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

Website Promotion and Analysis for Small Businesses
Page 36

Pay-per-click Advertising Introduction

Pay-per-click (PPC) advertising is a another short-term solution to raise website traffic. In PPC advertising, a website creates a small text advertisement that includes a link to the company website. Each time a user clicks on the link the to company website the company is charged a fee. PPC costs can range anywhere from a couple cents to hundreds of dollars. Some PPC keywords are incredibly competitive which can make paying for them incredibly expensive.

In PPC advertising a website developer bids on a keyword (or several hundred different keywords) to advertise their site when someone searches for that phrase. PPC advertising has become one of the best revenue models on the Internet, and it is what drives the growth of Internet giants like Google and Overture (now owned by Yahoo!). There are several other small PPC search engines, but Google and Overture have become the main providers. Some of the smaller PPC engines include,,,,,,, and several others. Using these smaller PPC engines can be cheaper but will drive much less traffic than the larger providers. The key to success with PPC advertising both in the short and long term is finding niche keywords that help to acquire new customers. PPC campaigns should be monitored very closely to ensure maximum return on investment (ROI). One of the most beneficial aspects of PPC is that it is that every aspect of a sale from first contact can be monitored and analyzed. A business can devise a budget for customer acquisition by understanding how much each customer is worth (customer lifetime value). Setting up ways to measure each stage of this intricate network of statistics will be discussed in the website statistical analysis portion of this paper, but it is necessary to mention the availability of tracking important statistics in PPC campaigns.

(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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