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30 Must Haves For a Profitable Website - eBook by Web123


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Starting a website or improving an old one can be an overwhelming experience. You need to break it up into manageable bite sized tasks. Your first step is to read our eBook '30 Must Haves For A Profitable Website'.

Then what? Well, this is just part 1 of a 7 part series (including video tutorials). To get the rest of our free Website Starter Kit please go to


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30 Must Haves For a Profitable Website - eBook by Web123

  1. 1. A MUST READ30 Must Havesfor a Profitable Website Web123 Starter Kit
  2. 2. 30 Must Haves for a Profitable Website Intro Part 4: Part 1: 14. Content 14 1. Mapping a Plan 01 15. Writing it Right 15 2. Strategy 02 16. Educate & Offer Value 16 3. Identify your Audience 03 17. Lead Capture 17 4. Being the Solution 04 18. Calls to Action 18 5. Positioning Yourself at the Top 05 19. Staying in Touch 19 Part 2: Part 5: 6. Laying a foundation 06 20. Nitty Gritty Details 20 7. Site Structure 07 21. Domain 21 8. Optimising for the Future 08 22. Email 22 23. Payment Methods 23 Part 3: 24. Shipping 24 9. Design 09 25. Delivery 25 10. First Impression 10 26. Final Checks 26 11. Logo & Colours 11 12. Using the Right Images 12 Part 6: 13. Consistency 13 27. Marketing & Measuring 27 28. Getting the Word Out 28 29. Get Social 29 30. Measuring Success 30 ConclusionWeb123 Starter Kit P 02
  3. 3. Introduction Australians spend $12 billion online every year Welcome to Web123’s Website Starter Kit! If you’re reading this eBook, you are either starting a new website or looking to revamp your current one. If that sounds like you, you’ve come to the right place! More and more consumers are turning to the web before opening their wallets, either to buy or to research their options so it’s absolutely imperative that you have a strong online presence and take advantage of these awesome opportunities. In order to position your business in front of the masses online, you’re going to need a website. And to build a successful one, there are some definite do’s and don’ts. This eBook will guide you through every step of the “must haves” for your new site to sure your website is positioned for profit the day it goes live. Roughly 6% of every dollar spent by Australians happens online - that’s $12 billion annually! The number of Aussies doing business online is increasing every single day, and a report by Frost & Sullivan estimates online spending in Australia will rise to $18 billion dollars by 2014. The Australian Communications Marketing Authority (ACMA) estimates that 59% of Australians shop online - an increase of 53% from just two years ago. ACMA also found that the majority of Australians prefer to buy from domestic companies online - something that small businesses have been much quicker to embrace than large companies. A recent survey by Google and MYOB found that 52% of Australian businesses now have a website - up from 35% in 2011. Reasons for purchasing online With all these dollars changing hands online, brick and mortar 80 74 businesses are also turning 70 Nov 09 to the internet for growth, 67 Apr 11 and yours should too. The 60 internet is more than a fad 50 – it’s a fundamental shift in 43 the way we communicate. 40 38 Getting your business online is 30 imperative to keeping up with these changes! Remember 20 16 15 – the question isn’t whether 10 your business should go online or not, it’s how well you rise 0 to the challenge when you do. Convenient Cheaper Better range of goods/servicesWeb123 Starter Kit P 03
  4. 4. Part 1:Mapping a plan 60,000 new .au domain names are registered every single month.Still think you need a website? Good! Let’s get started.Just like any other investment in your company, it’simportant to think through how this feature is going tohelp earn you profits. You wouldn’t hire a new staff memberwithout working out what their tasks would be and howtheir help would make you more profitable; a good websiteneeds to be seen as a business investment and a part ofyour profitability plan.Do you know what the single most important part of a businesswebsite is? It’s not the logo, the Content Management System,or even your marketing. The most important part of anywebsite is the business strategy behind it.It can be easy to get carried away with all the details anddesign of a new website, but laying a foundation and aroadmap for where you’re going with your business onlineis the best way to ensure the future success of your newwebsite. “Pretty” websites won’t put money in the bank anyfaster than an ugly one might - it’s all about strategy.In this Website Starter Kit, you’ll learn all the stealth tacticsand strategies Web123 has perfected to help hundreds andhundreds of our clients succeed online.So sit back, grab a cuppa, and let’s talk about how you caneasily make a website that works. Web123 Starter Kit
  5. 5. Mapping a plan Do you know what the single most important part of a business website is? It’s not the logo, the Content Management System, or even your marketing. The most important part of any website is the business strategy behind it. It’s so important to start out on the right foot by planning your website in the beginning of your online journey, instead of fixing it later. Just like any other major development in your business, your website needs a plan. The very first, and one of the most important, challenges of getting online is figuring out why you want to be there. Think about the purpose of your website. What do you want your business to gain from having a website? What benefit will the website provide your customers? Think about why you’re doing this - and don’t say because everyone else is already online! Getting a website just for the sake of getting a website isn’t going to do much for your business; you need to work out how your business is going to function online, and how it’s going to make you profits.Web123 Starter Kit P 05
