Putting Your Business on the Internet

Putting Your Business on the Internet

by Donna Panzo, HTML Programmer

If you watch TV or read a magazine, you have seen those infamous letters… www.somethingorother.com sneaked into the corner of many advertisements. The Internet, or "web", is becoming today’s medium for disseminating information, any kind of information. The question is: Does your business belong on the Internet?

Putting your business on the Internet is a commitment that your company needs to consider now. There are many benefits to having a presence on the web, but like any endeavor, there are also pitfalls and much to learn. We believe the Internet can be a cost effective and intelligent solution for almost any type of business. So, how do you start?

You must first decide that the Internet is right for your company. This is determined by considering the advantages and disadvantages of a web presence. The advantages to having a web site can be numerous. The Internet, by its very nature, is nonlinear, nonhierarchical and is not bound by time or space. Consumers can access your web site at any time of day or night to find the information they need, to write a proposal, or make a critical decision. If the information needed is not on your site, they can e-mail your company, instantly and ask for it. Having instant access to a company also requires that the company respond as soon as possible to the request, even if it is just to say that you need time to find the answer. The web allows your company to advertise on equal footing with the giants of your industry. The web is not bound by conventional limitations and no one person controls the information on it. No space is more or less prestigious on the Internet. All web pages are equally available for anyone to see. Your job is to publicize them to the best of your ability, but that topic is another column, altogether. One of the major pitfalls regarding the decision to launch a web site is the commitment to keeping the web site up-to-date. Web surfers get bored quickly, and if the information on your site doesn’t change regularly, your visitors will stop visiting. These considerations in hand, let’s say you give the go-ahead. Where do you start?

Start by surfing the web, itself, if you can. Find out what you like and don’t like. What appeals to you? What seems to work and what doesn’t? Read up on the Internet. Don’t get one of those ten pound bore-you-to-death manuals; find a book that is nice and thin (and cheap), and start there. It’s kind of like going into an automobile dealership: the more knowledge you have, the less they will be able to snooker you! Write down the sites you like, or "bookmark" them in your favorite browser. Don’t forget to share your idea with key people in your organization. Have them surf the web, as well, and then get together for a brainstorming meeting. Come up with wild and crazy ideas, as well as those that you think are more productive, and write everything down.

Once you have developed ideas that you believe accurately portray what you want to communicate, then you must make choices about what, exactly, you want your site’s content to be. First and foremost, decide what audience you want to reach, what the purpose of your site will be, and your objective(s). Look at the printed materials, promotions, and press releases your company currently has available to see how the information contained in those brochures can be ported to the web site. Secondly, prepare a simple outline with bulleted points and present the outline to the members of your planning team. Designate a person that will be in charge of managing the web site. If you have a person already working in a similar area (computers), they will usually have the most knowledge about the Internet. Pick their brain. Remember, since the web is new, your company may be able to break new ground by designing web pages that will target a new audience, such as 18 - 25 year olds who are into classical music, or grannies who are into motorcycles. Whether you have an in-house programmer, or contract with another company, if the promotion or concept isn’t working, you can change it easily! Let your web site reflect the two key characteristics of the Internet – it should be informative and fun.

Once you’ve decided upon the content of your web site and you’ve done the research, contact web service providers. The best customer service is usually furnished by local service providers. Local service providers are members of your community, and therefore, have a vested interest in the success of your site. They are right around the corner and will be available to help you if a question or problem arises.

Ask a lot of questions about the company itself , the services they provide, and about your potential web site. They should be able to explain anything you don’t understand or they should be able to find the answer in a reasonable amount of time. Remember, the Internet is new. No one can call themselves seasoned experts. (Note: If a company says they have been working with the Internet for the past ten years—they are probably exaggerating!)

Here are some important topics to ask about:

• Initial Free Trial Period (Is there any way to try their service out? Can you get a break for paying for a year in advance?
• Site design charges –What do they include? Do changes incur additional cost?
• Site maintenance charges – What, exactly, do they consist of, and what do you get?
• Are there monthly fees, and what do you get for those charges?
• Individual domain names (yourname.com) vs. being part of a "mall" type environment (cost vs. benefit)
• Registration Services - Do they register your site with search engines, etc.

Remember, you get what you pay for, and if your site looks shabby or unprofessional, you won’t attract too many interested visitors. Spend the money up-front for quality site design. There are many companies offering great services at affordable rates. Comparison shop as if you were looking for a cosmetic surgeon. Tell them you want to see everything they have to offer. Collect as much information as you can.

Once you’ve garnered all the information you want from different companies, compare them. Make no quick decisions. Like any other business, Internet companies will start and fold. Don’t hesitate to ask for references, and be sure to call those references, as well as check out their web sites. (Again, remember what you paid for the advice you are getting and take it with a grain of salt.) Ask yourself if you want to be associated with those companies or work with a company who would associate with them.

Finally, remember that being on the Internet is not like being in a magazine or on TV. The audience must find your company through search engines, e-mail of mouth (If you have a really cool site, this is definitely possible), newsgroups, etc. You must generate some excitement about your web site by telling your employees and putting the site address in all your company literature. Don’t expect a tidal wave of response in the beginning (meaning up to the first year your site is on the Internet). It takes time... but for now at least, the price is definitely right!