Website design: What do I need to know?

With the new millennium upon us, there is a buzz surrounding the Internet and the idea of establishing a Web presence. With the Y2K scare coming to an end, CPAs can now focus a portion of their resources on productive issues revolving around building their businesses. A well-designed Web site may be the perfect way to help take your business to the next level.

As more families and businesses become connected to the information superhighway, it is increasingly important to build a strong identity on the Internet. The possibilities are endless as to how you can share information with your prospective and current clients. In addition to offering an interactive billboard to visitors, a site can make your business more efficient in a multitude of ways. Whether it be the cost savings of a bulk e-mail to your clients or an online advertisement to help recruit new employees, a flexible Web presence can do wonders for your business needs.

Web sites are becoming an extension of the marketing efforts that once were limited to print media, radio and television. On the Web, you can establish a 24-hour promotional presence to not only sell your services, but also provide "virtual customer service." The more productive you are through your Web site, the better the ability to build your business relationships.

The power of the Internet boils down to this - all firms of all sizes can compete equally on the Web. You are limited only by the boundaries of your own imagination.

When desigining a Web site, it is important to take time on the front end to examine your goals and develope content that will help illustrate your message to the world. Many companies who have been ahead of the curve in developing a Web present began with a version of a company site that was basically an online business card,

However, as with any new invention, experience yields innovation and improvements. As computers have become exponentially faster, Web design tools have consequently produced more powerful and effective Web sites.

Several industries have proven to be successful on the Internet. In the financial services industry, many innovations have improved corporate Web sites. First generation Web sites for companies like Vanguard or Schwab offered static content such as an online prospectus and fund valuations. But as larger companies began to outsource Internet development, the online content has improved and the overall company efficiency has gone up. Today you can see new features like real time quotes, online planning tools, streaming video seminars, and online job postings. Another example is the business model for Web portals (or one-stop information resources like Yahoo or Excite). By building a location that can offer personalized information like news, sports, stock quotes, search capabilities and weather, a company can quickly begin to generate revenue by displaying banner advertisements to their Web visitors.

Accounting Site Ideas

As a CPA, there are still other facets that need to be highlighted when creating a Web site, You may want to start by sharing information about yourself and your company.

Explain who you are and what sets you apart from your competitors. A logical transition can lead to partner information and support staff biographies. This can be seen as your interactive business card or online brochure.

In addition, you could publish an online newsletter that can be seen by all of your clients for a fraction of the cost of researching, writing, designing, printing and delivering a paper newsletter. Many of your clients may then choose to keep archives online for future reference.

The customer service aspect of a Web site can also be very powerful. Frequently asked questions that often take valuable time away from your staff can now be accessible online 24 hours a day. Further, your staff can refer people to the Web site for directions to your office.

Next consider the idea of building an online community. Give people a reason to visit your site once, then give them reasons to continue to visit. Successful sales occur with repetition over time. This can be accomplished with something as simple as an "Ask The Expert" section, where accounting questions can be answered online and frequent questions can be archived for all Web site visitors.

The popularity of the Internet continues to grow as more and more people begin to distribute free information. You may want to consider offering tax tips online. Online tips for a certain software package that you support or recommend can help to increase traffic to your site, which may lead to new clients.

Another great way to build "community" online is accomplished with resource links. Offering your clients and potential clients a centralized reference list to online information will increase the chances of repeat visitors. Organizing information as it appears on the Internet about taxes, finances, law, banking, associations, local events, and even sprinkling in some fun will help to keep people interested and coming back for more.

Finally, you can attract visitors to your Web site by promoting events such as company-sponsored seminars. Integrating a discount for online registrations or even a random prize drawing can help boo and even increase your seminar turnout.

Many are exploring the opportunity of presenting video seminars in real time online. If you serve a specific niche market, there may be nationwide revenue opportunities available to have an online seminar presented to clients in a special section of your Web site that is password protected.

Creating the Site

The ideas for a customized Web site are endless, and it is best to speak with a professional developer who can help build a site that conveys your corporate image, is technically functional, attractive, and within your budget.

With Web developers on seemingly every corner, it is important to find a company that will help you to reach your goals. If you are looking for a local company, you might begin by flipping through the Yellow Pages or talking to your Chamber of Commerce. If physical location is not a concern, the number of multimedia design firms available is almost limitless. Many of the best Web sites have contact information about the firm that designed them. You can often click right through to the firm's Web site to learn more about them. Using an Internet search engine may also help to narrow the field of designers.

You may also decide to design the Web site internally. With some inexpensive software, you can begin the task of designing and programming your own Web site. The tradeoffs for designing a Web site in-house are that you must dedicate billable hours for learning HTML (hypertext markup language) and programming the Web site, and the resulting pages may not look as attractive when designed by someone with no art training. Two excellent programs to assist in a do-it-yourself approach are Adobe Photoshop and Macromedia Dreamweaver. Each of these software programs can be purchased at any computer store.

Once your Web site is up and running, the lnformation. in it must be maintained. Maintaining your Web site involves keeping timely content current. In our "sound bite" society, people will quickly move on to other resources if they feel that a particular Web site is not providing fresh content. Think about your own habits when you navigate the Internet. Are you likely to frequent a Web site that was last updated in January 1998?

Promoting Your Site

The final area to explore when developing a Web site is the marketing effort. If you build the greatest Web page and no one knows that it exists, it is nothing more than an island.

There are many ways to publicize a new Web site. Some methods are more traditional, like updating business cards and letterhead to include the new domain name (www.yourcompany.com). In fact, anywhere that you can mention your company Web site address will help to build brand awareness. Let people who call after hours know about your Web site through the office answering machine greeting. Send out a company promotional item, like a mouse pad or memo cube, that celebrates the launch of the new Web site. Be creative it gets you noticed.

Marketing efforts have also gone high tech with the Internet. There are volumes of books published each year that teach how to promote a Web site. Most local bookstores carry several titles that can help you get your site registered with major search engines, as well as begin a "guerrilla marketing assault" to drive visitors to your new Web site.

What does it take to get a Web site listed on a search engine? And how can I get the highest ratings? There are many techniques that are used in the initial Web site design and interior coding that can improve search engine results. You might focus on doorway pages that state the subject matter of your site specifically. You can also code your site with "mega-tags" to prioritize topical key words, which will raise the chances of people finding your site. It is important to realize that each search engine has its own unique algorithms that attempt to categorize Web sites. The better you understand each search engine, the more effective you can be in designing a site to match the search engine's criteria.

To develop a Web site for your business, you should begin by writing down goals that you are trying to accomplish with a presence on the Internet. It is very helpful to review your competitors' sites to see what they are doing. Spend some time online to see how other similar businesses are promoting themselves. Finally, consult a professional Web site designer and develop a game plan to take your company onto the information superhighway.

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