Building an Online Store

When it comes to setting up a new physical retail space, most business owners will take the time to research demographics in the new area, write up a new business and marketing plan and not be afraid to spend time and money to make sure it works.

So why is it then, that as soon as that new store becomes an online one, planning and deliberation take a back seat. Many businesses will simply spend up big on a new website and sit back, waiting for sales to come rolling in.

The downfall of many online stores is that they do not go through the same planning steps that a ‘bricks and mortar’ store would, and this is major downfall because for many businesses, online stores make the same if not more, than their physical stores put together.

For a physical store, businesses spend extensive time and money on choosing the right store location and signage to make sure that potential customers can find their store. Online stores are no different. It is even more important to make sure consumers can find your online store because unlike a physical store in a shopping centre, there’s basically zero chance of a customer accidentally finding your store on the web. For this reason, it becomes essential that you have invested wisely in search engine optimisation (SEO)¬†and search engine marketing (SEM).

Without adequate investment in both these facets of e-commerce, customers won’t be able to find your store and any investment in an expensive, flashy website will be wasted.

The key then becomes utilising the right resources to make SEO and SEM work for your business. Whether this be a do-it-yourself attempt or outsourcing to a professional with industry knowledge (, it is essential that you take the first steps towards a successful online business.

For more on why you need SEO:

Craig Somerville is a Director at Reload Media, having worked extensively on the digital and online strategies of leading companies within Australia and around the world. With a background in marketing and economics, Craig's unique experience offers great insight into how the world of search and online marketing is changing in today's rapid marketplace. He is also a Google AdWords Qualified Professional and regularly consults on all aspects of digital marketing including search engine optimisation (SEO), search engine marketing (SEM) and social media.