  6. 6. Part 1: Creating a Strategy According to a 2011 Productivity Commission Report, 69% of Australians are now shopping online. It sounds simple, but many new website owners get excited about the prospect of getting online and may overlook this vital step altogether. Create a strategy! Some important things to think about: • How is this website going to get you sales? • How might this website affect your offline business? • How do you plan to get in touch (and stay in touch) with prospects? • How will prospects get in touch with you? • How will you convert leads to sales? Businesses start websites for a lot of different reasons. Ask yourself, “What do I want to achieve with this website?” Is it to educate about your services? Have a self-operating storefront 24/7? Attract and reach customers from a broader market? Showcase your work? Once you know the why and the who for your website, organising the what, where and how will be much easier. Identify your Audience Approximately one third of Australia’s small businesses are owned and run by women. Once you’ve thought about what you want from your website, the next step is to spend some time on the people you really want to impress: your customers. Before you make a single click on your new site, let’s take a step back and have a quick think about who this new website is intended for. Do you know who your target market is? Do you know who your target market is NOT? Believe it or not, your new website isn’t at all about you or your business. It’s all about your customers! You could build the best website in the world, but if your customers don’t like it, you won’t get anywhere.Web123 Starter Kit P 06
  7. 7. Part 1: Identify your Audience Demographic Profile Understanding your audience’s demographic makeup is a key part of connecting with the right people. If your business only services a small region, for instance, you certainly don’t want to be promoting your website to people on the other side of the planet. Your target audience’s demographic profile should give you an idea of your client’s location, age, gender, income, profession, and any other relevant details about their background. Consider also your current relationship with them, and what level of experience they may already have with your industry. Psychographic Profile Now that you have a better idea of where on a census your target audience may fall, it’s time to dive a little deeper and look into their psychographic profile. You want to know what makes them tick, why they think the way they do, and most importantly - why they cannot live without your services. Understanding what motivates your customers will help you speak right to their needs. You will be able to directly address their problems and fears while offering solutions - making your products and services irresistible. Some experts reckon that the Psychographic decision making process makes up about 90% of the equation when people buy, so if you can get this part right you’ll be way closer to making sales than if you don’t complete this at all! Do your research and try to create a profile (or profiles) of your ideal clients. Get specific about who this “Perfect Client” is, what they like, what they do. You might have several different “ideal clients” in different locations, age groups, or industries. Understanding your clients’ demographic information will give you insights into why they need your products or services; the psychographic information will show you reasons why they want your offerings. Survey your current clients to find out what it is they like about your business, or what things they might like you to do differently. Remember that constructive criticism is a blessing! Working out exactly who you’re business is targeting makes it easy to tailor your content in a way so your ideal clients will come running.Web123 Starter Kit P 07
  8. 8. Part 1: Identify your Audience Two views of the same user Demographic overview Psychographic overview Female, Mother of 2 young kids, Keeps up with trends, Age 35, small business owner, lives enjoys shopping & family holidays, in regional Australia, household always looking for time-saving tips income $70k+ & ways to simplify, active on social media, makes impulse buys, very structuredWeb123 Starter Kit P 08
  9. 9. Part 1: Being the Solution An estimated 300 million new websites went live in 2011. Make yours more than a statistic! No one goes to business websites out of boredom. Odds are that anyone who comes to your website is going to find their way there because they have a problem that needs solving, whether explicit or implicit. Addressing those needs throughout your website positions your business as the solution, earning you consumer trust - and sales. Take, for example, a prospect who happened upon your website for the first time while searching for a birthday gift for her son. This prospect might tell you her explicit needs are getting a gift for her son in time for his birthday, but as a business owner you need to know that her implicit needs (the ones she might not even be thinking about) might also be to get a high-quality educational product that her son will have fun with while learning. That prospect might not have come to your website looking for educational toys, but because you understood her problem better than even she did, you just earned yourself a very happy customer - who will likely sing your praises to all her friends. Don’t think of your business as just selling products and services. You help people. A dentist, for example, doesn’t just offer tooth care. A dentist helps people feel great about themselves with perfect smiles. He takes away insecurities. Don’t sell your customers on how great your products are; sell them on how great those products will make your customers look or feel. By putting the emphasis on the benefits those products provide, you’ll be the ready solution for your customers’ problems and your conversion rate will skyrocket. Once you’ve developed an understanding of your target audience, you will be able to directly address their problems and fears while positioning your offerings as solutions - making your products and services irresistible.Web123 Starter Kit P 09
  10. 10. Part 1: Positioning Yourself at the Top Any web user knows that there are countless options for shopping online. If your target customer is online looking for something your business offers, you want them to know more than just the product availability. You want them to know that product is great, available, and that of all the other options they might find a similar product online, your business is the very best to buy it from. That may sound like a lot, but you can do it! It’s all a matter of positioning. Why do your current customers choose you over competitors? Are you the fastest? Most reliable? Best money-for-value in the greater metropolitan area? Are you available to make emergency house calls in the middle of the night? Do you carry rare handmade goods? Highlight these positive points of difference everywhere you can throughout your website. Speak naturally, but if your business mantra is all about XYZ you should absolutely be echoing those values throughout your website. Shout it from the rooftops! Reinforcing the points that make your business unique will help customers feel more connected to you. The better you can help prospects get to know your brand, the more likely they are to do business with you. After all, consumers buy from those they know, like, and trust!Web123 Starter Kit P 010
