Setting Up a Website

Need for a Dynamic Web Presence

The need for a Dynamic web presence has increased dramatically as consumers on the internet become more knowledgeable and more demanding in having their needs filled.

with internet technologies continuing to evolve rapidly, small businesses can easily create more interactive sites to engage their target audiences.

Static vs. Dynamic Websites - How they Differ

A dynamic website includes elements that allow interaction with visitors, builds relationships through dialogue, and personalizes the whole web experience.

Contrast this with a static, or "read only," site where there really is no way to know who your visitors are unless they contact you. whether you are designing a site for the first time or reesigning a current site, the goal of achieving a dynamic presence on the web includes incorporating a number of key interactive elements.

These Include:

• Driving Traffic to the Site (Reach)
• Generating leads (Engagement)
• Converting Leads to Sales or Action (Conversion)

Features of a Dynamic Site

• More Engagement. Taking a site visitor from a "reader" to an "engager" whether it is to fill in a form, download a document or complete a survey-opens up opportunities for you as a site owner to build a relationship.
• Better Access to information. Content can be delivered in a variety of ways (e.g. text, video, podcasting) to apeal to different senses and pique a visitor's interest.
• Quick retrieval. Incorporating a search feature will help visitors find the relevant information they are seeking much faster than having them scroll through reams of content.
• Automation of backend processes. this allows site owners to disseminate content easily and to receive user information more efficiently.

Dynamic Techniques

Here are some examples of dynamic ways to attract and engage prospects and converting them to life-time customers.

Reach 

• Social Media 
• Search Engine Optimization (SEO) 
• Link Building 
• Integrated Marketing 
• Mobile QR Codes 
• Newsletter Marketing

Engagement/Generating Leads 

• Download Forms 
• Subscription Forms (e.g. Rss, Email) 
• Commenting 
• Blogs 
• User Generated Content 
•  Rating/Reviews

Conversion 

• Transaction Purchase 
• Subscription Thanks 
• Variety of Payment Options 
•  Full and Visible Contact Details

Research and Planing 

In setting up a successful dynamic website, it is critical that you fully understand the needs of your target audience, the scope of your website project and the best methods to get ahead of your competitors.

Research how your industry is showcased online, how your customers behave there, and what your competitors are doing.

Understanding the Traget Audience 

Define the demographics (ege, inocme), Location, internet habits (comfort level with technology, method of access, where they congregate) and any challenges and information needs of those your are targeting.

Conduct Competitive and industry Research

Examine your cometitors' website in terms of content, design/layout, features and functionalities, and keywords, what are their strenghts and weaknesses?

Industry research includes reviewing trends and best practices to ensure your are up to date with the latest developments.

Choose a Web Developer or Do it Yourself (DIY)

There are software applications that offer a "one-click" setup process for creating an interactive site, with self-editing and already designed templates (e.g. Wordpress, Drupal Garden, Joomla and CMS made simple).

But if you want more customized applications or need someone to troubleshoot existing functions, you may need to hire a web developer.

Consider your comfort level with technology, your skill set and your available time when deciding whether or not to seek soecialized help.

Consider Usability and Accessibility 

Always keep your site users in mind, taking into account their comfort level with technology and site access methods (dial up vs. high speed, mobile phones, tablets, TV).

Be sure your site structure has a clear navigation flow so users can easily find what they need. consider the accessibility needs of user with disabilities.

Budget

Dynamic sites typically require the services of a programmer or web developer to create the interactive elements.

A major consideration is the amount of interactivity you want and can afford to put on your site. Dynamic elents have differing price points.

Guidelines for choosing a web developer/Designer 

• Do you line their style? are they able to create code from scratch or customize existing code to accommodate your needs?
• Who does the actual work? Is it outsourced or do they do it themselves?
• What is their customer service like? Where are they located can they be contacted by phone, or are they available only by email or by using contact forms? How quickly do they respond?
• Does their portfolio reflect the type of work that you are seeking?
• What is their process? How much involvement is there on their part post development?
• Are they experinced in programming dynamic content? That is, do they have a good understanding of XHTML, Javascript< CSS, Ajax, MySQL, SQL, PHP?
• Do they have a good team of associates who can provide extra services such as content writing, photography, videography and search engine optimization if they can't do it themselves?
• Do they have the business acumen to clearly understand your vision and apply the necessary technologies to meet your goal?
• What will happen to the backend of your site if you choose to go to another developer down the road?

Make sure this is written in the contract. Typically you will get your data but, in some cases, if you are not hosting your own content management system (CMS), you may lose the ability to edit your site in the way you previously did, until it is set up again in another CMKS.

Budgeting Guidelines for Dynamic Elements

Basic (less expensive):

• Subscriber section to collect names and email addresses for a newsletter subscription or free download of some valuable content.
• Blog set up with comment sections for visitors. Blog also offer a number of free plug-in and widget tools with interactive and engaging elements.
• Contact Us or Request for proposal/Quote form on your site.

Advanced (More functional and customized solutions, including database driven features that will be more expensive)

• Site search
• Business or service directory
• E-commerce - selling products or services online
• Customized and complex content management systems for self-editing
• JQuery or Ajax functional widgets like accordion menus, tab content areas, content sliders
• Surveys, calculators

Branding and Web Development

Staying true to your visual brand, your message and they way you do business is critically important when developing your web presence. your branding should go hand in hand with any web development you do, delivering a clear and consistent message and design across all media.

All of the interactive elements you incorporate, whether blogs, forms or other materials, should have a similar "look and feel" and reflect the professionalism of your business.

In developing your website, choose the right tools to support branding. they should be easy to use, the maintain and to update. keep scalability in mind in order to keep pace with your business as it grows.

Choosing Wisely

Many site owners also fall into the trap of adding more features and functionality to their websites to keep up with their competition but without really understanding how these elements will make a difference to their bottom line. it is good to stay current but choose wisely.