Internet marketing - Nigel T. Packer

Seventy per cent of UK businesses have a website. But 90 per cent of those websites don't fulfil the expectations of their business owners and don't provide the services their customers are seeking.

Nigel T. Packer guides business owners and managers through the maze of getting a successful website. He explains the principles that website owners need to follow to provide the right service to their customers and to maximise sales, they must:

Define the type of website the particular business needs.

Understand what customers want from the website.

Analyse problems and defects in their existing website.

Select the correct keywords to target profitable customers.

Enable search engines to find the website quickly and rank it highly.

Make sure the website is easy to use and accessible to all.

Research competitors' websites.

Find the right web developers and communicate effectively with them.

Test the website thoroughly before it goes live.