Small Business Websites That Work: Get Online to Grow Your Company [Paperback]

"...many small businesses are still hazy about the web and

what makes a good website...this always leads to trouble...Sean McManus'

book is a down-to-earth guide to the ins and outs of an effective small

business website... If you have a client whose knowledge - or rather, lack

of it - is causing problems, then consider buying this for them."

 

March2002 issue of Create Online magazine

 

'it is easy to read, well organised and practical. There's a lot of information packed into just over 200 pages, but the book's clear design, the avoidance of technical jargon, and the liberal use of checklists and summaries make it a pleasure to read from start to finish, or to dip into a relevant section.

This book provides a very good introduction to anyone who wants to have a clearer understanding of how to give an online business a better chance of success.'

Clive Hawkins, Internet marketing consultant

 

 

"Sean McManus has channelled his efforts into an information-rich text that clearly debunks the myths about what works on the internet. Generously illustrated, McManus's book hand holds readers through the stages of thinking creatively about developing a business website to managing and assessing the work of website designers and effectively promoting the end product. Flavoured with some useful case studies and chapter summaries, this book doesn't pull any punches. Better yet, it is accompanied by a regularly updated website that offers SMEs additional tools for managing their websites."

September 2002 My Business magazine, Australia.

 

 

"Straightforward and practical, this book provides clear, insightful advice for anyone left confused or disillusioned by the hype that has surrounded the Internet in recent years"

Startups.co.uk

 

"...many small businesses are still hazy about the web and what makes a good website...this always leads to trouble...Sean McManus' book is a down-to-earth guide to the ins and outs of an effective small business website... If you have a client whose knowledge - or rather, lack of it - is causing problems, then consider buying this for them." March2002 issue of Create Online magazine 'it is easy to read, well organised and practical. There's a lot of information packed into just over 200 pages, but the book's clear design, the avoidance of technical jargon, and the liberal use of checklists and summaries make it a pleasure to read from start to finish, or to dip into a relevant section. This book provides a very good introduction to anyone who wants to have a clearer understanding of how to give an online business a better chance of success.' Clive Hawkins, Internet marketing consultant "Sean McManus has channelled his efforts into an information-rich text that clearly debunks the myths about what works on the internet. Generously illustrated, McManus's book hand holds readers through the stages of thinking creatively about developing a business website to managing and assessing the work of website designers and effectively promoting the end product. Flavoured with some useful case studies and chapter summaries, this book doesn't pull any punches. Better yet, it is accompanied by a regularly updated website that offers SMEs additional tools for managing their websites." September 2002 My Business magazine, Australia. "Straightforward and practical, this book provides clear, insightful advice for anyone left confused or disillusioned by the hype that has surrounded the Internet in recent years" Startups.co.uk

How can you manage website designers if you don’t understand the technology?

How can you create a website that increases your business's profits?

Will a website designer understand your business and your customers as intimately as you do? Even the best designers probably have no background in marketing, no previous contact with your target audience and little experience in setting a business strategy for a website. That’s why it's important that you learn enough about how the Internet works and how your business will benefit from having a website, to manage the design team.

Packed with practical tips, checklists, and numerous examples, Small Business Websites that Work will walk you through the decisions you need to make in commissioning a website for your organization and managing the team responsible. Learn how to:

• spot common defects in the website design
• make the site more profitable for the company
• differentiate the company on the Internet
• promote the website effectively
• integrate your website with the rest of your business

You could just put your existing brochure online, but this book will show you how you can build a site that will generate a better response from the marketplace and will enable you to engage the Internet community more fully.

 

Media endorsements

"A comprehensive book packed with tried and tested web hints and tips that's a must have for any business - small or large - that needs to get on the Internet. If anyone ever asks me again 'how shall I get my business on the web?', I will point them straight at this book. It's essential reading." Marcus Austin - Editor, Business 2.0 magazine

"Sean McManus is a talented technical author, with an aptitude for explaining sophisticated concepts in a down-to-earth, helpful manner that has made him a favourite with Internet Magazine's editors and readers alike. The broad scope of this volume, plus its practical outlook and friendly manner will make it a well-thumbed reference on any Web lover's bookshelf, while a constantly updated supplemental online resource will ensure Sean's advice stays fresher for longer." Dave Wilby, Deputy Editor, Internet Magazine

"With so many impenetrable Internet business books around, it's always a pleasure to come across one that is refreshingly straight-forward, clearly written, generously illustrated and extremely comprehensive. Like its subject matter, this book works." Robert Dwek, Editor, Marketing Week e-volve

Why did I write this book?

Through my work consulting small businesses it soon became apparent that there was a knowledge gap between those buying websites and those supplying them.

Small business managers often couldn't evaluate designs because they didn't have enough experience online and couldn't tell whether the site was a success or not because they didn't know what it was supposed to do for their business. Companies would often complain that the time wasn't right for the internet or content themselves with measly visitor levels, when it was obvious their website wasn't effective.

Website designers were conditioned to prioritise beauty over function because that's what companies were buying. The designers didn't have the business background to guide small businesses in deciding what to put on their website and how to use it to grow the company.

'Small Business Websites That Work' teaches managers in small businesses and marketing managers in larger organisations what they need to know in order to commission a website that works for their business. It also shows web designers what's important to these companies, and so bridges the knowledge gap.

I hope that this book inspires managers to think more creatively about putting their business online and enables them to be more successful on the internet. I also hope that website designers will read it and use the advice to guide all their clients to greater success.

Sean McManus is a consultant and journalist. He studied International Business at Aston University and has been building websites and consulting small businesses on their online strategy for three years.

Among other things, his articles have explored how to make websites usable by the blind, how perfumiers hope to send smells over the Internet, and how to personalize your site with a cartoon avatar. His articles have appeared in magazines including Business 2.0, Internet Magazine, Internet Works, Personal Computer World, Customer Loyalty Today and Marketing Week.

He is the co-author with Alison Alsbury of Quick Answers to Key Web Marketing Questions.

In his spare time, Sean looks after his personal site at www.sean.co.uk.

From the introduction:

Why you should read this book

Will a website designer understand your business and your customers as intimately as you do? Even the best designers probably have no background in marketing, no previous contact with your target audience and little experience in setting a corporate website strategy. Your business is at stake if you delegate responsibility for more than they can handle.

That's why it's important that you learn enough about how the internet works, and how your business will benefit from having a website, to be able to manage the design team. If your website designers are to support your company – and not the other way around – you need to be independent of them. They have a vested interest in selling you website services, so it's vital that you can assess their proposals from the perspective of what the business needs.

The book 'Small Business Websites That Work' will walk you through the decisions you need to make in commissioning a website for your organisation and managing the team responsible. It will show you how to create and promote a successful website. You could just put your existing brochure online, but it's easy to build a site that will generate a better response from the marketplace and will enable you to engage the internet community more fully. This book shows how.