PrairieFoxWeb.com

The small business owner’s guide to getting a website

© Copyright Prairie Fox Web Services 2014

How much does a website cost?

What is a CMS?

Designing for a CMS

Your website as a marketing tool

Website goals and tactics chart

Security

Search Engine Optimization

Analytics

Mobile

Design

Photos

What to do with your new site

Thank you

In this ebook:

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© Copyright Prairie Fox Web Services 2014

The first question you probably want to know about getting a new site for your business is how much does a website cost?

There is no easy way to answer that question because the price varies so greatly. You can build your own site with online tools for free, or you can hire a top web design agency for hundreds of thousands of dollars. And then of course, there is everything in between.

In my experience, the average website, when professionally done from a web design agency, costs around $4,000 - $6,000 CAD. Some freelancers will do it for less as they have less overhead expenses. This is a good chunk of change for a small business owner. Why is it so expensive? There is a lot more to a website than just what you see on the front end. Your web designer needs to deal with everything from hosting, security, software updates, SEO, and analytics, to design, user experience, development and more. You get what you pay for with a professional website and you (and your customers) will notice the difference.  

Your website is your virtual store front. For people who have never been to your business, it is their first impression of you. Looks really do matter, and your website will be a reflection on your business to your customers (and potential customers).

How much does a website cost?

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© Copyright Prairie Fox Web Services 2014

Most websites nowadays are built using a CMS. CMS stands for content management system and it is exactly what the name sounds like: a system that helps you manage your content. A CMS makes it really easy for people to update their website, even if they know nothing about web development or HTML. A text editor is often used which allows you to format your content how you want it to appear. Editing content on your website becomes as simple as editing a Word document.

Your web designer might provide training on how to update your website, or you may have to figure it out on your own. With popular CMSs like Wordpress and Joomla, there are many resources online that will make it easy to learn. Some web design agencies have built their own CMS, in which case you will not be able to learn from anywhere other than the agency.

What is a CMS?

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Wordpress, Joomla, and Drupal are some of the most popular Content Management Systems

© Copyright Prairie Fox Web Services 2014

A designer that works with a CMS will generally design and develop a custom template for your site so that it is unique to your business. Some web design companies, however, will simply install a pre-made template (usually a paid one) for you and make a few customizations such as changing the colours and adding your logo. These sites tend to look a little more basic and won’t match your branding as well, but they should also be less expensive.

Designing for a CMS

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CMSs use templates or themes to determine how the website looks. Changing the template does not change the content (or text) that is in a website. You can upload new templates whenever you want and the design of the whole website will change while the content stays the same. You can find free templates online for most of the popular CMSs, and there are also many paid templates which tend to be better quality.  

© Copyright Prairie Fox Web Services 2014

A big mistake I see business owners make when getting a new website is that they only see their website as an online brochure, and don’t realize what a powerful marketing tool it really is. Marketing has evolved drastically even in the past few years, and the internet has become an important asset that all businesses can leverage, no matter what industry.

Before you get your site developed, it’s a good idea to figure out how it is going to fit in your overall marketing strategy. The best way to do this is to find someone who can develop a digital marketing strategy for you. This will include all your online marketing efforts such as social media, online advertising, email marketing, and more.

Many web designers and agencies can now help you do this in addition to developing your website. The best way to find out if your web designer is in tune with the latest in online marketing is to check their blog and social media (if they don’t have either, then there’s your answer).

A beautiful site is great, but one that looks amazing and boosts your bottom line is even better.

Your website as a marketing tool

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Your website is the most powerful tool in your

online marketing toolbox - so take advantage of it!

© Copyright Prairie Fox Web Services 2014

There are so many different ways that you can use your site to market your business, that it can be hard to know where to start. On the following page, I’ve created a chart with some ideas on how your website can help you achieve your business goals. This will help you be a little more prepared when you meet with a web designer because you will have more of an idea of what you need on your site.

You can talk to your web designer about any questions you have about these features and which ones are right for you.

Website goals and tactics chart

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© Copyright Prairie Fox Web Services 2014

Well-branded website (with your logo, colours, fonts, design elements)Site must make it clear who you are, what you do (within seconds - no long paragraphs of text)Utilize SEO and social to drive new trafficStart a blog to drive traffic

Professional, well-made website Includes social proof (i.e. Testimonials, portfolio, etc)Have copy that defines how you want to portray your brand

Build sales funnels into your siteCollect leads with a lead magnetHave an ecommerce store (for product businesses), or quote request form (service businesses)Use A/B testing to reduce friction in customer conversion

Add a support feature such as live customer service chat, or help desk/support ticket toolsCustomer service contact info (such as phone number) should be easily accessed from all pagesHave a Frequently Asked Questions (FAQ) page to address common customer concerns

Feature customer contentPromote a loyalty/rewards programStart an online community or forum. Use features such as comments, to promote interaction with your audience

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TacticsGoal

Brand Awareness

Reputation

Customer Acquisition

Customer Service

Customer Retention/

Loyalty

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