  11. 11. Part 2:Laying the foundation Some web developers will charge you just to make changes to your site. Yikes! Make sure you have a good CMS that YOU are in charge of so you can do anything you need for the entire life of the website.Now that you’ve got a good idea of who your audiencewill be, what you’re going to provide them and how you’regoing to stand out from the crowd, it’s time to get startedon what’s going to be on your site. Figuring out all thisbackground info is going to make mapping out the basicsfor content on your site so much easier! Web123 Starter Kit
  12. 12. Part 2: Site Structure You should have as few clicks as possible to get from the Home page to the checkout. Test this on your products and see how you can make the process simpler. You wouldn’t start building a house without working out how many bedrooms you’ll have or where the kitchen would be, would you? Just like building a house, a website requires structure and order. You can always reorganise or renovate later, but a clear structure and purpose will make things easier from the start. Before you start building, think about what sort of content needs to be on your site. Will you have products? A blog? Create a list of all the types of content you think you’ll have on your site. (Remember, this is just for a guideline. You can always make changes later!) From this list, it’s easy to see that some of these pieces of content will relate to one another. Types of content you might have on your website Articles BLOGS HOMEPAGE BANNER Internal Banners PRODUCTS CONTACT FORMS SHOPPING CART DOWNLOADS SALES / SPECIALS eBooks Newsletters Event Calendars Staff Profiles Social Media Image Gallery Event Sign Up Related Videos Google Maps Members Area ApplicationsWeb123 Starter Kit P 012
  13. 13. Part 2: Site Structure If you’re a visual person, creating a mind map can help you brainstorman idea of how to relate types of content. and are both free resources for creating mind maps. Once you’ve got your clusters of related content, it will be much easier to divide the site into an easy-to-navigate structure. A good place to start is your homepage. Imagine your site as a tree where the homepage is the trunk, every other page on your site is a branch off it. There isn’t place for leaves on the trunk, so keep your detailed info a little further in. Your homepage should be a strong, simple introduction of your business. Once you’ve worked out what information should be on the homepage, then think about what the second most important branches of information you’d like to have from there are - items you’ll likely put in the main menu or navigation. When in doubt, start as simple as possible. Try to keep everything in 3 clicks or less, including the products and categories in your shop. The more levels you have, the harder it is for your customers to find your content and the less potent that valuable content becomes in search engines. Homepage About Us Contact Welcome OUr story Contact Form Meet the team Phone / Address Twitter About our Services Social Media links Facebook Google Maps Pintrest If you have a lot of information on your site, think about how you might organise the content into categories. Categories exist to make finding items on your website easier. A category with just one item is like turning down a dead-end hallway; a category with 900 items in it is like trying to find someone in a crowded festival. Follow the “Goldilocks ideology” as you’re grouping content into categories: not too empty, not too full.Web123 Starter Kit P 013
  14. 14. Part 2: Site Structure Things to think about as you’re deciding how to map your site structure: • How many clicks does it take to get to a product from the home page? • Does every page in the main menu have a clear purpose? • Is your site easy to navigate? • Are there any pages or categories that might be better combined into a single section? (i.e. Sales and Special Offers) • Are there any pages or categories that ought to be split into separate sections? (i.e. About might contain both the story of your company and your Contact details - sometimes it’s better to separate these.) • Do you have links within your site to easily get from one page to another (other than the main menu)? If you’re not sure where to begin, look at few competitor websites to see how their structure works. Try to think like your customers, and arrange your content as intuitively as possible. As you’re putting your site together, you might find that the design doesn’t flow as well with the structure you’ve envisioned, but that’s ok! Web123 clients can change between any of our 100+ templates at any stage. (And no! Any content you’ve already added to the site will not be affected by changing template.) Finding a design that meshes well with your desired structure is important to making your website effective and productive for your business.Web123 Starter Kit P 014
  15. 15. Part 2: Optimising for the Future 88% of search engine users will change their query if they don’t find what they are looking for in the first three pages of search engine rankings. One of the single most important (and commonly overlooked!) areas of a new website is opitimisation, also known as search engine optmisation (SEO). In a nutshell, optimisation is the strategic practice of using certain keywords or phrases throughout your website to help you show up more frequently in search engines like Google - which in turn gets you more traffic and then more sales! The single best thing you can do to get this started is to research your keywords. These are the words and phrases that you want your business to be known for, such as “Mothers’ Day Flowers Melbourne” or “Lawn Care Hire”. If keywords are new to you, download our SEO Bundle (free for Web123 clients!), which will introduce you to lots of free tools like Google’s Keyword Tool and step you through a much more in-depth optimisation process. The idea is to identify a few key terms that your business should be known for on the web, and then include those keywords in your page titles, meta descriptions, and content