHTML, CSS, and many more. ( A webpage that validates by these standards is more likely to be viewed properly by users in all browsers as well as by search engine spiders. Having a page “spidered” correctly is a vital element of a successful website. Search engines account for a large percentage of new user traffic and should be examined thoroughly to maximize their benefit. A good starting point for this examination is ensuring that pages validate by W3C standards.

Beyond the general standards of what is deemed valid, a site must also have strong usability. There is a vast body of research that has already been conducted in the study of usability available on the Internet. The checklists for usability can become quite extensive, but many of the items have already been covered throughout the scope of this paper. Some of the most important usability elements include ensuring organization is efficient, maintaining website goals and focus, including functionality, providing accurate content, ensuring fast download times, verifying hyperlinks work, and providing intuitive navigation and layout. A more comprehensive checklist has been provided in the appendix section of the paper for more extensive usability checking. (See appendix 2-9)


(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

Additional Bonus:
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Planning, Developing, and Promoting a Successful Small Business Website

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