Recently we’ve been receiving quite a few member requests for more information on how to manage the online presence of a new business.  A major component of that online presence would be building a website.  To help our members, we asked expert Avery Swartz (www.AverySwartz.com) to write a TWO PART series on Website Tips for Entrepreneurs.  Avery is an award-winning print and web designer.  Avery works with entrepreneurs to ensure that their message is conveyed simply, clearly, and elegantly through their marketing materials. You can connect with Avery directly through her Garage Entrepreneurs profile HERE.

Congratulations – you’ve decided to launch a business, and you know that in this day and age, all businesses should have a strong online presence. Think about it – how many times do you hear about a company and then “Google it”? Having a website for your business gives it legitimacy, and provides an excellent opportunity to share your message with a potential customer. Through your website, customers (should) get a feel for who you are, what you’re all about, and how to get in touch with you.

So you know you want a website for your business – but how do you go about it? Where to start? You probably want an attractive website that functions well, and represents you, but you probably don’t have a lot of money at the start-up stage. Here are some recommendations for how to get your business online, while making sure you get the most value for your money.

Determine Your Needs

How do you picture your business’s website? What does your business need online? Most small businesses only need a “brochure website” (a simple, attractive website that lists information about the company and how to get in touch) at first. However, you may need more than a basic site, or you may need more from your website in the future. Consider your current needs and try to anticipate your future needs. A good website should grow with your business.

For extra clarity, it’s always a good idea to ask your customers for advice. What would they like to see in your business’s website? If you had online shopping, would they use it? Do they want to see photos of your company’s location, or videos of you in production? In talking with your customers, you might be surprised to learn they may have great ideas that you never thought of.

Do I have to hire someone? Or can I make the website myself?

You don’t have to hire someone to make your business’s website. There are a number of free and inexpensive tools online for creating your own site. Do a Google search for “free website” and you’ll see a number of options, most of which are template-based solutions. You choose a “look” from a short list, plunk in your information, and you’re done. But the DIY method isn’t always the best. Some things to consider: web templates offer NO originality. Some of them are of questionable quality, and do not use the latest standards in code. You run the risk of your website being incompatible with different web browsers. You might find the technology difficult to work with and hard to update. And forget about site maintenance and support. What if you have technical difficulties? Who will help you?

The low up-front cost of a DIY website is attractive, but if you choose to build your website on your own, you may find that you end up unhappy in the end. Odds are, your template-based website will end up being bland, unremarkable, and won’t truly represent who you are. Is this the look you want to present to your customers?

Yes, a DIY website might be “good enough”. But is “good enough” really what you’re striving for? Your website should be attractive, professional, well constructed, and original – just like your business. The only way to ensure that you get something phenomenal is to work with a Web Professional.

What’s a Web Professional?

A Web Professional can be an individual, or a group of people (a creative agency, or a design firm). A Web Professional has design theory and technical skills, and can translate ideas and concepts into a great looking website. Web Professionals know the latest in design trends, technical specifications, and Internet practices. It is this expertise that you’re paying for, not just the final product.

Stay tuned for Part Two of Website Tips for Small Business Owners where Avery outlines how to find a qualified Web Professional, things to consider to help you choose the right person, and some tips and pointers for working with your Web Professional of choice.

See PART TWO of Website Tips for Entrepreneurs HERE.

Avery works with small business owners to ensure that their message is conveyed simply, clearly, and elegantly through their marketing materials.

You can connect with Avery on Garage Entrepreneurs by checking out her profile HERE. You may also visit her website at www.AverySwartz.com for more information.

Passion: One common characteristic about all entrepreneurs is that they’re passionate about what they’re doing. If you’re a young entrepreneur starting (or thinking about starting) a new business, you need to be able to live it, breathe it, eat it and sleep it, EVERY DAY. Before you start off on your own, make sure you have the passion to follow your business idea through and be able to do it every day consistently.

