During the course of our business and in support of our economic and tourism industry customers, we always make a concerted effort to understand their greatest needs. Marketing support seems to always land at the top. Given budget constraints and limited personnel resources, few strategies can provide better return on your marketing investment than a strong web presence. Here we outline those items that, based on our experience, seem to be of particular importance to our small business and community customers as they develop their web presence:

Know your customer base – Identify and profile the types of businesses you currently have and the types of people they employ. Document the types of businesses that you would like to (and can realistically) attract or grow from within. Make sure you provide your target customer profiles as early as possible to your web development team.

Put yourself in your prospects’ shoes - Can your prospects find you on-line? What are the search terms that you would use to locate a community or facility like yours? Would you first access the website of the city you are visiting? If so, your EDC, Chamber and CVB websites should be all be associated. Once your website is ready, include your web address in all your promotional pieces (brochures, business cards, gift certificates, maps, guides), ask that your web address is listed in all your directory listings (local chamber, associations, sponsored events, phone book) and make sure your email address incorporates your website address (no need for you to promote hotmail or AOL in your business correspondence).

Make a good first impression – Use attractive pictures, maps, and illustrations - allow the prospects to ‘visualize’ themselves living in your community. Make it easy for them to research your town (list attractions, businesses, housing links, real estate, school information, etc.).

Use Testimonials (plain and simple) – Testimonials not only promote the quality of life and customer service, but also provide sample scenarios of how businesses benefit from their location. Don’t hesitate to use long-standing businesses.

Measure effectiveness (web analytics) – Make sure you have access to visitation metrics and website visitor sources (not only monthly but on a daily basis as well).

Select a reputable technology vendor – Someone that knows the unique challenges facing small, underserved communities and your potential market.

Keep your site up to date – Make it a point to visit your website, as if you were a prospect customer, on a weekly basis. Solicit feedback from your best customers, business associates and staff.

Be independent – Have the ability to update the key components of your site without depending on a 3rd party. Professional web design agencies provide access to easy-to-use on-line editing tools. If you do not want to manage your own site, select a vendor that will be able to implement changes within 24 hours.

Know that the vast majority of prospects will get their first impression of your community from your web site. Ultimately, an effective web presence enhances your credibility and projects stability and makes your community that much more appealing.