throughout your site. If you’re not ready for a full-on optimisation strategy at this point, at the very least identify a two or three keywords you want your business to be known for, and make sure to use those keywords wherever it makes sense to on your site. Identifying your keywords before you write all your content will make tying them in much easier! If you do nothing else to optimise your website, do this: Complete your Meta Title & Page Descriptions. You know how when you do a search in Google and you see a headline followed by a line or two of text? Google needs some abbreviated help to read what every page of your website is going to be about. Summing it all up in a sentence and giving it a descriptive title (using your keywords as much as possible!) is the absolute best thing you can do to start. Choose one keyword for each page based around your content. Make sure to include that keyword in the text on that page, but also in the Meta Title, page description, and any images that are on the site. This will make each page highly visible to Google for each keyword you’re using.Web123 Starter Kit P 015
  16. 16. Part 3:Design Users will only wait an average of 4 seconds for a web page to start loading before clicking away. Too slow, and they’re gone!A quality website design serves two purposes: winning thefavour of both Google and your prospective customers.Having a good foundation in SEO, as we’ve just seen in theprevious section, will help you tremendously with gettingtraffic to your website. However, once your prospects havefound your site, those keywords and meta tags are completelymeaningless - it’s all about the look and the content. Web123 Starter Kit
  17. 17. Part 3: First Impressions The average visitor to your site will spend less than 5 seconds on your homepage before deciding to move on to another page or go back to searching. Grab their attention right from the start! First impressions count for a lot, but they don’t necessarily convert. Many designers make “pretty” websites that don’t do anything for your bottom line. The web is full of millions of these Internet Tombstones that are sitting idle burning a hole in business owners’ back pockets instead of yielding massive profits. Your website exists to help you make profits, so making a first impression that converts “browser” into “buyer” is exactly what you should be after. Make sure you have strategies in place to capture potential leads (see Calls to Action and Lead Capture in Part 4), and that your design works well for your business. Your homepage is one of the most important parts of your website. This is the default place your visitors will land every time they click on your “www”. Use this valuable real estate to grab the visitors’ attention, showcase the very best of your business, and guide them along your online sales process.Web123 Starter Kit P 017
  18. 18. Part 3: Logo & Colours If you had to sum up your entire business in one word, could you do it? It’d be pretty challenging! What words can’t quite capture, a quality design will convey for you. A quality website design serves two purposes: winning the favour of both Google and your prospective customers. As you’re thinking about how your new website is going to look, the very first thing to consider is your logo: the visual cornerstone to your brand’s marketing. Your business logo design will appear on everything your brand does, from letterheads to business cards to banners and beyond. If your logo looks amateurish, so does your business! If you haven’t already, make the investment and get a quality logo designed to start your business off right. Having a quality, credible logo will help your business make a strong impression right from the start - offline and on. The colours you choose for your web design should mesh well with the colours in your logo, since they’ll go hand in hand with your website. Choose colours that reflect your brand (bright and playful, calm and professional, cool and outdoorsy), and use these colours throughout your online work. Make sure the colours you choose pair together and contrast nicely in a way that’s easy to read. Nothing’s worse than having to squint to make sense of a poorly designed website! If you’re a Web123 client, you can select all the colours for your website yourself, or our expert design team will hand-pick them for you. Colours are a crucial part of branding, so make sure they’re ones you really like and use them consistently in your branding.Web123 Starter Kit P 018
  19. 19. Part 3: Using the Right Images Another key part of getting the right “look” on your site is design. Have you ever gone to a website that’s nothing but plain text? Boring! Quality images and graphics are the butter to your website’s bread! The visual aids on your website have a huge part in building consumer confidence - showing visitors to your site that you and your offerings are the best of the best. ONE SECOND… That’s all you have to tell your website visitors what you do and why you’re the only one that can do it right for them! No wonder imagery and design are SO important! Good banner design grabs website visitors and inspires them to stay. If you’re selling products directly through your website, you’ll want to use clear images of each product. No one wants to buy something sight unseen! Consider using photos showing alternate views of the product for items such as clothing. For example, you could have one image of the front of a shirt, another one of the back, and then a third image of someone modeling the shirt. This will give your customers a better idea of how the product will look in real life, increasing consumer confidence and helping you make that sale. If you don’t have access to a quality camera or are worried that you’ll break the bank hiring a photographer, stock photos can be an affordable option that will still make your site look great. Real photos of your real business are always going to be more compelling than stock images, however any image is better than a page of boring text. If your product requires a demonstration, a “how to” video showing how the item works would be very compelling to an uncertain buyer - and it’s great for your SEO!Web123 Starter Kit P 019
