How to save a packet on website development

In last week’s blog we discussed how smaller business operators were needlessly paying web developers to build website functionality that could essentially be purchased ‘off the rack’ for a fraction of the price.

From easy-to-use Content Management Systems to fully featured shopping carts, from multi-level password protected areas to sophisticated Customer Relationship Management Systems, there are now very few requirements that can’t be fulfilled by an affordable rented solution (confusingly also known as Software as a Service, Application Service Providers or the ‘buy’ in build or buy).

This week we take a look at exactly what these functionalities are and what you shouldn’t have to pay to have custom built for your website.

There’s no doubt not every functionality or website feature is going to cater for every single business. However, the vast bulk of the functionality a smaller business could ever require is now available in this convenient and affordable way.

It’s now quite common knowledge that Content Management Systems and secure shopping carts or eCommerce capabilities are now quite affordable.

But here’s some of the lesser-known functionalities you can get for a fraction of the price of their developed equivalents.

Email Marketing System
There are now some outstanding EMS’ available for a fraction of what they once cost. These systems fully automate, personalise, measure and ‘pretty up’ your email newsletters to match those generated by much larger businesses. The days of maintaining your Outlook groups and sending your emails in batches will be a thing of the past with these brilliant systems that pay for themselves immediately – particularly when built-in statistics allow you to calculate your Return On Investment down to the click.

eCommerce Systems
As above, even though these are now commonplace it’s worth touching on just how many features these now offer. Nowadays the features really do rival those of big name online retailers. Wonderful features like individual-level discounting, automatic freight calculation, synchronisation with accounting systems, user reviews and much more are now becoming de rigueur as providers compete for your business.

Password protected areas
The days of version control become a distant memory once your staff, customers and other stakeholders tap into a password protected area or ‘extranet’. These areas of your website can be completely customised for different groups or even individuals. They are a very well kept secret that are worth their weight in gold.

Customer Relationship Management (online database)
The notion of keeping your customer details ‘in the cloud’ scares a lot of systems administrators fearing the handiwork of hackers. But once these concerns are overcome (and they usually can) the idea makes perfect sense.

A secure and centrally located database allows all approved stakeholders to access the information from wherever they are connected. Better still, it allows customers to access whatever information you want them to, to make their own changes to their details. And EMS and shopping can be integrated too, making the dream of a single client record porting into all data transactions a welcome reality.

Forms and Survey Builders
Some very sophisticated forms and surveys can now be integrated into your website quite easily – again porting into your CRM to be able to seamlessly invite your list to participate and also have results tag onto their database record.

Results can automatically be formatted into professional looking graphs. One integrated survey solution is so good that a client of my firm actually run their examinations online using the technology – very affordably.

Blogs, forums and comments
You can have your business leap into the world of Web 2.0 by integrating forums into your website. Aussie upstarts winestar.com.au and Adore Beauty have attracted scores of visitors and subsequent sales with their expert forums. But beware! Offering this kind of interactive community can also lead to criticism by participants – and not all of it constructive. So much thought and planning needs to occur before leaping into this still nascent capability.

Online Booking Systems
As discussed here a few weeks back, Online Booking Systems are a brilliant way of making money while you sleep or are providing service to existing customers and closing the sale on the spot. If you operate a booking-oriented business you’re crazy if you don’t check them out.

In assessing these systems, its worth remembering that their true worth is often not understood until you have had them integrating with your business for some time. And by then you may have already invested considerable time and money.

So you may find that independent advice is the way to go.

Remember too that you will get the best results when all of these functions are integrated into the one system. Trying to cobble together different functionalities from different providers can often lead to considerable heartache.

No doubt there are other functionalities I’ve missed so feel free to add them below.

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Craig Reardon is a leading eBusiness educator and founder and director of independent web services firm The E Team which provide the gamut of ‘pre-built’ website solutions, technologies and services to SMEs in Melbourne and beyond.