If you own a business but do not yet have a Web site, there has never been a better time to get a cheap yet professional Web site. Until recently, the only way to create a professional Web site was to hire a Web developer to create a custom design for your business. This was time-consuming and expensive. Though custom Web sites and Web applications still have their place (and I still build them), professional and affordable Web sites as a service are readily available.
Below, I’ve outlined everything most businesses need in order to create a professional Web site affordably, and to begin marketing on the Web. If you want to have a custom design, you will also need to plan to hire a designer and/or developer to do some work for you.
1. Register your domain name
I have used GoDaddy to register my domain names for the past eight years. Though I dislike their advertising tactics, I haven’t found a more user-friendly or affordable domain registrar (learn about domain registrars). I do not recommend them for website hosting, as I believe there are better solutions available. I also hear very good things about NameCheap’s domain registration service. Check out each site and choose the one that looks best to you.
- NameCheap – Get a .com domain for less than $11/year
- GoDaddy – It’s a BIG Deal! $1.69* .COM from GoDaddy.com!
2. Get a Web site online
WordPress, the open source blogging platform, is available at no cost and with thousands of low-cost, high-quality themes that you can often customize with little or no technical skill. I recommend self-hosting WordPress and not using the WordPress.com hosting service. This is because as your site grows, you will be able to customize your site more easily without bumping into the artificial constraints that WordPress.com imposes on users.
Setting up WordPress self-hosting shouldn’t take more than about a half-hour if you have done your research, and WordPress provides a handy Quick Start Guide to help you get started.
If you choose to self-host your site, you will need to buy a Web hosting account that is usually renewed yearly. I use RackSpace.com personally, but that is a bit more technical than necessary for someone getting started. Lately, I have heard great things about BlueHost. Blogger and author Michael Hyatt has created a screencast that will help you get started with WordPress on BlueHost.
Website as a service
Both services offer hundreds of templates that let you create an “almost” custom website. However, Squarespace offers an e-commerce solution, a focus on search engine visibility, and a more flexible templating engine. Wix boasts attractive templates using the latest technology to build a mobile friendly site.
If you choose to use this sort of service, I prefer Squarespace because it focuses more on the e-commerce and seems to have more features that let you grow without moving to another platform. Take some time to test those services, and choose the best fit for your business.
- Wix – Affordable mobile friendly websites
- Squarespace – Powerful business websites at a reasonable price
- BlueHost – Cheap, powerful hosting with personal service
Receiving and sending e-mail
I have used Google Apps for about five years, and I would never want to use a different email hosting service. Google filters SPAM from my inbox and delivers my messages to others without getting lost in their SPAM folder. It is easy to use, and easy to set up. In fact, if you chose to host your own WordPress site on BlueHost, they make setting up Google Apps easy with an easy-to-understand guide.
3. Spread the word with e-mail marketing and social media
MailChimp allows visitors to your website to subscribe to your e-mail newsletter. With this low-cost service (there is a free level), you can choose from existing themes to style your messages, or you can design your own and upload it for use. MailChimp offers tools that help you optimize your content to avoid being seen as SPAM. It even offers an auto-responder service that lets you send a series of prewritten messages. Another advanced service that has been in use even longer than MailChimp is Aweber. I don’t personally use that service, but I have heard others recommend it many times.
- Google Apps – Send and recieve email with the most stable, SPAM free email service available.
- Aweber – Advanced e-mail marketing tools and resources
- MailChimp – Fun, easy-to-use, e-mail marketing tools for your business
In case you’ve missed out on all the social media action, here are some excellent books that will help you learn to use Twitter, Facebook, LinkedIn, and Pinterest for your business. A recent book introduces social media for business in an easy to understand format.
- If you want a fairly advanced intro to online marketing, a favorite of mine is The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
- What helpful online marketing books have you read? If you think any of them would help others, please leave suggestions in the comments below.
4. Track your website performance
Once you have a website, it is important that you keep track of how well it is doing to reach your customer. The most important way to track your website is to watch your sales and customer contacts, but beyond those basic metrics you will need Web analytics. Fortunately, one of the best website analytics products, Google Analytics, is available for free. It is easy to integrate as well. If you choose to use a self-hosted WordPress site, there is a user-friendly, free plugin to integrate Google Analytics.
5. Secure your site (optional)
If you choose to collect personal information or sell products on your website, it is likely that you will need to enable encryption to protect that data from theft. This will need an SSL certificate. Buying one from the major providers (Thawte, Symantec, or GeoTrust) can be quite expensive, but SSL certificate resellers such as NameCheap can help you do so much more cheaply.
- GoDaddy – We’ve Got Your Site Protected! $5.99 SSL Sale!
- NameCheap – Secure your site for less than $10/year with their GeoTrust RapidSSL
Some of the links above are affiliate links. What this means is that I receive a small commission if you follow one of my links and buy a product through that link. If you found this article helpful, please use the links provided to support me. Thanks!
If you’ve read this far, you probably have something valuable to add to the conversation. What products should I have recommended? What categories of tools/products that should I have included? Let me know what you think. Please leave a comment.