  20. 20. Part 3: Quality Control: Consistency As you’re building your business online, there should never be any confusion whether a particular page belongs to your company or just another company bearing the same name. Use the same colours, font styles, images, tag lines and language everywhere your business is online. That includes every page of your website (including blog and eBooks!), your social media accounts, your profiles on business directory listings – everything! Regardless of whether your business has a physical location, you should do everything you can to match the branding between your offline presence and your physical one. Your business cards, your banners, your product packaging... everything! Being consistent with these design elements of your company will ensure that the moment a customer sees your content online, they will recognise it as part of your brand. Establishing consistency across your online reach will help your business build a positive online reputation and increase brand awareness – which in turn helps you extend your reach while attracting and retaining customers. If that’s not enough reason for uniformity I don’t know what is!Web123 Starter Kit P 020
  21. 21. Part 4:ContentA website without contentis no more exciting thana phonebook listing. Yourbusiness website should offervaluable content and insights.Give visitors to your site areason to keep coming back! Web123 Starter Kit
  22. 22. Part 4: Writing it Right Google and other search engines can’t “see” most of the images and other designs on your website. They rely on the text content around those images to work out what each page is for – so make sure your site has lots of text to go with the images! The next step in creating your website is to start thinking about what you’re going to use to fill up your beautiful design. What pieces of content will you need to create your website? and how will each of these parts fit together? The visuals on your site may be what give visitors that winning first impression of your site, but it’s the content that will keep their attention – and keep bringing them back for more. When writing for your website, try to use the same language that you would use as you would if speaking to a customer in your store. Keep the message simple and easy to follow. When in doubt, be clear – not clever. For instance, the name “Nails 4 U” may seem like an obvious title, but you’re going to lose any web traffic that searched for the phrase “for you” instead. Furthermore, there’s no immediate way of knowing whether that name is referring to a hardware store or a beauty salon. If the meaning isn’t immediately clear, it could it could mean a big difference to a consumer! That’s not to say you can’t still have fun with your writing, just make sure it makes sense entirely out of context – exactly what happens when someone finds your website for the very first time. Using clear language and direct messages will not only help more people find your website, but make sure it’s the people you want. Not sure what to write about? Make a list of the 10 most frequent questions prospective customers ask you, and answer those questions. Not only will it save you some repetition, prospects will feel like you’ve made the buying process even easier by anticipating their needs. Remember, you are now in the business of knowledge! To be hugely successful online, you need to become a savvy content marketer. Turn your website into a Resource Centre – position your business as the answer to your customers’ problems. Become the go-to expert people think of when they need what you offer.Web123 Starter Kit P 022
  23. 23. Part 4: Educate & Offer Value Educational content allows you to deviate slightly from the core text that would normally be on your website. There’s no better way to build up your site with valuable keywords! In the business world, getting that leg up over your competitors can seem daunting. But why should the “other guys” get all the sales? Providing educational materials on your site is one of the best things you can do to demonstrate your expertise and win sales. Show your prospects exactly why you are the go-to source for industry insights, and you will become the only one they want to buy from. Some of the educational material on your website should be readily accessible for public access, i.e. blog posts, product information, or FAQ. Don’t give away the whole kit and kaboodle though! One of the most powerful conversion tricks for websites is to withhold some of this content, and give it away only to those who ask. Downloadable articles or whitepapers, eBooks, or newsletter subscriptions are all types of valuable, educational content that you can offer to prospects in exchange for their contact details. That simple name and email address could open the door for a personal follow-up so you can make sure those interested prospects become paying customers.Web123 Starter Kit P 023
  24. 24. Part 4: Lead Capture Some say it takes an average of 9 points of contact before a prospect becomes a sale. Don’t let those leads slip away too soon! One of the most important pieces of any content strategy is Lead Capture. Collecting contact details for prospective customers can be every bit as important as closing an initial sale. By offering content in exchange for prospect’s contact details, you’ve essentially just landed the initial sale where the customer is paying with information. Every single page of your website should have a simple lead capture option somewhere on it. You might do a newsletter sign-up in the sidebar, an enquiry form at the bottom of a page, or a link back to your Contact page somewhere within your content. The first step in converting “interested” to “sold” is finding a way to communicate with your prospects, so make sure there is always an easy option for visitors to get in touch with you. As you’re gathering details for your prospective customers, you’ll want to create a database to keep track of them. A good Content Management System (CMS) like Web123’s will allow you to track and organise your prospects. Just getting prospects’ information isn’t enough though. One of the biggest mistakes businesses make online is not responding to requests they get, or letting leads go stale. You wouldn’t slam the door in a potential customer’s face, would you? Of course not! Respond to every query and comment you get online. Even if they’re not interested in buying right away, you should still find a way to keep in touch. Nurture those leads through email marketing campaigns or by phone follow-ups to build a relationship with your prospects. Remember, earned trust is also an earned sale!Web123 Starter Kit P 024
