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Increased international visibility is an
important benefit of having a business site on the World
Wide Web. Here are some tips on creating a site that
will make a good impression on people browsing the Web
overseas.
These suggestions are offered by Eva
Chiu, president
of InfoAdvantage, a Bellevue, Wash., Consulting firm
that develops Web sites for other business people.
"Provide enough information about your company.
The portion of a Web site that provides company information
is typically one of the most frequently visited areas," says
Chiu. "Providing as much detail as possible about
your company's strengths is a good way to establish credibility,
which is critical for a small business that is unknown
overseas.
Make contact information prominent. Simple as this notion
is, vital names and telephone or fax numbers often are
buried deep within a site. Bring them to the front.
Make it clear that you export on the first page of your
Web site. Tell browsers that you are an exporter (or
want to be), and note whether you have a section of the
site written in another language or geared to a particular
foreign market.
Consider the needs of overseas customers. For example,
the site for Beater Wear, another Bellevue company, which
makes ski apparel and accessories, includes a size-conversion
table. By referring to the table, customers outside the
United States can be sure they are ordering clothing
in the right size.
Don't leave site development to the technicians. Involving
your marketing people can ensure that your site is consistent
with the image you want to project.
Reprinted by permission of
Nation's Business, a monthly magazine that serves
as a resource to the owners and top managers of small
businesses by providing practical, how-to information
about running and growing an established business.
To learn more about Nation's Business, visit the Web
site at www.nbmag.com.
Published in December 1997.
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