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<td valign="top" width="35%"><h3>Web site tips</h3>
<h4>Here are some guidelines for things to consider
before putting up a web site.</h4>
<h4>Some brief recommendations</h4>
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<td><font face="Futura Bk BT"><strong>Mistakes</strong>
are easily made by companies who put together a Web site
without a full understanding of how users access
information on the Internet and how they can achieve
their objectives. </font><p><font face="Futura Bk BT">Our
objective is to plan, design and maintain Web sites which
are, above all, commercially successful. Sites which set
measurable objectives and deliver results. We can advise
you on all aspects of marketing on the Internet and the
most appropriate on-line techniques for attracting
visitors to your site and fulfilling your objectives. </font></p>
<h3><font face="Futura Bk BT">Important Considerations</font></h3>
<h4><font face="Futura Bk BT">How will clients find your
site?</font></h4>
<p><font face="Futura Bk BT">The single most important
question to address when planning any Internet activity
is "how will users find our site?"</font></p>
<p><font face="Futura Bk BT">A commonly held belief is
that publicising the URL (Internet address) of a site in
traditional media will take care of this and is
sufficient to pull visitors in. However, we believe that
this is actually the least most likely way that a user
will find a site and it is, in any case, self selective,
limiting visitors to the number of people who see the
publicised address.</font></p>
<p><font face="Futura Bk BT">Web-space spends time with
each new client explaining how on-line search mechanisms
and directories work and identifying suitable
opportunities that exist to set up two-way links between
client sites and others attracting high traffic.</font></p>
<p><font face="Futura Bk BT">It is only after ensuring
that each site is easy to find by Internet users
interested in the subject that its success can accurately
be measured. Internet activity which has been written off
as unsuccessful has often, in our experience, been linked
to sites which have not been promoted and publicised
adequately and which are consequently very difficult to
find.</font></p>
<h4><font face="Futura Bk BT">Content</font></h4>
<p><font face="Futura Bk BT">The Internet culture is
based on information freely provided. Users find sites by
what we call "directive stumbling" i.e. they
are looking for a specific piece of information and come
across a company in the process of that search. </font></p>
<p><font face="Futura Bk BT">Early commercial pioneers on
the Internet produced what amounted to electronic
brochures but this was not enough to build visitor
loyalty and keep them coming back. We advise clients to
look at what genuinely useful information they already
provide in the form of newsletters or leaflets and then
look at making these available on-line via a Web site. </font></p>
<p><font face="Futura Bk BT">In this way users access the
site to view information they want and have the branding
of the host site re-inforced. </font></p>
<h4><font face="Futura Bk BT">Freshness</font></h4>
<p><font face="Futura Bk BT">Developing a Web site is not
a one-off exercise. Research has shown that users visit a
site as often as they think it is updated. i.e. if they
believe it is updated weekly they will visit weekly. </font></p>
<p><font face="Futura Bk BT">While the site is live it
can be visited any time day or night by the
organisation's customers and, if it has not developed or
changed, users will quickly conclude that there is no
real commitment to the Internet medium and will stop
visiting. </font></p>
<p><font face="Futura Bk BT">Web-space can advise on how
to plan an efficient programme of updates and development
over the lifetime of a site and how to build in regularly
updated features which will increase site traffic over
time.</font></p>
<h4><font face="Futura Bk BT">Contacts </font></h4>
<p><font face="Futura Bk BT">Internet users expect to be
able to contact the site owners of sites they are
interested in and receive a response promptly. </font></p>
<p><font face="Futura Bk BT">Minimum response times need
to be set as an objective for a site early on and adhered
to. Sites which communicate with their users efficiently
and promptly easily win points over other sites which
have been developed as a one-off exercise and are not
committed to the interactive medium.</font></p>
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