The number of websites available on the World Wide Web has grown enormously since it was first introduced in 1991. In January 1994 there were around 700 websites available on the World Wide Web, in just 14 years this has expanded to over 100,000,000, and it has been estimated that by 2010 there will be over 200,000,000. Not only have the number of websites grown, but so has their importance.

A growing number of businesses both large and small consider their website to be their most important asset when it comes to the marketing of their business. As the World Wide Web expands, so is the amount of businesses who wish to promote themselves and sell their products online. A website which consists of just one page is simple, yet effective and informative for both potential and existing customers. A growing number of people are using the World Wide Web to access information, services and products; therefore a website presence creates a market for a large majority of people, be they sellers or consumers. The World Wide Web has created convenience and accessibility for societies worldwide, which will only continue to expand.

Due to the World Wide Web expanding so rapidly in such a short space of time, businesses are starting to realise that to keep on top of the game a website is simply a necessity in today’s society. It is however, unfortunate that many small businesses have been disappointed with the results achieved by their websites. If a business wishes to own a website as a simple point of reference with a flashy design and informative

information then what they see is what they get, fantastic. On the other hand, if a business has unrealistic expectations such as 100 new customers within a month then a simple website will not do the business justice. Few people seize to understand that a website is not just about a fancy design, yet it all depends on what the business wants their website to do for them. As was mentioned before a fancy design as a point of reference is fine. But if the business wishes to use their website as a marketing tool or to appear on page 1 in the search engines then extra work is to be carried out. From search engine optimised content, (whereby keywords are taken into consideration so that the website will score high in the search engine rankings) to the developer making the website search engine friendly. The consideration taken to design, produce and finalise a website so that it is marketed to rank high in search engines is underestimated as optimisation is a whole other skill.

The World Wide Web is expanding, it is undeniable how important it is to maintain a search engine optimised and regularly updated website for all businesses and organisations no matter how large or small. The website is the modern marketing tool for anyone, offering customer accessibility, a point of reference and possible sales. Additionally, a website presence (no matter how large or small) acknowledges that your business is entering the modern age that is the World Wide Web.

Emma Place                                                                                                       

 Xeaura Website Management