"I Want to Set Up Shop in Cyberspace. Where do I go from here?" by Becky Barnett
 

If you've decided you want an address on the World Wide Web, you're probably wondering where to start. In the second article in this series, I will address this question and provide three steps to start you on your way.

Step 1 - Understand the Internet

Before you consider marketing on the World Wide Web, I suggest getting out there and getting familiar with what it has to offer. The Web is part of the Internet. The Internet is a collection of thousands of computers, connected together and accessed through phone lines and your computer's modem.

What is a Web site? You can think of a Web site as interactive communication about your company, your products and your services. Web sites can include sound, movies, text and graphics, and hyperlinks that allow viewers to move from one page to another by simply clicking a word or phrase. A Web page is simply what you see on one screen when you access a Web document, or site.

How do I access the Web? To get to and move around the Web, you need a browser. A browser is a software tool, such as Microsoft Internet Explorer or Netscape Navigator, that allows you access to Web sites. You can download and use for free Microsoft Internet Explorer 4.0 or Netscape Communicator 4.04 Standard Edition.

Can I reach my target audience on the Web? Generally most companies can. However, each industry is unique in the target market they want to reach. Do some research to find out if your customers and prospects have access to the World Wide Web.

Step 2 - Choose a Provider

Before creating your Web pages, you'll need to decide how you are going to get your site on the Web. You may choose to run your own Web server or pick an Internet service provider to host your site.

When you're ready to publish your Web site, you also can choose from these basic options:

Lease space from an ISP. For a small monthly rate, many Internet Service Providers (organizations that provide Internet access, such as MindSpring Enterprises, BellSouth.net, or Envision Technologies) will host Web sites for their customers.

Hire a Web consulting or development firm. Firms that provide assistance with Web page design and maintenance often, for a small fee, can rent you space for hosting your Web site.

Set up your own server. This requires a dedicated high-powered personal computer or workstation for Web publishing and maintenance. Given large resource requirements, this option is generally only cost effective in large companies.

I have deliberately placed these questions in this order. You might, for example, have the technology and marketing savvy to create and deliver a very slick Web site, but without a clear set of business goals, your site will probably yield minimal returns.

Step 3 - Create an effective, interactive Web site The power of the Internet is the ability to interact directly with you customers and prospects. Take advantage of this interaction to achieve optimal results.

Do you build the web site yourself or hire someone to do it for you? There are four main elements implied in the term "Web site development." They are:

1. World Wide Web and business knowledge - When developing a Web site, you need to both understand your customer, understand the capabilities of the Web, and to fully integrate the Web site into other business and marketing functions.
2. Content development - Your site's offerings should be guided by the goals you establish for your Web site. Once you've set those goals, you'll need to determine the site's features and functionality, and prepare some clear, effective text.
3. Site design and branding - Effective graphic design and marketing can create an attractive, professional-looking site that communicates a clear message about your company's offerings.
4. Programming - If you plan to create a dynamic and data-driven web site, you'll need some programming to make it happen.

Since the skills needed to make a success of these various elements are quite varied, it makes sense to weigh the question of in-house vs. contracted development for each of these four components. Most small businesses will find the optimal price/performance solution is a combination of both.

My next month's article will focus on selecting a Web site developer, and explore in greater detail the four main "Web site development" elements. Until then, I wish you as always great prosperity and 'Net success!

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