Make Your Website Work for You

If you could write a book on how to make money from a Web site, there would be a lot more books with titles like this one.

However, knowledge is power, and Make Your Website Work for You offers a range of information on how businesses can use the Web for their own benefit. More specifically, Make Your Website Work for You describes a number of marketing techniques to establish, build, develop and make money from an online brand.

The book is based around what the author refers to as the "sales cycle", and offers strategies on how to develop content, boost traffic, and build profits. In some respects, Make Your Website Work for You provides the template for an online marketing plan or a SWOT (strengths, weaknesses, opportunities, threats) analysis for the online entrepreneur. It also provides information on the advantages of research and online customer service, and includes a number of online resources.

Considering the infancy of the local dotcom scene, the publishers can possibly be forgiven for including US case studies of online businesses; however, it would have done the text justice if it had included localised information on online advertising rates, regulations involved with online promotions, and third party services in Australia. The lack of a local perspective is also evident in the book's discussions on Web measurement offerings.

While the proposal in the book that the Net will become "the great equaliser, giving small firms the opportunity to reach a truly global audience" would face plenty of criticism from those that believe it is only a matter of time before brick-and-mortar giants run the show, sentiments that the Web is quickly becoming a "crucial part of every marketing mix" would certainly receive less criticism.

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David Smedley

PC World
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