In recent months, the internet has been abuzz with content about " How to move your business online?" Many marketing agencies have launched additional support for those who previously sold only in-store, providing them with articles with tips, webinars, and courses to support the transition from offline to online. However, it's not a quick fix. 😬 Moving your business online requires making important decisions and incurring certain costs, the return on which (and more!) is worth having a plan for!
So if you've been practically overwhelmed by the sheer volume of information surrounding transitioning your business to the digital world in recent months, you'll surely take a deep breath to know that we've distilled everything into one practical and easy-to-understand guide! And that's what we're sharing below.
How to move your business to the internet?
If you are a fan of video versions, we invite you to the webinar "How to start an online business cheaply?" with one of the founders and CEO of Verseo , in which everything written down below is clearly discussed (from the perspective of a business owner – for other owners 💼 ).
A small disclaimer: the steps below provide practical guidance on actions that a company thriving offline can implement immediately to transition to the online world. We're omitting issues related to a communications strategy, which we assume the company has already developed and is now ready to launch. 🔥
(The rest of the article can be found below the form)
Step 1 Which domain should you choose for your company?
Which domain name should I choose?
While attractive names like "tanieubrania.pl," "wygodnebuty.pl," or "dobryksiegowy.pl" are tempting, in the long run, it can be very difficult to continue communicating with them and increase brand recognition among potential customers. Furthermore, so many companies are vying for the top 10 search engine rankings that a name that uses a user-entered term won't guarantee high rankings. Remember that a domain name doesn't affect its SEO . Its history, for example, is more important. Therefore, it's worth having a domain name that reflects your company's name. It's a simple and effective solution.
When choosing a domain name for your business, make sure that:
- refers to the name of your company or key service/product,
- is easy to remember (and type into a search engine!),
- does not contain special characters, hyphens or characters specific to a given country,
- will not infringe the rights and trademarks of other companies / institutions / entities.
Remember to purchase similar names to your domain and website address endings to protect yourself from copying your competitors in the future or to use them when the need arises.
How much does a domain cost for a business or online store?
In this case, the situation is quite simple. The cost of a domain from the most popular and reliable providers ranges from 0 to 10 PLN for the first year. After that, each subsequent year of maintenance costs approximately 100 PLN (also per year).
Important! Before you decide to purchase a domain, check the current price after the promotional period/first year of service. These prices often determine the attractiveness of a given provider's offer.
Step 2. Company email address
Most providers provide a dedicated company email address, which can be consistent with the company name or domain name. Typically, you can choose between a basic package with a simple email account, designed for individuals and micro-enterprises, or an extended package for small, medium, and larger companies.
Initially, you'll likely need a general email address for the "contact" or "help" tab. Later, depending on your industry, "collaboration," "marketing," or "administration" will also be useful. Remember to assign company emails to specific employees from the outset who will manage them and respond to customer inquiries.
Step 3. Why do you need a website?
This is essentially the first question a business owner should ask themselves. What purpose should a website serve ? How should it help potential customers?
Consider this:
- What is the main purpose of the website?
- what do you want to achieve with it?
- what functions should it fulfill:
- informational, sales, is it primarily supposed to collect data, or maybe generate phone calls?
This goal should always be at the back of your mind, both for you as a business owner and for marketers, programmers, and other people who will influence what the website should look like and what should be included on it.
What should your website be like?
The answer is:
While the above may seem like a trivial tip, you'll still encounter many websites that completely fail to adhere to even a single one of these principles. Why are simplicity, speed, mobile-friendliness (oh, that's also important!), and smooth operation so crucial? You'll find the answer in a webinar hosted by Verseo's CEO, here.
And one more very important thing: a fan page (whether on Facebook, Instagram, or another social media platform) is not a company website. While a fan page can sometimes garner significantly more inquiries or gain a brand's fans faster, it's important to remember that it doesn't actually belong to us, but to the platform on which it's hosted. This means that we are, to some extent, dependent on it. Our reach, likes, the speed of gaining followers, etc., are therefore dependent on the platform's algorithm. And as we know, this algorithm undergoes constant updates and improvements (not necessarily beneficial for our business). Moreover, each platform has its own specific characteristics (such as the age of users, their online behavior, or the purpose for which they spend their time). All of this can change over time, so your company will have to adapt, often against its will. That's why it's worth creating a website and treating it as your main connection with customers, only benefiting from the support of other platforms :).
Step 4. What tabs should be on the page?
There are tabs that users simply expect! Their absence leaves them feeling disoriented and unsure of what to look for or how to look for them. Therefore, when planning your website structure, consider tabs:
- Offer – Remember to write solid descriptions. Consider what questions a potential customer will have and whether they can be answered in the description of the services or products you offer.
- Contact – Include a phone number, email address, website form, chat, Facebook or LinkedIn chat, etc. Also consider who will be on the other end? Who will receive the inquiry form – an autoresponder, a dedicated employee, or you? Remember to confirm receipt of the inquiry to the customer; you can inform them that they will receive a response, e.g., within X minutes/hours/days.
