Ebusiness Case

Understanding the Business (B2B or B2C)

Unfortunately, it is all too often company management employs a nonchalant attitude to picking a website team that has no idea what the customer does but simply has been sold a bill of goods based on little more than establishing how much does the website cost to build. A website is just a design to them with no thought placed into improving what is said or the marketing information that is presented on the site. Sometimes company management thinks that all they need is a fresh face on a website and that will make the difference for them in the way of web traffic and lead generation. In fact, quite a few of these businesses have invested significantly in taking this approach and have seen very little improvements in their online presence with little or no new customer conversions. Some have even undoubtedly suffered with this approach due to changing a site’s structure from one that had copy text to another that was only graphics. For example: an all Flash site will be an impediment to obtaining higher rankings in the search engine results pages (SERP). There must be a design balance between design graphics, versus actual body text in either a B2B site or a B2C site.

For implementing best practices in website design the basic needs are to have body text within the website itself. Written body text is what search engine spiders crawl and catalog. If the entire site is built with nothing more than flash graphics, then this is starting from a position of search weakness. While search engines have the capability to catalog all flash graphics websites, that will not however provide the same detailed search information online that can only be generated by physical body text. There are even some consumer devices today that do not support flash graphics. Because more of these devices are being used in large numbers for browsing the Internet, considerations for online marketing for how a