SST Web Design, an Atlanta Web Design and hosting company, has been in the web hosting business over 10 years. 10 years ago, the biggest mistake most companies made was not realizing that their web site was more than just advertising for their storefront business. Today, the biggest mistake most companies make is not realizing that their web site is more than just advertising for their storefront business. Same fatal error; only the verb tense has changed.

Each week, we get at least two or three phone calls from clients requesting information on how to construct a web site for their business. After extensive discussion, it becomes obvious that the client's concept of a web site is as an adjunct to existing advertising and promotion for their products or services. There is an expectation that simply placing a web site on the net and promoting that site will lead people to the storefront.

They have missed the point.

A web site is a stand-alone entity offering goods and services APART from any office, shop, warehouse, or manufacturing facility that has a physical presence in the material world. A web site is not merely a forum for the discussion of a product or service that will lead a qualified buyer to call, write, or email for more information; a web site is PERHAPS YOUR ONLY CONTACT WITH THE PROSPECTIVE PURCHASER OR CLIENT.

A web site is not a lead-in to a pitch. It is the pitch AND the close. When a client physically enters your "real" world, you are on the phone or face-to-face. You have ample opportunity to judge the situation, tailor a presentation to the specific client, and overcome anticipated objections as they arise. A web site does not afford you those same conditional opportunities. Once you grab 'em, you'd better hook them right then and there or else they are gone and you won't even know they showed up.

Yet, too many web sites are used as teasers like one would find in print ads, radio/television, or direct mail. They dangle the bait and play on the expectation that some spark of want will arise within the prospective client, creating the desire to make the initial contact or request more information. If you are waiting for that future client to call in order to clarify whatever issue may arise, YOU HAVE JUST LOST THE SALE.

Tell the client what they want to know -- and use overkill in the process. You know the objections; list them and deflate them in detail on the web site. You know why your product or service is better than everyone else's; tell them in great length. Give the boring technical specifications and don't make your almost-client ask you for more information. Give them images galore. Remember, you don't pay for space or printing costs on the web so you may as well lay it all out in public; a world-class web site can be produced for what it costs you to place a single, one-time ad in a trade magazine. And that web site is always there, yet instantly amendable.

Tell them about yourself, your company, and your children if you like. The more information, the better. Not that everyone will read all you have to state, or even care, but make it available to the web site visitor. Give them the exploded diagrams. Give them the detailed benefits. Give them the graphs and charts and cost analyses. Give them a map to where you are located even if they will never show up at your real door.

When you're ready to discuss your needs, please call your sales representative or Sidney McSwain at (800) 967-1412, ext. 225 to arrange a no-cost initial consultation.

Give them all they need to make an informed decision so that the product or service is ALREADY SOLD when they first contact you via traditional means.