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Introduction to "Creating Web Presence" by Lori Goodman :: 03/23/2011 Everybody has to start somewhere. For the business owner the online world can seem simultaneously complicated and simple. There’s A LOT of "stuff" flying around out there and it can feel like too much sometimes. It became far less overwhelming for me when I learned to categorize data into what's important to my business and what's not. How you define important is entirely up to you. I like to keep it simple until I have a better understanding of what it is and how it will help my business. We're not all wired to be natural marketers, bloggers, Tweeters or Social Media royalty. To some people it can be a techno-nightmare, very confusing and simply too much to get our heads around. I’m with you on that. For a few years when the Internet "caught on" the online world became extraordinarily complicated. There was simply too much too fast. In recent years the best and brightest talent rose to the top of the heap to shine. Much of the annoying noise was squelched and life on the Internet calmed down to a quiet roar. It's Not That Hard It seems intimidating to learn new things when you're already swamped, but trust me it's not difficult. Most people can understand the basics of the most important online stuff - the stuff they need to know. It’s obvious by the infinite masses of web content that many already do. Not everyone executes perfectly but that’s the beauty of it. Anyone can do it! (Maybe not everyone should, but certainly anyone can!) The slogan for my graphics and web design company is "It's Your Website | Complicated is Overrated". Tattoo these two concepts into your brain and you’re halfway there 
Concept 1: It's your website Yes it is. It’s your online presence. Yours alone, not the neighbor down the street's or your web master’s, or your competition's. Don't copy what the other guy is doing. In this age of transparency your website reflects who you are more than ever. The best sites blend the right combination of information to give your audience a tasty bite of who you are as an individual, as a professional and as an organization. You are a key function of that equation. Don't let that scare you. Whether you're a veteran or greenhorn to all this "new" stuff that’s buzzing off everyone's tongues, you don't have to feel like you've been double-dipped in chum and thrown into a pool of sharks. Really, it's OK to proceed with caution. By all means, stick your toe in and see how it feels - take it one step at a time. Then again, if you're hell-bent on launching a multi-media blitz with the hopes of slamming a mainstream web audience fast and hard with your message - timid and careful won't cut it. That’s when you seek out a reputable firm with a great track record to help take you where you see yourself going. The key word is help. You will have some work to do on your own and some initial learning if you want to do it right and stay in the game longer than 5 minutes. The Web is Fickle Actually, the web isn't fickle, people are. You already know that. What you may not realize is that your web content will either make or break the fragile connection you first make with anyone who discovers you online. It is imperative that the web designer or marketing firm that helps you establish your online presence also shows you how to keep your content dynamic and current. Web content has a short shelf-life. It only works past right now when it continues to be dynamic and interesting; engaging. For some, having a glorified business card online is good enough. It's easy. It's cheap. It's safe. And it's old school! Ignoring what's going on today in the online world is a huge mistake for any business owner. When you do that you're wasting an incredible opportunity to blast past your competition. These days it takes more than a great product or service to get and keep people's attention. Increasingly, your customers want a piece of YOU. Set Yourself Apart It's your website. It's your content. If someone else is creating all of it for you, it's not you so why bother? Coming up with content that's yours doesn't have to be "work" in the normal sense. Every entrepreneur knows that work doesn't really feel like work when it's something you love doing. You may not love to write, but who doesn't love to talk about what they love doing? That's a great place to begin creating your great - unique - online presence. Concept 2: Complicated is overrated Screw complicated. Complicated is confusing. With voice-to-text programs widely available and blogging programs becoming so simple that people's pets are creating content, there's no excuse anymore. If you want to be online and do something worthwhile to build your business, get your hands dirty, carve out the time and commit to it. True entrepreneurs are adept, if not agile. You see your business in terms of where you want to go and what needs to get done then you find a way to get there even when no path exists. If you're passionate about your business and not a lazy SOB who wants everything done for you you'll stand a very good chance with a little coaching. (If you're really that lazy, put yourself out of your misery and get a job!). If you honestly don't know where to start, don't feel intimidated. Everybody is new to this at one time. And most people are getting it. You can too. Don't Try Everything At Once In 1997, Google's über-simple search page¹ proved what I spent years urging my web clients to do. "Less is more! Don't overdo it! Keep it simple!" That's still my mantra and the advice I give when asked. There's a tendency for people new to the web to put too much on their website. Here are a few things to keep in mind: • Start small, build on what works for you. Don't set yourself up for failure by trying to do too much too fast. Too little is better than too much on your website. Your customers will thank you for it too. • Some of the best content comes from YOUR place of passion. Think about what you're in business to accomplish and begin to formulate some ideas. Go back to your business plan. Take another look at your mission statement. If you don't have one, you can write it with the help of your designer and incorporate it into your website. • No matter where you start or what you decide to do, keep it simple - don't overbuild. In upcoming posts I'll share my experience in creating great content, how to hire a great web designer or design firm, finding the right website style and type for your project. I'll help you find a reliable hosting company, plus a whole lot more tips and tricks straight from the brain of a long-time designer. Always, no matter what you're doing, have fun! ~ Lori Goodman ¹ http://www.google.com/corporate/history.html Back to Articles [In the works: Find me on Facebook & Twitter for content updates] 
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