When entreprenuers are preparing to launch, creating a conventional Web site is standard procedure. In some cases, it shouldn’t be. A blog might be a better option. Why?
1. Cost. Creating a conventional Web site is expensive. Costs range from around $500-$5000 for a decent site, depending on the number of pages, graphics, and programming complexity. Hard costs for a blog start as low as zero. For a new business, owners should think long and hard whether a Web site is the best use of funds.
2. Flexibility. Web site content tends to be somewhat fixed. But like a new business, blogs evolve. As a startup refines its vision and finds its market position, its message will change, sometimes radically. Thus a conventional Web site can quickly become outdated, so much so that a complete–and expensive–overhaul becomes necessary.
3. Credibility. This is something many startups lack. A conventional Web site functions like a one-way corporate billboard–”Look at us!” Many customers are skeptical of billboards, assuming it’s all company hype. But a blog builds credibility in a number of ways. First, blogging is more personal and fosters meaningful business relationships. Second, compiling a library of articles around her specialty helps an entrepreneur establishes thought leadership. Third, networking with other bloggers leads to referrals, endorsements, link exchanges, and mentions in influential blogger’s posts. All these things help the entrepreneur establish a track record of competence.
These seem like the most important factors–what have I missed?
If circumstances allow, a Web site that includes a blog, something we often see now, might be the best of all worlds. Bottom line–take care not to put your Web strategy on autopilot.
