1. PrairieFoxWeb.com
The small business
owner’s guide to
getting a website

2. © Copyright Prairie Fox Web Services 2014
How much does a website cost?
What is a CMS?
Designing for a CMS
Your website as a marketing tool
Website goals and tactics chart
Security
Search Engine Optimization
Analytics
Mobile
Design
Photos
What to do with your new site
Thank you
In this ebook:
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3. © Copyright Prairie Fox Web Services 2014
The first question you probably want to know about getting a new site for
your business is how much does a website cost?
There is no easy way to answer that question because the price varies so greatly. You can build your
own site with online tools for free, or you can hire a top web design agency for hundreds of
thousands of dollars. And then of course, there is everything in between.
In my experience, the average website, when professionally done from a web design agency, costs
around $4,000 - $6,000 CAD. Some freelancers will do it for less as they have less overhead
expenses.
This is a good chunk of change for a small business owner. Why is it so expensive? There is a lot
more to a website than just what you see on the front end. Your web designer needs to deal with
everything from hosting, security, software updates, SEO, and analytics, to design, user experience,
development and more. You get what you pay for with a professional website and you (and your
customers) will notice the difference.
Your website is your virtual store front. For people who have never been to your business, it is their
first impression of you. Looks really do matter, and your website will be a reflection on your
business to your customers (and potential customers).
How much does a website cost?
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4. © Copyright Prairie Fox Web Services 2014
Most websites nowadays are built using a CMS.
CMS stands for content management system
and it is exactly what the name sounds like: a
system that helps you manage your content.
A CMS makes it really easy for people to update
their website, even if they know nothing about
web development or HTML. A text editor is
often used which allows you to format your
content how you want it to appear. Editing
content on your website becomes as simple as
editing a Word document.
Your web designer might provide training on
how to update your website, or you may have
to figure it out on your own. With popular CMSs
like Wordpress and Joomla, there are many
resources online that will make it easy to learn.
Some web design agencies have built their own
CMS, in which case you will not be able to learn
from anywhere other than the agency.
What is a CMS?
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Wordpress, Joomla, and Drupal are some of the
most popular Content Management Systems

5. © Copyright Prairie Fox Web Services 2014
A designer that works with a CMS will generally design and develop a custom template for your site
so that it is unique to your business. Some web design companies, however, will simply install a pre-
made template (usually a paid one) for you and make a few customizations such as changing the
colours and adding your logo. These sites tend to look a little more basic and won’t match your
branding as well, but they should also be less expensive.
Designing for a CMS
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CMSs use templates or themes
to determine how the website
looks. Changing the template
does not change the content (or
text) that is in a website. You
can upload new templates
whenever you want and the
design of the whole website will
change while the content stays
the same. You can find free
templates online for most of the
popular CMSs, and there are
also many paid templates which
tend to be better quality.

6. © Copyright Prairie Fox Web Services 2014
A big mistake I see business owners make when getting a new website is that they only see their
website as an online brochure, and don’t realize what a powerful marketing tool it really is.
Marketing has evolved drastically even in the past few years, and the internet has become an
important asset that all businesses can leverage, no matter what industry.
Before you get your site developed, it’s a good idea to figure out how it is going to fit in your overall
marketing strategy. The best way to do this is to find someone who can develop a digital marketing
strategy for you. This will include all your online marketing efforts such as social media, online
advertising, email marketing, and more.
Many web designers and agencies can now help you do this in addition to developing your website.
The best way to find out if your web designer is in tune with the latest in online marketing is to check
their blog and social media (if they don’t have either, then there’s your answer).
A beautiful site is great, but one that looks amazing and boosts your bottom line is even better.
Your website as a marketing tool
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7. Your website is the most
powerful tool in your
online marketing toolbox -
so take advantage of it!

8. © Copyright Prairie Fox Web Services 2014
There are so many different ways that you can use your site to market your business, that it can be
hard to know where to start. On the following page, I’ve created a chart with some ideas on how
your website can help you achieve your business goals. This will help you be a little more prepared
when you meet with a web designer because you will have more of an idea of what you need on
your site.
You can talk to your web designer about any questions you have about these features and which
ones are right for you.
Website goals and tactics chart
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9. © Copyright Prairie Fox Web Services 2014
Well-branded website (with your logo, colours, fonts, design elements)
Site must make it clear who you are, what you do (within seconds - no long paragraphs of text)
Utilize SEO and social to drive new traffic
Start a blog to drive traffic
Professional, well-made website
Includes social proof (i.e. Testimonials, portfolio, etc)
Have copy that defines how you want to portray your brand
Build sales funnels into your site
Collect leads with a lead magnet
Have an ecommerce store (for product businesses), or quote request form (service businesses)
Use A/B testing to reduce friction in customer conversion
Add a support feature such as live customer service chat, or help desk/support ticket tools
Customer service contact info (such as phone number) should be easily accessed from all pages
Have a Frequently Asked Questions (FAQ) page to address common customer concerns
Feature customer content
Promote a loyalty/rewards program
Start an online community or forum.
Use features such as comments, to promote interaction with your audience
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TacticsGoal
Brand
Awareness
Reputation
Customer
Acquisition
Customer
Service
Customer
Retention/
Loyalty

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PrairieFoxWeb.com/ebook-download
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