  25. 25. Part 4: Calls to Action Split testing shows that using simple Calls to Action can increase conversion rates by as much as 62%! Just as in the first part of this eBook you had to think about the why of your website, it’s important also to take this a step further and think about the purpose behind each piece of content. Look at each piece of your website individually and consider: What is this page for? And more importantly, what do you want your prospect to do from here? Make sure you are guiding visitors to your site along the sales process by telling them what to do next. The brief, direct language used to direct customers on your site is called Calls to Action (CTA). John Caples explained it well: “You have caught the readers with your headline. You have interested them with your copy. Do not leave them hanging midair. Tell them what to do.” It’s amazing how effective simple instructions can be! Give your visitors direction and watch them turn from statistics into sales. Make sure that every page on your site has a well-defined purpose and clearly informs the user what you’d like for them to do next. Use action words like “Add to Cart”, “Call us for a Free Quote” or “Download”. Make these instructions big, bold and irresistibly obvious. Try not to give too many action options per page – one strong CTA is million times stronger than a dozen weak options. As you’re writing your copy, make sure that each page has one definitive Call to Action that guides your prospects along every step of the buying cycle.Web123 Starter Kit P 025
  26. 26. Part 4: Staying in Touch B2C websites get the most traffic after hours when your shop is likely to be closed. Contact forms and posted hours of availability will help close this gap, even if you don’t sell directly through your website. One of the most important things you can do to build consumer confidence is to make yourself readily accessible. That doesn’t mean live chat support as you hover over your keyboard 24/7! What it does mean is that, wherever possible, you should prominently display your contact information. Make sure your phone number is easily visible throughout the site, or link to your Contact page if you prefer requests via email. Let your customers know that a real business with real, trustworthy people are behind this website. On your Contact page, make sure you include all the relevant ways to get in touch with your business: phone, physical address if you have one and a map showing where it is, your normal hours of operation, and your social media pages. Odds are that anyone looking at your website is there because they’re interested in your business. Give them as many options to connect with you as possible, both direct (phone) and indirect (social media, email subscription).Web123 Starter Kit P 026
  27. 27. Part 5:Nitty Gritty DetailsNow that your website is lined up to be a lead generating machine, it’s time to tackle the last setof obstacles that can often slow new website owners down. See, when you’re setting up a newwebsite it’s easy to get excited by everything else you’re working on and overlook these items.So pay attention! These last few tasks are not the most glamorous, but they’re definitelyimportant. Make sure you’ve covered these last few bits so that as soon as you’re ready,the site is also ready to go live. Web123 Starter Kit
  28. 28. Part 5: Domain Not just anyone can buy a .au domain name! Only registered Australian businesses with qualifying ABNs are eligible to order them. One of the most important parts of any website is the domain name. What is the “www” address that you’d like to use for your website? A domain is like a street address for the internet – it tells the world where to find information online about your business. If you have an old website that you’re replacing, you’ll probably want to put your new website up in place of the old one on the same domain. If this is your first website, you probably need to purchase a new domain. Web123’s support crew can help you with everything you need to get a new domain registered. If you’re buying a domain for the first time, there are several factors to consider such as: keywords, whether a .au is right for you, ambiguity, variations, availability, and your competition. Some businesses may choose to have multiple domain names for one website, which is ok too. (For instance, and might both take you to the same website. That’s ok!) For more advice on how to choose a domain for your new website, read How to Choose the Best Domain for your Business. Once you have a domain you’d like to use for your website, you’ll want to get in touch with your web developers ASAP. The time it takes to set up a website on a domain may take anywhere from a few hours to several weeks, especially if it was purchased through a third party, so make sure to factor this into your Go Live plan. Getting your new website set up on the domain can be quite technical, but Web123 customers can send their details through to and our Support Crew will take care of it for you.Web123 Starter Kit P 028
  29. 29. Part 5: Email In most cases, you can still keep any old email addresses you used for your business prior to getting a new domain. Check with your email host (Web123) about how to create or set up email accounts. If your website is the face of your brand online, then your email address is your electronic signature. Once you have purchased the domain for your website, you can also set up professional email accounts on that domain. Think of how much more impressive it is to contact your customers from than from! All Web123 customers get free email hosting included with their websites, but if you already have email set up elsewhere you’ll need to check with your current host to see whether it’s a good option for you. If you do set up new business emails, make sure to let your customers, providers (and especially your web developer!) know of any changes.Web123 Starter Kit P 029
