What is Internet and Web Presence
& Why does your Business Need it?

Far Beyond Web Design and Web Development

Most business owners know they need a web site. It's hard for even the most stubborn to ignore the Internet these days. However, many people still think of their company web site as a billboard for their brand. Or perhaps it's just another media to save a sales brochure in.

They're missing the big picture. They have a web site not web presence. I think everyone knows what a web site is, though there are a myriad of possibilities for how it might look or function. It could be anything from an online store to an interactive community, or something in between. But what is web presence and how do we establish it in today's era of internetworked online communities?

Web presence might appear to start out with the same foundation as a web site. Some computers, image files, and some fancy HTML code right? Those are certainly elements, but the foundation of web presence is a targeted business concept that revolves around a specific niche market. From that a web site is built using specific keywords that define the market.

Without keywords our web site will undoubtedly rot in desolation until its content is outdated or the hard drive it's stored on spins its final revolution. So it takes more than fancy graphics, it takes targeted keywords populated in just the right manner. All of this requires detailed research to find the best keywords for the market. That's the first real step in establishing web presence.

With the foundation laid, assembly can begin on the site itself. But do we simply put together something that organizes all the information effectively? Clearly it needs to be visually appealing, but isn't there more to it? The answer is a resounding yes. There's a lot more to it, and it's not something that your typical web designer will understand.

There are visual elements to a web that can make a huge impact on your sales. Just like the headlines are massively powerful, so are things like proper whitespace and navigation. It's not enough to copy a professional-looking web site. If you're going to copy a site, copy a site that you are certain is pulling in money directly.

This is only the tip of the iceberg. Web presence is nothing without actual visitors to populate the site and be “present.” That means driving massive traffic to the web site. Much of that is going to depend on the keywords chosen during the earliest phases, and how those keywords are used.

The site's traffic success is also going to depend on the establishment of a network of support for the site from outside sources. This is what creates value and ranking for the search engines. Chances are it's going to cost some money to really draw in the crowds. That means setting up a comprehensive, well-coordinated advertising plan for the site, which may include pay-per-click ads, affiliate networks, media buys, and even offline campaigns.

Traffic is only the beginning of the real work though. The site has to do two primary things well. First, it has to capture leads and second it must convert those leads into buyers. Part of the conversion process is handling the captured leads properly, for example using email auto-responders to stay in touch. The first part relies mostly on the site design, headlines, images, videos, and other content.

While I would say it's not essential, creating social interaction on any web site adds a whole new degree of presence to the web. Sites that incorporate community-based features, such as ratings, comments, and social interaction with the key elements of the site often experience explosions in new visitors and better retention of visitors. With better retention comes a higher sales conversion rate.

When you have the following characteristics you have more than a web site, you have web presence:

If your site is missing any of these, then it's probably just a web site. A little luck could probably replace a few of these. But only with all of these can it truly be termed Web Presence.

Here's what's important to take away from this. Your web site should be a machine that's built and optimized to bring in leads and customers, and ultimately to put cash in your bank account, either directly or indirectly, depending on the type of business. Anything short of that is just a random billboard or brochure in electronic form.

Because these criteria are so interlinked it's imperative the foundation be laid properly from the very beginning. This means a typical web designer should not be creating your web site. Web designers know HTML and graphics and other elements necessary to create web sites. They very rarely know what it takes to create web presence.

If you want web presence, go to a professional who specializes in internet business not just HTML and graphics. Let that professional guide the hands that actually create the files of the web site.

Get more information on Web Presence, including packages and solutions