The contributers require no knowledge of HTML (website scripting language), or other technical skills. Information is entered into a custom user-interface, minimizing the potential for problems or inconsistencies to be introduced into the publishing process.

Once a CMS is implemented, the headache of site maintenance disappear. Routine tasks like updating the sitemap will be done automatically without the need for custom programming. A wide range of plug-ins such as forums, shopping carts, and picture galleries can be easily added.

The visual presentation of the site rests with the multiplicity of templates which are available for installation and tweaking by the web designer.

The only barrier to CMS implementation may be the support for dynamic content by some web hosting company.

The number of CMS programs available is growing, but the most popular ones are Joomla, Mambo and Drupal.

With that in mind, here are a few steps that must be taken in order to keep web surfers at your site.

1. Define the website’s primary purpose. You must be specific about what you are trying to achieve with your website. Is it an open a channel of communications that will lead to a business relationship? Are you trying to attract potential customers to your office or brick and mortar store? Offer a public service or in-depth information? Solicit donations to a charity? Sell goods and services online? These are some of the goals websites can have, and once defined, everything included in your homepage should lead towards the attainment of your goals.

2. Offer a clear call to action. Each goal requires a different approach. What action do you want  visitors to take when they land on your homepage? If a visitor has to stop and wonder where to go next, you’ve already lost him.

Do you want site visitors to go to your office or store? Then, display your business hours, address, phone number and a map on the home page. Say, “Visit us!” Want them to sign up for a newsletter to start an ongoing relationship? Offer a sign-up form on the home page with words like: “Sign up for our newsletter!” Selling stuff online? Display a few key products on the homepage with “Buy now” and “View catalog” buttons.

Redundancy helps. The call to action should be offered in multiple places such as the main menu, within the text, on the images, and at the bottom of the page. Saturate the visitor with multiple options to go deeper into your site.

3. Eliminate distractions. A rule of thumb in web designing is “if it doesn’t help, it hurts”. If your text or images does not support the call to action and reinforce the purpose of the site, remove them. A flash movie showing the portfolio of an artist’s work may be perfect for his homepage, but subjecting a visitor to lets say a plumbing supplies website can be a nightmare. Offering an index of the products available with instructions on how to order them would be far more useful.

Try to view your site from your target audience’s perspective. Offer the services your customers want, and then make sure they’re easily obtainable. Your visitors will thank you!

1. Welcome page. Do not waste your potential visitors time by subjecting them to some flash movie or introductory text before they can enter your main page. Upon entering a website, there must be a clear call to order, otherwise, you may loose visitors. Welcome pages have very little value when it comes to search engine optimization, and flash movies if used take long to load.

2. Audio. Audio embedded in web pages can startle a visitor when the file is fully loaded and begins to play without any warning. If audio is used, it should include controls which give the user the choice of playing it if they so choose.

3. Banner Ads. Unless you are an advertiser, banner ads or link ads can drive potential customers away if they over populate a web page. These should be used sparingly since you do not want to divert your visitors’ attention from your site. When used, banner ads links should be opened in a pop-up  window ensuring that visitors still have your window open.

4. Graphics. Unless the website is used to sell many different products, avoid using multiple images which can slow down the page load. A slow loading page drives visitors away. When used, images should be relevant to the text included in the page.

5. Colour. Colour used on web pages should be consistent throughout the website. Too much colour competes for attention, and in the case of text, it may be hard to read if not in contrast with the background.

6. Fonts. Avoid using colorful fonts, use of many fonts or use of unreadable fonts. A pleasant outlook keeps the visitors hooked on your site.

7. Copy. Avoid the temptation to place a wall of text on any given webpage. Text should be broken down into digestible chunks, and if necessary, spread over several pages. On the converse, too little text is not good for search engine optimization. A balance should be struck here. All said, the content MUST be relevant.

A website is perhaps the most powerful tool for communicating with both your existing and potential customers in a way that any other medium is yet to match. It is available to millions of people, 24 hours a day in any corner of the globe where internet services are available. Imagine a compelling photo or video with a description of your product and a “buy now” button dazzling the eyes of web surfers. Get the picture?

While you and your staff are devoting your attention to running your business, the website can offer information on your goods and services, answers to frequently asked questions, provide product support, offer a forum for product review and solicit customer feedback, to name a few possibilities. An e-commerce website extends your business’ ability to sell your goods and services both within and beyond your local geographic area of operation, even while you brick and mortar store is closed for the night.

By offering useful information on the website about your goods and services, you can build a dedicated community of consumers who will not only trust you, but buy your products as well. For every business that do not have a website, there’s another with a website that is stealing your potential customers and maybe a few existing ones.

A website adds to the legitimacy of a business and re-enforces your brand. People expect businesses to have websites so that they can make informed decisions about products prior to making a purchase from the comfort of their home or office.

The survival of any business requires the investment in a website to first of all maintain your current stock of customers, and secondly, to attract new ones. You may be lucky if your competitors do not already have websites, but not for long. Get on the band wagon today if you want to keep up or get ahead of the field. What you put into your business is directly proportional to what you will gain from it. Develop your website today.