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Don Cranford Web Marketing: Issue 1
By Don Cranford

As the Internet becomes more prevalent in our society, it has become commonplace to turn to the Internet for shopping, finding directions, researching products, and even to find a church or seek answers to spiritual questions. As businesses and other organizations begin to understand this dynamic, they are increasingly beginning to recognize the importance and the need for an effective web presence – not just a web site, but a real presence on the web.

A web presence is more than just a nice looking web site with fancy graphics or flashy pictures. It is a way to connect to your audience and draw them in. An effective web presence provides a way to build trust in your organization. It explains how you can meet their needs and why they should choose to do business with you.

Therefore, it is essential that your website reflects who you are, your qualities and your personality as a business. If not, your website may be the visitor’s only impression of who you are.

Having a quality web presence is essential to a successful online endeavor. Just as having a quality, polished resume is essential for a job seeker trying to get that first interview, having a quality professional website is essential in getting that first call from a prospect.

Therefore, it is essential that your website reflects who you are, your qualities and the personality of your organization. Your website may be the visitor’s only impression of who you are.

Our goal is to aid you in developing a more successful web presence. We will equip you to better reach your audience. The more educated you are in your approach the more likely you will be to succeed in your efforts. And ultimately, the more successful you will be in making your organization stand out in your unique marketplace.

Key things to consider:

  1. Set your website goals. These should be directly in line with the main goals of your organization. Make sure they’re measurable. Establishing your website goals drives the rest of your decisions on content, features, design, and more.
  2. Target your audience. This helps you center on their needs. Determine their demographics and what would appeal most to them.
  3. Focus your content. Sites need substance. Your content should meet your audience’s needs and to help them make informed decisions.
  4. Express your reality. Your web presence is a reflection of who you are. Show that you pursue excellence in all you do. Explain your relevance and keep it consistent through all of your printed materials.
  5. Streamline your design.
    • Navigation. Clear, consistent navigation makes it easy for your visitors to find exactly what they need.
    • Graphics and other Design Elements. A picture is worth a thousand words. Use graphics strategically to better convey your message.
    • Layout. Visitors will rarely be patient enough to read long, drawn out pages. Providing headings and quick, concise content allows readers to obtain the basic information and determine whether they want to read further.
    • Accessibility. Your website should be available to as broad an audience as possible. Consider those with vision impairments and those who use wireless devices, such as cell phones and PDA’s. You don’t want to miss out on large numbers of people because your website isn’t appropriately equipped.
  6. Increase your traffic. You want people to find you. Consider search engines, links from other sites, printed use of your web address, using your own branded email, and other strategies to drive traffic to your site.
  7. Call to action. Ask for their business and encourage them to contact you. Make it easy. Provide multiple ways to contact you.

The world isn’t static. Reconsider your web presence every six to twelve months. If you have added new programs, products or services, this will enable you to stay in step.

We are dedicating this newsletter to being a ‘katalyst for your online success.’ We welcome your feedback: This email address is being protected from spambots. You need JavaScript enabled to view it.. Stay tuned for upcoming issues as we explore each of these areas in more depth.

We would love to assist you in taking these essential steps. Call us at (703) 972-9134 or contact us via email.

Donald Cranford has been in Marketing, Product Development and Product Management in the technology industry for 14 years. He founded Katalyst Solutions in 2004 to assist small businesses, non-profits, and churches in succeeding online.


“From the beginning, Katalyst listened to our needs and developed a site which exceeded my expectations.”
– Richard Whidden, Jr.
Executive Director
National Law Center for Children and Families

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