3. Consider incorporating a highly effective keyword
phrase of your offering, especially if your business
name does not reﬂect what you do. For example, a
better domain name for a company named ABC Ltd.
that sells specialty grommets via the Internet would
be www.GrommetSolutionsOnline.com rather than
4. Choose a primary domain name with a sufﬁx
like .com if you have a commercial company,
or .org for an organization, .biz for businesses,
.mobi for mobile, .info for information driven sites,
.net for networks and .me for personal. You can also
consider country codes like .ca if you only plan to
do business in Canada. You can purchase multiple
domains with varying sufﬁxes and then redirect
them to your primary account.
5. Note that most domain registrars will list alternative
names if the one you have decided upon has already
been taken. Domain names are sold in time allotments
of annual periods. If you are satisﬁed with the name
that you have chosen, consider purchasing a longer
time period. If you forget to renew your domain name,
you may lose it. Remember that you do not own your
domain name. Therefore, it is important that you keep
your records of access to your account and renew
before the expiry date so that you don’t risk losing
your web address.
For more guidelines on choosing a good domain name,
refer to the How You Can Profit from E-Business
handbook, pg. 29.
Even if you already have a domain name, it is
sometimes wise to purchase other names that can
be used for marketing purposes and also to prevent
your competitors from picking up keyword-phrased
domains (e.g. ABC Ltd. from point 3 above may
want to purchase www.SpecialtyGrommets.com or
www.GrommetsOnlineDeals.com when it is running
a reduced-price promotion).
2. Review Hosting Requirements
Review your website assets like videos, images,
FLASH and content and the required features you are
considering that may add needed resources for hosting
bandwidth and memory space. Make sure your hosting
has the necessary capabilities for dynamic features and
functionalities. Hosting review sites can give you a list
of options and considerations when choosing a host
provider (for example, www.topwebhostreview.net).
Also ask associates and suppliers for recommendations
and social media groups for suggestions about host
providers to consider.
When reviewing these hosting sites, consider bandwidth
speeds and larger memory space if you have videos and
images. Most hosting providers offer value accounts
that have ample space, but these are often shared by
others. For some features like e-commerce and other
applications that contain private sensitive data, opt for a
dedicated hosting service which offers speed, security
Cloud hosting provides businesses a choice of hosting
options. It differs from local hosting because of its ability
to spread the resources to maintain your website over
multiple servers, thereby managing peak load and
bandwidth issues. There are many host providers now
offering cloud host computing which gives site owners
ﬂexibility and control of a dedicated server service
without having to buy the equipment, and with better
uptime, better performance and less hassle. Check with
the host providers for costs and features. See Cloud
Computing booklet for Tips on Choosing a Cloud
3. Generate Content
Regularly adding new content or updating existing
content will keep visitors returning to your site and
improve your search engine ranking. On a static site,
the maintenance costs for a designer/developer can
become high with frequent updating. To circumvent
this, many sites are now being built with a content
management system (CMS), allowing you, the site owner,
to economically self-edit the content and keep the site
updated and fresh.
HOW TO CREATE FRESH CONTENT
It is one thing to want to refresh your site with
relevant, useful content, but sometimes quite
another to create that content. Many of your
content ideas will come from your marketing
initiatives and from analyzing site metrics, but here
are some ideas that can help you overcome a
“content block.” You may be surprised to ﬁnd that
you already have lots of great content that, with
some repurposing and rewriting, would work well
on your interactive website and social networks.
• Utilize customer comments and reviews for
creating case studies and testimonials.
• Create “how-to” videos to support products
• Share PowerPoint presentations, via Slideshare,
among your social networks.
• Repurpose existing content. For example, one
blog post can be repackaged for different
media—you can extract 10 tips from a blog
article and tweet each individually, you can
create a podcast using information from your
blog and you can put content on Facebook.
• Invite guest blogs or posts from respected sources.
4. Incorporate Interactive Tools
To engage customers and move them through the various
stages of the buying process, consider using a variety
of interactive tools. A range of customer contact points
can serve to gain trust and credibility by increasing
communication and sharing of knowledge to move the
visitor along the path toward becoming a customer.
Complementary campaigns, utilizing a combination of
ofﬂine methods (print, QR Codes) and online methods
(website, social networking, blog, mobile apps) that
reach out to your targeted audience will help keep your
business top of mind.
Once you have developed relationships with potential
customers and built your customer database, the door
is open to you to up-sell or cross-sell. The idea is not to
hard sell or try to immediately close a deal, but instead
to build a community of potential and existing customers
with whom you interact. This relationship not only
keeps customers loyal, but allows you to build on your
understanding of their wants, needs and motivations—
invaluable market insight for your business.
Current site design has moved from a static format built
by web professionals to “Create your own” or at least
“Self-edit” once a developer has set it up. This gives
much more control and ability to the site owner to
provide front-end user interactivity. Below is a chart
of a few examples of interactive elements that can
create a dynamic presence.
Examples of Interactive Elements To Create A Dynamic Presence
For Backend Site Editing with
Frontend User Interactivity
• Content Management System (CMS)
– Joomla, Drupal, CMS Made Simple, Business Catalyst, Word Press
• Searchable Databases
– Products, business listings directory
• Image Gallery Database
• News Management System
• Advertising Management Systems
• FAQ System
• Event Management
• Private-only, Password Protected Areas
For Social, Sharing,
• Facebook, Twitter, LinkedIn, StumbleUpon, etc.