- Contact Information – let yourself be known, show who manages it, introduce the employees, describe what the company does, what clients you work with).
- Gallery / Portfolio – show what you do, what designs you have, orders you are processing, etc.
Step 5. How much does a website cost?
The answer, of course, is: it depends. The price of a website can range from 0 to 100,000 PLN. The cost of setting up an online store can reach up to 1,000,000 PLN. At Verseo, we specialize in designing and building websites in HTML5 and WordPress. Our clients most often opt for comprehensive solutions, building a website with the intention of later SEO or running Google campaigns in mind, thus adapting it to the requirements of both Google search engine optimization (in the context of SEO) and the Google Ads advertising system.
A simple, functional business card website costs around 4-5 thousand PLN.
Is it worth using ready-made templates?
There's no need to be afraid of ready-made templates, i.e., templates that have been designed and can be purchased. For example, on Themeforest, you can get a ready-made template for as little as $50. Free doesn't always mean cheaper. If your TV at home is more expensive than the cost of building a website or store, something is wrong.
On the other hand, there's no point in overpaying at the beginning. If you're not sure whether certain features will be useful to you, don't buy access to them right away. Over time, you'll see what else your website needs and what's worth investing in. Regardless, be prepared to test things out. Don't pay for something if you're not sure you'll use it. Start with the most important things, consider what you really need. You can always expand your website or online store later.
If you don't feel confident creating a website (from design to technical aspects), trust the professionals. No one knows everything equally well. If you feel building a website or online store is beyond you, use ready-made templates and diagrams. If you're not a carpenter, don't make your own furniture.
Valuation
Get a quote, check the details, and compare offers! If you decide to outsource your website or online store design, always collect two or three quotes to compare. Above all, check the company's reviews and portfolio. See what they provide as part of the contract (is the site development only, or are support and additional improvements included as well?). Reviewing the portfolio and comparing offers will allow you to make the best choice (in terms of quality, price, and customer service).
Step 6. Online business and the law
Don't forget about the legal aspects. Search for topics and guides online, and if you have questions, seek legal advice – every business is different, and as you develop your online operations, these regulatory "tricks" will become more and more complex. Terms of Service, Privacy Policy, GDPR – all of this can be a nightmare for many entrepreneurs who haven't dealt with these issues before, even when running a brick-and-mortar business.
What additional activities will support the transition of your business online?
Prepare dedicated materials about the products and services you offer, e.g.:
- descriptions of these products or services, in an extended version,
- leaflets in pdf format,
- dedicated offers,
- presentations and other materials (especially in the case of expensive products that require additional "envelopment").
Step 7. Start analyzing your data!
Online marketing offers a wealth of opportunities to analyze demographic and behavioral data about your audience. If your website is already up and running, it's time to connect it to Google Analytics – one of the best web analytics tools in the world – completely free!
As you take your first steps online, don't forget about your Google Business Card. This will guarantee your company a high ranking in search engines whenever a user types in your company name. This is the first step towards being found online. Creating a Google Map will make your company easily found on Google Maps, ensuring your business's location and directions are clearly marked online!
A website is essential, but you can also build your online presence on other channels, such as Facebook, Instagram, YouTube, LinkedIn, or TikTok.
Step 8: Beware! Learn the worst mistake companies make when moving their businesses online. 🙁
You've already invested in a professional website design, built an online store on a good engine, created great descriptions for your website, and... wait?! Remember the proverbial "final touch"—an advertising campaign that will boost your business. Let your advertising campaign showcase what your team has been working on (a new website, fast delivery options, online contact options, etc.) to your target customers. Do it right, and as they say, once seen, never unseen, and your potential customer will remember you. 😃
source: demotivatorsWhen planning to move your business online, include advertising in your overall budget. A Google campaign will allow you to generate valuable website traffic in the first few days, measure the behavior of your first customers, and gather feedback on what's working and what needs improvement.
There are many channels for reaching potential customers online (website SEO, the aforementioned Google and YouTube advertising, Facebook, Instagram, LinkedIn, etc.). It's a shame not to see how they work and how they can bring your company more customers! Of course, Rome wasn't built in a day, so slowly expand your online business and test new channels, tools, and add further improvements. Check whether your chosen channels are achieving established KPIs and generating the desired number of orders and revenue.
More about this:
- How to advertise a business that has just moved online?
- How to measure the results of advertising activities and make decisions based on them?
- How to manage an online business?
You will learn from the webinar with one of the founders and CEO of Verseo, "How to start an online business cheaply?" Access to the recording is completely free, and at the same time, you will sign up for the Knowledge Academy, where you will find even more materials to support the development of your business in the online world!
Summary
The above article covers the following topics:
He emphasizes that a good website is the foundation for moving a company online; it is the starting point for further online presence.
It shows that moving a company online requires an action plan and investment, but with proper preparation it can open up new development opportunities.
