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

Small Business Website Marketing
Page 41

E-mail Marketing

E-mail has truly been the killer application for computers in the last ten years. The use of e-mail has grown at astronomical rates, and has provided a new way for friends and families to stay in touch regardless of distance between them. E-mail also offers wonderful potential for business communication. In the past, if a business wanted to send a customer information on a product or promotion it would entail sending out costly direct mail pieces that could seldom be tracked accurately for efficiency. E-mail offers businesses a much cheaper way to stay in contact with customers and build a rapport with them.

It is necessary to address the issue of e-mail spam before continuing with a discussion on e-mail marketing. E-mail spammers are the telemarketers of a new era. They interrupt users with promises of larger (or smaller) body parts, wonder drugs, or scantily clad people when the users are expecting to read messages from friends or family. E-mail spam should never be practiced by a reputable business. E-mail spam undermines credibility and is a nuisance to possible customers. E-mail spam represents “interruption marketing”, or marketing to people when they have not requested information. Seth Godin says of interruption marketing, “The biggest problem with mass-market advertising is that it fights for people's attention by interrupting them. A 30-second spot interrupts a "Seinfeld" episode. A telemarketing call interrupts a family dinner. A print ad interrupts a magazine article. "The interruption model is extremely effective when there's not an overflow of interruptions," Godin says. "But there's too much going on in our lives for us to enjoy being interrupted anymore.” (Taylor, 1998,

Business should only practice “permission-based” marketing with e-mail. The idea of permission-based marketing has been perpetuated by Seth Godin who defines it as getting consumers to, “raise their hands" (one of Godin's favorite phrases) - to agree to learn more about a company and its products. "Permission marketing turns strangers into friends and friends into loyal customers," he says. "It's not just about entertainment - it's about education." (Taylor, 1998, Educating consumers will be much more important to the future economy than just spewing corporate slogans and propaganda in their face while they are trying to use the bathroom. The “new face” of advertising is much less intrusive, and much more courteous and candid.

E-mail marketing should always be permission driven. Every website should have a way to collect customer e-mail addresses (or several ways), in order to market to them in a permission-based fashion. These e-mail addresses that visitors have volunteered for more information are the gold mine of the Internet. This is what all the hype over the Internet is really all about. It is the ability to more directly communicate with visitors and turn “strangers into friends, and friends into loyal customers”. The Internet represents the unique advertising medium where a community can truly be built between a company and their customers. There are many “rules” for e-mail marketing, but the most important of all is to make sure that it is permission driven, and anticipated by those that it will target.

E-mail marketing gives marketers the ability to monitor the effectiveness of their campaigns. With each e-mail that is sent out, the marketer can determine how many of them were opened by users, how many users visited the website because of the e-mail, and even how many sales were made because of the e-mail campaign. Just imagine if this same level of measurement was available for a billboard or television ad. This level of measurability offers great new opportunities for marketers to create value-added relationships on a personal level with customers.


(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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