• Lindsey Fair launches new eBook! K.I.S.S Web Planning Made Simple is a short and easy to use web marketing workbook. Find out details and order this low cost, easy to implement book at www.interkingston.com

There are many different types of websites out there, with many different goals and purposes. Before jumping on the band wagon of getting a website, you need to evaluate what it will do for you. In our workshops we talk about establishing a site goal, and as we've determined there are only three site goals: save you time, save you money or make you money. If your site will not meet one of these then is it really worth it? If it does, where do you go from here?

Depending on which goal (and it can meet more then 1) your site is working to accomplish you must establish a plan on how to achieve this. For example:

If your site is to make you money --> is it set up to receive financial transactions online, does it have a security component, does every page point to the order page, does it entice you to order now, does it provide a good, clear call to action? These are all things you should look at. If you already have a site, take a look at it and see if no matter where you are is it easy to order, and find the products you need? A good example of a money-making-site is the new Holiday Inn website, www.hikingstonwaterfront.com.

If your site is to save you money --> does it have downloadable forms, can your clients get their invoices or project details online, does it cover more information then a brochure would, can you send client emails thru your system, is it well marketed in search engines & link directories, is it easily up dateable by your staff? Saving you money is usually also a component of making you money or saving you time. When you use your site, does it consume your time, or does it help your staff do their jobs easier? A good example of a saving money is the Boiler Room Climbing Gym's, www.boilerroom.ca, the site is able to do a lot of the gym's administrative functions.

If your site is to save you time --> are automatic news feeds incorporated to ensure your site is always up-to-date, does it send you email when targeted customers login, can you update certain sections on your own without having to contact your web designer, do your customers use your site as a communication tool between you and them, can you print sales materials while on the road, does it answer basic questions for your customers - so they are educated before you speak to them? As an information tool, websites can ensure that your clients know what to expect from you and only call you when they can't get specific details, by that point they're on their way to buying. A good example of a saving time site is 8020 Info Inc. www.8020info.com.

Before launching your online campaign, establish it's goals, and make sure to answer some of the important questions. Most importantly, review it on completion to make sure that these goals have been achieved.

SEO is an abbreviation for "search engine optimizer." Many SEOs provide useful services for website owners, from writing copy to giving advice on site architecture and helping to find relevant directories to which a site can be submitted. However, there are a few unethical SEOs who have given the industry a black eye through their overly aggressive marketing efforts and their attempts to unfairly manipulate search engine results. While Google does not have relationships with any SEOs and does not offer recommendations, we do have a few tips that may help you distinguish between an SEO that will improve your site and one that will only improve your chances of being dropped from search engine results altogether.

Be wary of SEO firms that send you email out of the blue.

Amazingly, we get these spam emails too:

"Dear google.com, I visited your website and noticed that you are not listed in most of the major search engines and directories..."