  30. 30. Part 5: Shopping Cart Forrester Research predicts Australian online retail sales will reach $33.3 billion in 2015. That’s a LOT of potential sales coming through your website! Being able to sell directly through your site is great, but there are a few additional steps you’ll need to make sure you’ve taken before you can go live. (If your website doesn’t have a shopping cart, you can safely skip this section.) Payment Methods The first step in setting up your shopping cart is to decide which types of payment methods you’d like to accept through the website. It doesn’t make much sense to send your customers through the entire order process without giving them a way to complete the transaction! You can have as many payment methods on your website as you want, but if you have a shopping cart you need at the very least one. If you have a Web123 website, the most common payment method options are credit cards, PayPal, and offline payment methods (e.g. direct debit or cheque). For each type of payment method you want to use, certain information from a third party will be needed to set that payment method up. For instance, if you decide you’d like to accept PayPal, you’ll first need to create your PayPal Business account. Then share your PayPal Merchant ID or your email address with Web123’s Support Crew to help you wire up that method in your shopping cart. Some payment methods, such as credit cards, can take some time to set up since you’ll need to make arrangements with your bank, so keep this in mind and plan accordingly when you’re scheduling your launch. Allow 3-6 weeks if working with a bank for your payment methods just in case. For a complete list of payment methods that work with a Web123 Shopping Cart and all the information needed to set them up, check out the Payment Methods Flow Cart.Web123 Starter Kit P 030
  31. 31. Part 5: Shipping While you may be worried about getting your shipping rates “just right”, it’s better to lose a few cents on shipping than to lose a sale over charging too much. The second half of setting up a shopping cart is working out how you’re going to deliver your products. If you’re selling physical products, shipping is an important part of your online sales equation. How do you plan on delivering your products to the customer? How much will it cost you to do that? If you aren’t using a shopping cart on your site, this isn’t something that you’ll need to worry about since customers will probably come right into your store after reading about you online. However, if you’re going to be selling directly through the website, your shopping cart system will need to know how to calculate what you’re going to charge for shipping. Your shipping rules need to do two things: Ensure that you aren’t losing any money on delivery. Packaging and postage aren’t free! So make sure your costs are covered by either factoring your expenses into the price of your products or setting up a shipping rate that has you covered. The other important thing your shipping rules need to do is to not charge so much that you scare off all the customers. You need to make sure you’re not losing money delivering your products, but just as importantly you don’t want to charge $20 shipping for a $10 t-shirt - you’d never get any sales! The Web123 Support Crew will need to work with you to create a formula for how you’d like to charge your customers for shipping. This might be something like $5 per item, or $10 per order, or maybe your system is a little more complex and you’d like to work out a way to price shipping based on weight. Maybe you’d like to include an option for local pick-up that doesn’t need shipping at all. You can do that! Whatever system of shipping you decide to go with, the Support Crew will just need some basic information to get it up and running – and it can always be adjusted later. For more information on how to price your shipping, read Web123’s Suggested Shipping guide. With a Web123 Shopping Cart, your shipping options are very flexible and can be changed at any time. That’s why we suggest starting out with the simplest method that works for your business, and making changes later on as needed.Web123 Starter Kit P 031
  32. 32. Part 5: Delivery Being upfront about your policies helps build consumer confidence. Do you offer guarantees? No-question returns? Brag about all the good things your business does that make you stand out. This part isn’t required to get your shopping cart up and running, but some businesses may find it helpful to create a page explaining what the customer should expect once they’ve place an order. How long should the customer expect until they receive the product? Through what service will it be shipped? Under what circumstances is it ok to return the item? While only some banks require you to explicitly explain product delivery or your refund policy, setting a page up with this information can be helpful both to you and your customers.Web123 Starter Kit P 032
  33. 33. Part 5: Checking it Twice One of the very last steps we recommend for any site going live is to double check EVERYTHING! Enlist the help of a friend or colleague who hasn’t been involved with your website to go through and point out anything that doesn’t seem quite right. A little constructive criticism can go a long way! Re-examine anything that your friend found confusing or problematic, and make changes where needed. The last thing you want is for a potential customer to end up on a broken link or finding leftover “filler” text on your site! Spellcheck and grammar check all your content to make sure you haven’t missed anything. Log out to view your site as the general public sees it, and make sure everything you want to be public has been published on the site. Click on every link, fill out every form. You want it to be perfect! Don’t overlook details like creating custom “Thank You!” pages for after someone fills out a contact form, or personalising the details that go out in an email from with their order information. If you have a shopping cart, create a $1 test product and go through the entire ordering process with each payment option to make sure that everything functions as you think it should. From Home Page to Check Out, the process should be streamlined and intuitive. Not only will trying this in advance point out any glitches that might have come up for a customer trying to purchase through your website, it will also help you understand exactly what process the customer goes through and what information they receive when placing an order. Remember, your website is the heart and soul of your business’s web presence. Before you put the site live, you want to make sure you’ve put your business’s best foot forward and that your customers are going to see exactly what you want them to see.Web123 Starter Kit P 033
  34. 34. Part 6:Marketing & MeasuringNow that you got a website put together, do everything you can to help people know it is there.You’ve put a lot of work into making your new site great, now make sure everyone knows aboutit! It’s not uncommon to think that once you’ve launched your website, the sales and leads willjust start pouring in. Unfortunately, it’s not always as simple as that!Once you’ve got your design done, your amazing content laid out, and your Calls to Actionready to roll, it’s time to tell the world about your new site. Web123 Starter Kit
