Who's on Your Web Team?
Copyright 2006 Jeanette Cates
One of the phenomena of the Web is that it all looks so easy.
After all, it just takes some typing, a few graphics and a link
here or there to create a web page, right?
But it's more complex than that when you're serious about doing
business online. In fact, it takes a TEAM to create a profitable
online business. So who is on your web team?
You, the business owner, are an important part of the web team.
You are the person who sets the direction. And you ensure that
direction is followed. Just because you are not technical does
not mean you should compromise your vision. Stick by your guns
and have the technical staff set it up to your standards.
Your Web Designer. He or she is a professional who combines both
artistic and technical skills. They may choose to outsource the
graphics or the programming, but their specialty is ensuring
that your site looks good and functions properly. Your web
designer may only create your site, then leave the maintenance
to someone else in the organization or they may stay on for the
maintenance role. You definitely need someone who can create new
pages, add links, and respond to the changing environment of
your online business.
Most web designers are not Internet marketing experts. You or
the Internet Strategist need to tell the web designer what
standards you want applied to your site. You are the manager of
the process. The designer works for you. Even if they think a
fancy graphic would look good, you should ask them to refrain,
unless you know it will enhance sales.
Your WebMaster. This person makes sure your server is running
properly and that all of the backend services that your web
designer depends on are operating properly. Your webmaster may
be the same as your web host, depending on the complexity of
your site. In some cases your web designer may also be your
webmaster.
But never assume that all of these roles are being done by a
member of the team. Instead, ask if they will perform specific
functions. What is not being done can hurt you more than what is
being done.
Your Internet Marketing Strategist. This person understands how
business is done online. She understands your business goals and
sets out a plan to ensure you are able to achieve those goals
online with your website and the marketing activities
prescribed. The strategist looks at every aspect of your
information assets that can be turned into information products
or free offers, as well as at your website. The strategist may
be a one-time investment or it may be someone you work with
regularly.
Your Internet Marketing Team. These are the people who do the
activities included in your strategic plan. These activities may
include registering your site, marketing your articles, creating
link exchanges, and running your pay-per-click advertising
campaigns. This role may be done in-house or outsourced. But it
is one that is ongoing.
Regardless of whether or not you've ever outlined all of the
activities that are involved in creating, maintaining, marketing
and profiting from a website, they do all exist. And if you've
been wondering why it just doesn't seem to be "happening" for
you - it could be you've left out an important function and/or
member of your web team.