What type of website is right for my business?

From a simple homepage to a sophisticated webstore, most businesses now recognise the need for some kind of corporate website. But deciding on just which type of site is right for your business can be the key to establishing a really effective internet presence...

The three kinds of website

There are any number of commercial websites, but they can usefully be divided into three distinct categories:

1. Simple homepage – this works as a simple communication tool
2. Showcase website – for those organisations who require a more detailed explanation of their product range
3. Online webstore – if online sales are required.
   
   

Homepage

This is the online starting point for many companies. Having a homepage is like putting your business card or flyer on the web. It can be used to keep in touch with existing customers and to attract new ones who are browsing the internet. A good homepage includes the following:

• Business name and logo
• Brief description of your business activity
• A summary of your products or services
• Contact details such as your business address, telephone number, email address and a contact name
• Opening hours - if applicable
• Photographs of your products, services, or business activity
• A request for feedback.

This type of website is particularly suitable for companies aiming at local customers and businesses which offer a straightforward range of products and services – a dental practice or cleaning service for example. It is also a cost-effective option because it will need minimal maintenance and rarely need updating.

Showcase website

This is the equivalent of putting your product brochure or catalogue online and it will contain all the same information as a homepage with the addition of more details and pictures concerning individual products and services, spread over an appropriate number of web pages.

Although it offers greater depth, always keep your site simple as internet users have a short attention span. Don't make navigation too complicated – the fewer clicks it takes users to find information the more they will appreciate it.

If you do not want to trade online but do feel that your product range or service could benefit from more detailed explanations, this is the solution for you.

This option is more expensive than a simple homepage because you will need to update it regularly with new information, products or services. If you are paying an outside company to host your website, ensure that the site can be regularly updated as and when you like.

Online store

If you feel that you and your customers are ready to do business online then the ultimate e-business solution is to set up an online store. This will also be advantageous if you plan to become involved with electronic supply chains.

Some products – such as information, software, and images are ideally suited to e-business as they can be delivered directly over the internet. But if your product or service is more conventional, online trading demands that you consider these key issues:

• Can you fulfil a customer order – ideally within three days – anywhere in the country?
• Are you willing to set up a customer service department to deal with problems, late deliveries, refunds and exchanges?
• Can you not only operate payments with debit and credit cards, but also convince your customers of the security of these transactions?

Whether you decide on a regular website or an online trading presence, a good first step is always to put up a professional looking homepage whilst your more sophisticated incarnation is in development.

Talking to others in your industry about what they have learned from their internet experiences can also be a good way to avoid the pitfalls you may face. Your trade or professional association could help here.