Getting Started on the Internet

Why Join the Web?
Many sites on the web have no clear purpose. A Web site needs have a clear place in the business plan. Web sites provide a variety of services, but the two most popular are advertising and direct sales. A well-done advertisement site answers common customer questions and provides contact information. It also conveys the business’ style through the layout of text and graphics, color scheme, and writing style. Direct sales sites have all of these characteristics; in addition they offer the ability to purchase goods or services online. Starting with the advertisement model and expanding from there as needs arise is often the best plan of attack.

What is in a Name?
Once the decision to create a web site has been made, a domain name must be registered; in other words, the name that people type in to find your site, such as www.yahoo.com. The name of your web site is important because it should be memorable, and it should convey a brief idea of why the company is online. If "Sarah's Cupboard" were the name of a jellybean manufacturer, they would probably do better with a domain name like www.goodjellybeans.com because it is more memorable, although I would still register www.sarahscupboard.com and set it up to go to the same site.
To find out if a domain name is already in use or register a name, visit www.networksolutions.com/whois.

How can I set up shop?
Just as it takes four walls and a roof to conduct business in the physical world, it requires a web hosting company to set up shop in the online world. The main function of hosting companies is to provide storage space for your web site on their servers and manage the connection between that storage space and the rest of the Internet. Look for 24x7 technical support,
references, and reasonable rates. Free hosts usually have some undesirable restrictions.

How do I create the site on my own?
Make sure that the hosting company you choose has Microsoft FrontPage extensions installed, and that they are available to you. Then, purchase a copy of FrontPage ($149.00 SRP). A good way to learn the basics is "FrontPage Step by Step" (ISBN: 1572319801, $29.99 SRP). Computer savvy users should consider starting with "Microsoft FrontPage 2000 Bible" (ISBN:
0764533134, $39.99). With software in hand, it is time for creation. Creating a web site can be both enjoyable and frustrating. It draws heavily on both creative and artistic talents, requires effective use of technology, and all the while a good business sense must be maintained.
Before beginning to design a site, browse the web. Observe how other people's sites are put together. Use this as a starting point for your own site.

I don't have enough time; can I just hire someone to build it?
Developing a Web presence takes time and effort, but hiring someone to do the design and/or technical work can alleviate some of the pain. A professional designer can develop pages that pull in the customer and provide that slick, finished feel. Technical experts can get advanced technical tasks up and running in no time. Selecting the right person for the job, however, can be difficult.
The first thing to do is pick up the phone book. Unless you already have contacts, hiring someone halfway across the country is not the best idea, as information exchange and project management can be difficult. Call the designers, and obtain a list of sites they are responsible for developing and maintaining. View those sites, and contact the site owners to determine what their experience with the professionals was like.

I have built it, when will they come?
In order of importance, there are three main ways that people will find your site; search engines, links from other sites, and traditional advertising. Do not overlook this step, but the space we have here is limited, so please visit webposition.com, selfpromotion.com, and promotionworld.com for some excellent tips on attracting customers.

What now?
Above all, the site must be treated as a business. Customer emails are as important as customer phone calls. Keep all pertinent data up to date. If there are specials in the physical store, post them on the site, but don't forget to take them down when the special is over. At a minimum, visit the site once a week, and do something new on the site once a month, even if it is just change a graphic.

June 2000, Brian Culp