Persuasiveness: Being passionate about your idea is one thing, being able to properly communicate that idea, and persuade others to buy into what you’re doing is another. In a new business you’ll have to be persuasive when talking to potential customers, or when dealing with suppliers, or when looking for feedback. You should always be ready and able to persuade someone that your business idea is a great one.

Patience: Whether it is waiting to hear back from a customer/client, or waiting for your new website to develop, you need to exercise patience as an entrepreneur. There were many times when I would have loved to pick up the phone and remind a customer that I’m waiting to hear back from her about a potential new deal, but exercising a little bit of patience can go a long way.

Pain Threshold: No matter what your business is, you’re going to experience a certain amount of pain as an entrepreneur. Whether it be waiting for a project to be finished that is three weeks over a deadline, or paying twice as much as you originally anticipated for a prototype, you’re going to have to have a high threshold for pain. Tough it out, it will get better.

The 4 P’s of entrepreneurship seem to come up again and again for entrepreneurs – be prepared for them when starting up your new business!

Eric: How did you start out as an entrepreneur?

Ben: I started my first company in 1996 while I was still at McGill University. I connected with my three partners at the time while working for an online magazine (remember, this was 1996!) They were interested in starting a company, and I joined along with them to help out. That launched me into being an entrepreneur. That company was later acquired by a U.S.-based firm. From that point in 1996 onward, I’ve been an entrepreneur. Incidentally, I did still complete my degree at McGill (which was a BSc. in Psychology).

Eric: Tell me more about Standout Jobs, your current startup.

Ben: I started Standout Jobs in 2007 along with Fred Ngo and Austin Hill. Since starting the company, it’s evolved considerably. Our focus shifted from helping small companies and startups with their recruiting effors, to helping larger companies, with broader recruitment needs.   It [is] really about taking the tools and techniques companies were using for marketing themselves and applying those to recruitment.

Eric: You say that you learned more in 2007 about business and startups than in all years prior – could you elaborate on that?

Ben: In 2007 we founded Standout Jobs. That was a big learning experience versus my previous experience founding companies, because it was done with a much bigger vision. We also raised capital for Standout Jobs from venture capital and angel investors. Up until that time my experience with raising capital was extremely limited.  [Since] Standout had just started, we hired employees, began product development, raised capital and we were racing like maniacs.  It’s been an incredible experience.

Eric: From that experience (2007), what do you think your greatest strength is as an entrepreneur?

Ben: My greatest strength as an entrepreneur is that I get things done. I can be extremely productive, even in a situation that requires you to juggle a ridiculous number of balls simultaneously. I have met a number of entrepreneurs that are stronger when it comes to their vision for the future, but I’ve always leaned more towards execution than anything else.

Eric: Where did you learn all your “entrepreneurial secrets”? What was your biggest source of information/motivation?

Ben: I don’t think there are any real entrepreneurial secrets. Luckily there are a lot of mentors out there who are willing and able to help young and first-time entrepreneurs. I do recommend you find a mentor with previous startup experience; it can be a huge help.

My motivation comes from within. I don’t think it can come from anywhere else for an entrepreneur.

Eric: What is the best advice you would give to an entrepreneur just starting out?

Ben: First, find a mentor (or two, or three). Find someone who has “been there, done that.” And once you’ve found them, use them. Don’t just list them as an “advisor” on your corporate website.

Second, get involved in the startup community. There’s no excuse for not getting involved, participating and networking.

[Finlly], understand customer needs and validate, validate, validate. A common mistake is for people to get a “good” idea, build something right away, launch it and then look for customers. That’s a big mistake. You need to take your idea and validate it against customer needs. I would recommend every entrepreneur reads Steve Blank’s Four Steps to the Epiphany, and that every entrepreneur does a Google search for “lean startup” and looks up the concepts being pushed by folks like Eric Ries.

Eric: Thanks so much Ben! Great lessons for entrepreneurs. I wish you all the best with Standout Jobs.

You can check out Ben’s blog at http://www.instigatorblog.com. Be sure to connect with Ben on Garage Entrepreneurs.  Check out Ben’s profile here.