More customers buy their products online, therefore having a website has become increasingly more important, but how do you make a successful website? In this book Taryn Lee Johnston a webmaster with 20 years of experience in designing and marketing over 100 websites, provides you with lifelines to get back to shore in this new age of Multi Media Marketing.
Synopsis:
In the first part of the book Taryn Lee explains the first steps you take before building your own websites stating with Market Research. It is essential to know your customers and how to reach them, but also to know your competitors and their place in the market to make sure you set prices that are realistic. 
Another part of this chapter are the keys to online success. Here the following tips are provided: Tip 1: teach yourself the Google and YouTube are your friends. Nowadays you can learn all you need online in seconds, join forums and don’t be afraid to ask for help if you’re stuck. Tip 2: Be different from your competitors. Don’t copy the style and content from your competitors instead feel confident and creative to create something that will distinguish your products and services from your competitors instead. A few ways to do so are through Unique Selling points and an easy to navigate website, clear product names with a high quality picture. Most importantly, keep you site up to date by committing time and effort to attract repeat visitors.
In the next part of the book you will find the first steps in building your own website. Here you will find some easy to read guidelines regarding website information, the importance of testing your website first, but also how you can come up with your own strategy. Here Taryn Lee stress that what you want for your web shop isn’t always what you need, always ask the right questions and not “how can I let my site look like that of an competitors?”
Furthermore Taryn Lee Johnston discusses how to convert strangers that visit your website into repeat customers with just a few basic steps: 1. Effective marketing. 2. Quality content. 3. Strong trust factor. 4. Usability. 5. Taking care of your customers. Another topic you will find in the book are the Social media do’s and Don’ts, and even the summary of the book you will find tips regarding online selling and common mistakes you should try to avoid.
Review
Are you new to selling your products and services online? Or are you just looking for some tips and trick from a webmaster with experience? Then this book is definitely for you. This book provides you with an invaluable introduction towards creating your own web shop. The book is written in a short but clear way that provides the reader with practical help, advice and tips throughout the book without wasting the reader’s time.
The author covers the following key issues in her book such as market research, web site content, search engine optimization, converting your customers into repeat customers and of course social media. All the topic’s are presented to you in an accessible and easy to understand manner that will help you as a company, marketer and entrepreneur getting started in a position in which you can start asking the right question to yourself or others to make the web shop an great success. In the book Taryn Johnston makes it clear that selling online isn’t easy, but requires effort ,time and patience.
“the real secret to online Success is actually based on very old truths: Success demands effort, patience and perseverance”
Many people think that building an online shop is easy, and often believe that creating one means that the customers will come to you and that all you have to do is kick back and watch as the sales come in. But this couldn’t be further from the truth. Even after establishing your website you have to keep on going and find new products, content, keep on trying to find new sales channels, use social media to promote your web shop and products.
About the author 
Taryn Lee Johnston has been a webmaster for 20 years in designing and marketing over 100 websites. She also writes online articles for social advisors.
Conclusion
The book cover sall the topics from building your website to creating content and marketing strategies. So if you’re starting your own web shop this book is an easy to read but mostly not time consuming. It truly is a beginners guide because you will guided through the entire process step by step. But if you are an established and successful company, this book won’t add much value to your web shop. This book really is focused on start-up businesses. So if you are a start up business and are interested in reading this book? You can buy the book at Bookdepository for only € 5.58 with free shipping.
References
Johnston, T.L. (2013). eCommerce: the beginners guide to opening an online shop. UK. FCM Publishing.
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