By Ric Albano
A professional website is the most crucial marketing tool that a small business owner has at his or her disposal. Establishing and retaining full ownership and control of your website is equally important in the rapidly shifting online world.
There are scores of “out-of-the-box” options out there from large, well-known companies that offer an easy and (seemingly) low-cost gateway towards establishing their own website. Such options can be very attractive to those who have little or no experience with websites because they often including editing tools where business owners can create their site. However, beware of some potent fine print that accompanies these “great” deals.
The first common issue is a lack of control over updating content or expanding the site. When a site is new, it is also small. The handful of pages and/or features you get with these “out-of-the-box” deals is usually sufficient for a start-up, but inevitably a business’s needs will change or grow (or both). This is where the large, well-known company makes their real money, often charging exorbitant amounts for additions or simple changes. For those old enough to remember, think about the old “12 records for a penny” deals. These club memberships were great upfront, but you were committed to buy each month for a couple years at whatever “regular club prices” they decided to charge you.
The second typical issue is ownership. Depending on which company you’re dealing with, these issues could range from simple challenges like being unable to control the Twitter handle that appears when a reader selects the “share” button to more complex difficulties such as site copyright. I had a client who ultimately didn’t own anything on his existing site even though the images were of him and his staff and the words described his business. Lack of ownership can also have an adverse effect on search engine optimization (SEO) as limits are placed on how pages are constructed and the types of tools available to help improve your SEO.
As a website designer who specializes in creating custom websites, I obviously have an interest in promoting well-built websites. I have several clients who were entangled in these “out-of-the-box” schemes and the limitations were so severe that we were forced to rebuild the entire site to make even basic enhancements. Building your site organically may be a slower and (initially) more costly option but you will reap the rewards in the long run by maintaining ownership and control.
Ric Albano is the founder and creative director of 33 Dimensions Web Design, based in Central Pennsylvania.
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