– Relationship-building through community exchange
– Widgets (e.g. “like,” “share,” or “follow”) on articles/blogs to
– Icons on your website to increase awareness of social media activity availability
• Blogging article posts and distribution via RSS
For Calculations or
• Mortgage Tool Calculators
• Translation or Language Tools
• Project Management Tools
For Lead Generation/
• Contest Forms
• Newsletter Subscriber Forms
• Request For Quote Forms
• Sign Up as Member Forms
• Free Download Whitepaper, Articles Form
• Interactive Transactional E-commerce Interfaces (e.g. Drag & Drop
Products into Cart)
• Product Variation Selections
Spotlight on Key Interactive Elements
Searchable databases such as site wide search
functionality or even product catalogue searchable
databases and business directories help visitors ﬁnd
things on your site more quickly. Rather than scrolling
through static text for any reference to their search query,
they can easily search either by category or enter a keyword
phrase. In some cases (e.g. business directories), the site
may also offer visitors the ability to upload proﬁle content
for business listings. This type of interactivity should be
ﬁne tuned to ensure that the results are relevant to visitors.
Assessing the search queries can help you produce the
kind of content visitors are seeking.
Tool calculators, such as mortgage calculators, home
budget calculators, weight calculators, nutritional
calculators and translation tools, are good ways to
engage viewers and receive their input. These dynamic
and, if tied in with a lead generation form, allow you to
collect personal data and email contact information from
interested prospects and market to them. This is strictly
opt-in collection of data.
Blogging and social networking sites such as Twitter,
Facebook, Google +, YouTube and Flickr are engagement
tools that foster communication, moving you from
monologue to dialogue marketing by opening opportunities
to engage with your site visitors. These dynamic tools
offer comment postings, sharing of content and status
updates, interactive widgets and plug-ins, ratings, Q & As,
reviews and, in some cases such as Wikis, allow visitors
to input content (see the Social Media for Small Business
booklet and the Blogs for Small Business booklet for
Conversion tactics that foster interactivity include tools
such as lead generation forms for subscriber input, free
download of whitepapers, discounted products or services,
quick payment options, short contact forms and surveys
built with skip logic that increase usability, providing a
better and more fulﬁlling visitor experience.
Many factors such as usability, accessibility, web
architecture, consistency of brand integration with the
various media, and site optimization all play a role in the
success of developing a dynamic site. These rules also
apply when integrating new tools. Be strategic, choosing
only those that will help you achieve your business goals.
With new tools being developed daily, part of running
a dynamic website entails continuous learning, testing
with your audience and then updating and upgrading
new features and functionality as necessary.
5. Address Security, Privacy
and Legal Issues
Security. Collecting personal and credit card information
on your web or mobile site requires using proper software
and Secure Socket Layer (SSL) accounts to ensure
transmission of content is safeguarded. Dedicated SSL
certiﬁcates can be purchased as an add-on to your
existing hosting service (or bought when ordering your
web hosting if you are just starting out). They act as
built-in veriﬁcation systems of your ﬁrm’s identity in
order to give customers conﬁdence that you are valid
and trustworthy. To enhance your credibility, include,
with permission, industry association and Better Business
Bureau logos (see more details in the E-commerce:
Purchasing and Selling Online booklet).
Privacy. When asking visitors to input personal data into
• Disclaimer – Setting out the limits of your legal
liability. Disclaimers can be provided that clearly state
that while you try to keep the content of your website
current and accurate, you do not assume any legal
liability for the accuracy, completeness or timeliness of
any information provided.
• Trademarks – Protecting your Intellectual Property. You
can register through the Canadian Intellectual Property
Ofﬁce to enhance your protection (www.cipo.ic.gc.ca).
It is recommended that you have a written contract when
working with a web designer/developer that clearly covers
copyright and who owns what. Typically all content and
images, if sourced by the client, belong to the client.
What is questionable is the actual code used to build the
all belong to the site owner but there are times where
6. Get Indexed
After your site has been designed, developed and optimized,
it is important for your developer to submit an XML site
map (www.xml-sitemaps.com) to large search engines
such as Google and Bing. It is also a good idea to set up
Google Places (www.google.com/places) and Google Plus
Company pages (www.google.com/+/business) since both
aid in having Google bots index your site sooner rather than
later. Google builds in speciﬁc codes within their products
that seem to make it easier for them to be indexed. Setting
up the foundation of an optimized site following the search
engine guidelines is very important (see the Increasing
Traffic to Your Website through SEO booklet). Each time you
update major sections of your site or add new features and
functionality, it is wise to have your developer revisit your
optimization set up and re-submit an XML site map. You
or your developer should set up a Google/Bing Webmaster
account to manage this submission (www.google.com/
7. Market Your Website
Now that you have a great website, you want people to
know about it. Develop a strategic marketing plan for
your site, including speciﬁc goals and objectives. While
you should promote your website in all of your marketing
efforts, here are some strategies that work particularly
well in the online world.
TOP 6 WAYS TO MARKET YOUR
1. Use SEO to ensure your site is top-of-search
(see the Increasing Traffic to Your Website
through SEO booklet).
2. Publish content on social networks like LinkedIn,
Facebook and Twitter.
3. Conduct e-mail marketing to draw people to
4. Do content marketing, such as submitting
articles to e-zines.
5. Advertise online to broaden awareness and
generate web clicks.
6. List your website on all of your printed
materials (stationery, business cards,
brochures, newsletters, ads, etc.).
Documents you may be interested
Documents you may be interested