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What Works

There are five elements that make a Web page successful:

1. It must download rapidly because sites that take too long lose visitors,

2. It must provide information that is easily accessible,

3. It must supply enough information to satisfy its visitors,

4. It must be interesting, and

5. It must be fresh and timely.

The Web is not about programming. It is more like printed newsletters, magazines, and advertising. It’s also a bit like telephone yellow pages. The Web is an exciting, cost-effective way to deliver information. Visitors are not interested in gimmicks. They want information–information they can sink their teeth into.

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Who should establish
a Web presence?

There are several basic tests to determine whether a business or other organization would find the Web useful or cost-effective.

1. The yellow page test. Many people use the Web to pre-select stores or professional firms the way they use the yellow pages in the telephone directory. The yellow pages help readers narrow their choices. The Web does a much better job than the telephone directory because it offers much more information for the reader–and at lower cost for the advertiser. You should consider the Web if your potential clients scan the yellow pages to find you or to find out about you.

2. The public relations test. The Web is a vast source of free information. It's all there: sports, business, politics, religion, science, medicine, and the arts. And there are issues and interests that most of us have never heard of. Your public expects to find information about you on the Web if the public already knows your organization.

3. The knowledge base test. Readers look for information about scholarly subjects on the Web. Abstracts of current journal articles, an index to articles in previous issues, ordering information, order forms, and background information about the journal belong on the Web. Passwords can restrict access to journals published on the Web. Reprints of articles as they appear in the print form of the journal can be transmitted in the Adobe Acrobat "pdf" format.

4. The advertising test. You need to be on the Web if you rely on advertising to reach new customers because today's intelligent consumer demands access to in-depth information. The Web offers that depth. The Web is changing, profoundly, the way Americans make buying decisions.

5. The catalog test. Catalogs offer three main advantages over stores:

  • Convenience,
  • Pinpoint specialization, and
  • Price.

Escalating postage and printing costs have gutted the printed catalog price advantage. But the Web costs next to nothing.* In addition, a Web catalog can be much more specialized than a printed catalog. For example, Web catalogs featuring just one or two items can be quite profitable, and Web catalogs can be started on a shoestring. Usually ordering from a Web catalog is much quicker than ordering from a printed catalog because it is more direct–viewers can order as they browse. There are no extra steps.

6. The news media test. Have you noticed that television networks, local stations, daily newspapers, and magazines have flocked to the Web? They know that their readers and viewers want the news that breaks after their editions have gone to press or broadcast. And they want depth–more information than is broadcast or printed.

7. The inside information test. Do your clients, regular customers or association members expect information beyond that offered to the general public? That type of information can be password-protected. Access to special information can induce visitors to reveal their names, addresses and other data.

The Web is flexible and timely. It is inexpensive as well.

Web Landmann can help you exploit this exciting media. Send us an e-mail. Describe your project and spell out your requirements. We’ll get back.

* Literally, "next to nothing." Copy writing and design costs are similar for printed catalogs and Web catalogs. Desktop publishing costs are usually less for Web than printing. There are no pre-press costs, printing charges, or direct-mail postage for Web publishing. There are, however, relatively small service provider fees for Web sites.  Back to text.

  

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