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Internet Stages of Awareness
by Melinda Coker

This article is about a phenomenon I'm going to call the "Internet Stages of Awareness." I've noticed that as entrepreneurs, professionals and small business owners become aware of the Internet and all of it's possibilities for the first time, they begin to think about a website for their particular business. This is Stage One of their Internet journey. Since they haven't really figured out exactly what a website is and what it can do, they do one of two things. Some will purchase a software program and learn to develop their own website or they will hire a web design or advertising firm to build them a basic site.

At this stage they are estatic. THEY ARE ON THE INTERNET! They tell all of their friends and neighbors that they have a website. This website usually just sits there waiting for people to look at it. As time goes by, many of these business people start looking at their site design with a critical eye. The home-grown ones suddenly start to look amateurish and the professional ones start to look bland.

Stage Two is the updating stage. The business person hires another company to upgrade his site. This site usually includes all sorts of things that the first site didn't. He tries to think of every tool he can to put up and eventually gets his site so complicated that visitors get totally frustrated and confused and just leave it. At this stage, the business owner also includes many links to other sites. Unfortunately, this usually causes the web visitor to leave the site for good because he gets so caught up in those other sites.

Stage Three is when the business owner discovers "flash" and music and all kinds of bells and whistles. A first-time visitor might be impressed with the "artistry," but unless there is a good reason for the show, most visitors won't come back. If they want information about you, they don't want to have to sit and wait while your show is being performed. Another reason to think carefully before adding "flash," is that search engines don't like it and many times won't recognize your site.

Stage Four is when you get a nice looking, professional site with easy navigation and a way for people to find what they need. Remember, Internet browsers are usually in a hurry and unless they can find what they're looking for within a few seconds, they're off and running to another site. They do like that easy navigation. The problem with Stage Four sites is that you and your web developer haven't really thought about how you can build a relationship with your visitor. Your copy is written for a professional rather than for a consumer. You don't give enough information about your services. You don't separate yourself or your business from your competitors.

The Stage Five site takes a while to build. The business owner works hand-in-hand with the web developer. A Stage Five website works as the cornerstone of all of your marketing and advertising efforts. Thirty-second television spots are expensive and there's no time for much information, but if your web address is added to all of your marketing materials, you can help a prospective customer find out if you actually offer the product or service they're looking for. A tip to remember: the more expensive your service or product, the more words you will need to explain it. A website that can pre-sell for you is extremely valuable.

Figure out where you are and where you want to be. You can see that as you go up the "stage" ladder, you will probably be spending more money on your website.

© 2006 Melinda Coker
ABOUT THE AUTHOR
Melinda Coker, "The Marketing Diva," is an entrepreneur who specializes in business marketing. To sign up for more FREE tips like these, visit her site at http://www.advanced-internet-consulting.com.

NOTE: You're welcome to "reprint" this article online as long as it remains complete and unaltered (including the "about the author" info at the end), and you send a copy of your reprint to melinda@advanced-internet-consulting.com

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