Does an Indexer Need a Web Site? -- Part 1

The Internet's influence on the way business is conducted prompts new indexers (and a few established ones) to ask: "Do I need a web site?"

Some indexers feel absolutely. Others feel it's not as necessary as other forms of marketing. The bottom line is, you need to judge what is best for your situation.

However, before you jump right in there and get a Web site going, there are several factors to consider.

CONTENT If you are a new indexer, what are you going to put at your Web site that would appeal to clients? If you are struggling with marketing package content, you may also be struggling with Web site content. Links to other Web sites (such as ASI's) are not "content" or reasons for a client to hire you. These links are not the "meat" of your Web site. Your marketing package forms the beginning basis for your Web site. Focus on getting a good marketing package, then simply transfer it to Web format.

COLD CALLING AVOIDANCE Many indexers feel intimidated by the thought of cold calling publishers. The prevailing thought is the Web offers a perfect marketing medium for the shy. This might be true, however...

This is very passive marketing. It will probably take you much longer to establish a client base than other forms of marketing. Your situation determines if this slow building of clients is the way to go. If you need to quickly build a client base, incorporate a Web site as a part of your marketing arsenal, but don't make it the main focus of your marketing efforts.

UPDATES How much time you want to devote to updating your Web site determines how many links to other Web sites you will want. Since the Internet is a dynamic entity, the links that work today may all be wrong tomorrow. If you don't want to spend a lot of time updating, limit the links on your Web site to the ones that have strong client appeal.

A REASON TO GO YOUR WEB SITE OK, you've got a marketing package, and you've transferred it to Web format. So what? What's the point in going to your Web site? When a person sees your marketing package, then goes to your Web site, they want it to be worth their while to take their valuable time to go there. What will you reward them with?

If all you have is the same information as what is in your marketing package, then readers will be irritated. Internet users expect something if they take time to view your web site.

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