  35. 35. Part 6: Getting the Word Out There are hundreds of techniques and methods you can use to let the world know about your website. Which ones are best suited for you depend largely on your budget and the amount o f time you have to invest in it. One of the simplest (and most overlooked!) means of getting traffic to a new website is… telling your existing customers about it! In order to get traffic online, start by looking offline. Tell all your family and friends about the new website and ask them to share it with their connections. When customers call your store asking for information, refer them to your website for product images or detailed specs. Add your new web address to all your print materials (business cards, flyers, banners, ads). Put a sign up next to your register or an announcement in your newsletter. Your personal connections can be particularly helpful for broadcasting the message as well. Send an email out to all your contacts and let them know the good news! Share a link on all your personal social media accounts. There are so many ways you can promote your website, the list is endless! For more ideas on getting the word out about your website, check out 47 Ways to Promote Your Website.Web123 Starter Kit P 035
  36. 36. Part 6: Getting the Word Out Facebook is projected to reach 1 billion members later this year. No matter who your market is, they’re probably on Facebook already! A lot of businesses focus too much about what their website says about their products and services, rather than what the website can do for their customers. Shift your focus to your customers and you’ll be amazed at the changes! Consider adding a Testimonials or Client Examples section to your site to highlight success stories. Your customers will be thrilled to be featured for their success (and will likely send all their friends the link to check it out!), and prospective customers will be impressed with the social proof of other customers who have benefited from your services. Where possible, add social media Share buttons, such as the Facebook Like button, which make it easy for visitors to share your content with the rest of their online networks. Creating social media accounts for your business can be one of the most effective and cost-effective ways of connecting with new customers. Casual and open interaction with your customers and prospects is a great way of building a better relationship with the customers you already have, while building rapport with your prospects - without sounding pushing or too salesy! Set up a Facebook fan page for your business to channel your business updates and attract new leads. Twitter is another great option for promoting your business. In brief 140-character messages you can send out updates about your business and industry. Twitter is the ultimate opportunity to establish yourself as an expert in your field, and can help you easily build credibility by making you a content curator. If your business is (or could be!) using video on your website, YouTube is a very powerful tool for driving traffic to your website. Social media accounts are frequently thought of like miniature extensions of your website. As you’re setting up your business social media pages, make sure you maintain consistency in design, language, and style - just as you would throughout your website and offline branding. This helps build your brand reputation online and make sure your business is the first thing that comes to mind the next time someone is in need of your services. To learn more about social media marketing strategy, download a short course in Twitter for Business and Facebook for Business Fan Page Marketing Secrets.Web123 Starter Kit P 036
  37. 37. Part 6: Measuring Success There’s a common saying in marketing, “If you can’t measure it, you can’t manage it.” How will you gauge the success of your website? One of the best ways to track what’s happening on your site is through ongoing monitoring of Statistics and Reports. A good Content Management System will give you a detailed look at which pages are the most popular on your site, as well as information on how visitors are getting to your site – such as links on partner websites, social media, or which words or phrases they are using to find your site. (On Web123 sites, you’ll find this tool in the Control Panel of your Gadget Bar.) For additional statistics, you might want to set up Google Analytics - a free tool that provides more in-depth analyses of the traffic on your website. If you know where your visitors are spending time on your website, you can focus on optimising those pages for conversions. Consider also what elements those popular pages might have that other parts of your site might not, and try to replicate those appealing aspects elsewhere on your site. Similarly, if all your site visitors are coming in from a partner’s referring website, you might want to negotiate a referral agreement with the site’s owner. Monitor which keywords visitors are searching for in Google when they find your business website - they might give you some great ideas for content updates! Use all the information in your site statistics monitoring tools to track which parts of your site are getting the most traffic, and especially which parts are getting the most conversions. If a certain eBook seems to be winning you all the sales over another one, place it front and centre! Continually revise your processes until you find what works best for you. Remember, just because you’ve got everything “done” on your site doesn’t mean it’s finished. You should always be adjusting and re-evaluating your online strategies, and tracking what’s working is the best way to do it right.Web123 Starter Kit P 037
  38. 38. ConclusionDon’t expect that once your site is live your job is over. Far from it! A website is acontinual work in progress. It will never be perfect; it will never be finished. Nurture andgrow your site by keeping it updated with news, images, and product updates. There isno magic bullet that works for every business website, so try different things until youfind what works best for you.If you’re a Web123 client, we’ll help make keeping your site fresh easy for you by rollingout new features or helping your master new tools through unlimited free ongoingsupport. If you’re not a Web123 client yet... Well, what are you waiting for! Get yourbusiness online and off to a strong, successful start today. Contact Us If you’ve got a question, need some help or just want to have a chat, call 1800 932 123 Web123 Starter Kit Follow Web123 on