How to Get Your Business Online

You have decided your business needs a web site. Considering the Internet has reached a pivotal stage where users can find distinct, definable areas, now is a great time to go online. In NetSmart's recent report, "What Makes People Click," 63% of those surveyed report visiting the Internet to seek specific information about goods and services. Eighty-one percent report using the Net to research major purchase decisions. Thirty-seven percent purchased products online; 46% bought at retail stores.

While an Internet presence can cost you time and money, it can also make you money. Before you put your business online, consider:

1.The objectives of your Internet presence should mirror your organization's overall objectives. Who are your audiences and what is your message to each? Will your site's design and content help you reach your goals? 2.Locate your web site where your customers and prospects are. 3.Consider image and return on investment when you choose your site's location. Is it important to you to be located in a well-marketed space that allows you to keep up with the latest web marketing techniques and technological
advances? 4.Define ways to measure the success of your site before you go online. Will the Internet allow you to service and sell to existing customers more effectively? Can you avoid time-consuming, "false" leads by publishing detailed information about your company online?

Next, you must make some decisions about your web site. How important is it that your company have its own domain name (for example, http://www.yournamehere.com)? Is the benefit worthy of the long-term costs? Then, you'll need to register your domain name, or your Internet address. The registration fee to InterNIC is $100 for two years, with a $50 maintenance charge each year thereafter. If you contract out your web site construction, ask the web developer to take care of registering your domain name for you.

Next, decide whether to build your own site or contract out the design and construction. If your web site will be simple, perhaps a single home page with some text and your logo, you could probably handle the design and programming yourself with web authoring software -- provided you have the patience and interest to learn. You must also decide whether you will host your own site or contract with a web hosting company.

For more complex sites, including databases, audio or video, you should consider outsourcing construction. Visit sites the firm has created, get references and stick with a company that understands your industry. Don't assume that your web designer can handle all aspects of building your site. You may need to assemble your own team, including an Internet marketing expert, a designer and a programmer.

Finally, you must let people know you're online by getting your site's name listed in online directories. An easy way to put your site's name on a variety of directories is to fill out the proper forms at http://submit-it.permalink.com/submit-it/. You should also promote your site to existing and potential customers through conventional marketing methods.

Building Your Own Web Site

Most online services offer easy ways to create your own home page with software that makes it simple for even a novice to use HTML, the programming language of the Internet. Make sure you can take your home page with you if you want to use your site in another location.

There are several off-the-shelf HTML authoring software packages on the market. Some popular packages include: Adobe PageMill ($99), Macromedia Backstage ($399) and Microsoft FrontPage ($149 list, $109 for Microsoft Office 95 users, $99 street price).

Hiring Others to Build Your Site

When you contract out your site's development, you provide the strategy and content; the web developer builds the site. HTML programmers typically charge $30 per hour. CGI/JAVA programmers, who specialize in programming graphics, bill an average $80 per hour, as do graphic designers. Web developers can create your site for about
$2,000 to $15,000.

Hosting Your Site

In cyberspace, your business' location is just important as it is in real life. You'll need to consider viewership, costs and more when you choose your location on the web.

To host your own site, you'll need a web server (about $15,000), an high speed modem connection (about $2,500 per month) and one full-time employee ($5,000 per month)
to manage the site. Additional security will require thousands of dollars for special hardware, software and back-up security tools. Always use a PC separate from your
company's system as a server for security reasons.