Survivors Guide to Web Enabling
Your Business

The article title may be a bit misleading. This information does not just apply to business, but can be applied to anyone who wishes to create a web presence. The information prepares you for what's to come, and may also help you to realize that just deciding to get on the web is a start but it is not the only thing you will need to do.

1. Site Audience
   Who is your audience? Is the site an information resource, or will it exist to offer products and services to clients worldwide.
   
   Many business owners downplay the Internet as a tool for businesses that want to sell worldwide. In fact, more than 80% of web sites are created as simple information resources. Consider the costs of web promotion compared to traditional methods; the costs are much lower.



2. Company Objectives
   What are the objectives of the company? What are the short term and long term goals?
   
   People wishing to get onto the web often want to do so and are not sure what to do once they get there. One of the most difficult things for us to get from new clients is the content that they want to have on their web site. Knowing what market you are after, or even why you want to be on the web will only help to ease your growth to the Internet. Set a short term goal of listing product or service information as a start. As time goes on it will become easier to add to this content. Nothing is more intimidating than a blank sheet of paper (or computer screen ;)



3. Internet Service Provider
   What is an Internet Service Provider? Why do we need one? How much should it cost?
   
   Once you have decided to make a presence on the Internet, you will need to pick an ISP (Internet Service Provider). There are numerous ones that exist worldwide, and the thing to remember here is that you do not need to deal with someone geographically close to you. There are no geographic boundaries where the Internet is concerned. The ISP that you pick should offer business hosting services, these services should include (at a minimum); web hosting and email services.

   The ISP will host your site on one of their servers which is available 24/7. This server will have what is referred to as a "static IP address". Basically this is like a phone number that will be associated with your domain. The number must remain static for people to be able to easily find your web site.

   Basic hosting should never cost more than $20/month. Some services offer free hosting but often do so while including banners on your web pages. It is these banners that are used to generate money from your web traffic. Other things to consider when costing out the web site are dynamic elements such as shopping carts, guestbooks and payment gateways. Costs can also be higher if you are lucky enough to be drawing large amounts of traffic to your site. Expect to pay from $10-$50 per month.




4. Web Developer and Site Designers
   What requirements are necessary for a web developer to fulfill? Secure transactions, database implementation, and knowledge of technology, good balance between "flashy" and "functional"
   
   Everyone knows a web developer. You may not think you know one, but start to mention to friends and family about your thoughts on starting up a web site; suddenly everyone will have some advice for you. Don't be surprised if people you least expected are ready and willing to develop your site and get you on the web.

   All kidding aside, with the tools available today anyone can easily create a web site for a minimal amount of money. If you are fortunate enough to be artistic, then you may also be able to create your own graphics for the site. Early on your site may be nothing more than an information resource, and who better to populate this information than you?! As you continue to grow your site, you may find yourself requiring a shopping cart, online forum or newsletter system. These are also available freely but can often be very difficult to setup or customize.

   I mention a good balance between "flashy" and "functional" because you need to be aware that your site not only needs to look professional but also needs to function correctly. A site with cool graphics may present a WOW-factor inititially, but without the functional components it may drive potential clients away. And on the other extreme, a visitor should never have to read a manual to determine how to navigate and interact with your web site. A good web developer should be able to present samples of their work for you to determine their level of expertise. Before meeting with them determine what functional components you will require short term and long term as you progress with your web site.




5. Project Budget and Timeframe
   What is the project budget? Initial? Monthly? Yearly? What is the timeframe? 2 months? 2 Years? Milestones?
   
   Another very difficult part of the startup is determing what you want and when you want it. All too often clients decide they want to be web enabled, and decide that it needs to be done within the next two weeks. You should create a timeframe that includes the stages that you will be implementing functionality on your site.

   Consider the following items: Initial development, Monthly costs; hosting, dial-up (or HighSpeed access), Yearly costs; secure certificate, domain registration, maintenance charges. Each of these items will of course cost money, and may require time to implement. If you decide to develop the site yourself you may be able to save yourself the initial development costs. Unfortunately the monthly charges can not be avoided. They are required to make sure that your web site is accessible 24/7. Granted that hosting with a free site may not cost you any money if you are okay with someone else's banners being displayed when your site is accessed.

   Domain registration is not expensive, and you should be able to obtain a domain for less than $25 a year. If you do decide to take payments online you will need a secure certificate which can be purchased for around $350/year. Some hosting companies rent their SSL certificate and in this case you may end up paying an additional $5-10 for your domain hosting instead of the $350 per year.

   Set some goals for your site. A basic site with only a few pages may cost you nothing, or might cost upwards of $500-600. Again, check the developers references to be sure you will be getting what you agree on.




6. Web Site Promotion
   How will you market your new web site? How much will marketing cost?
   
   

   This goes back to the first point; what is your business focus? why are you bringing up a web site? If the site is an information resource for the local community then consider standard marketing, and include the web address on any of your own correspondence. If the site is an information resource, or a sales tool for markets outside of your community then consider banner/link exchanges and search engine optimizations.

   All too often new clients are concerned with the amount of traffic coming to their web site. This should not be a concern if you are focused on your local market. To have your business list high on a search engine is good, but the work to do so would be a waste of time if you are offering only services to local business and/or residents.

   If you are working on the next .COM million dollar business venture then you will need to investigate search engines and search engine strategies. This topic by itself could fill volume upon volume. An excellent site for information relating to this is www.bruceclay.com.