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How to Get On the Web (and Stay There)
To get on the web, there are a couple of options available
to you: Hire an all-service developer, or do-it-yourself.
If you have the capital, an all-service web developer is
the way to go. All you have to do is provide your needs and
preferences to the service and they take the ball and run
with it. Your site will be on the web and making money without
you getting involved in the nuts and bolts of web matters.
Do a search on "website design" and thousands of
them will appear for your shopping pleasure.
If you have the time, talent and inclination you can save
some big bucks by doing the work yourself. This article explains
what that work is and how to do it.
Since you're here, you've probably already accomplished steps
1 and 2, but I did promise you A to Z so here ya go...
Step 1: Get Connected
You need a way to connect your computer to the Internet.
Phone modem is the most popular method right now, but cable
modem is a relatively new method that’s hot on its heels
because it provides high bandwidth. Phone modem will tie up
your phone line while you're online so if you plan on spending
a lot of time on the net, consider installing a second phone
line.
An Internet Service Provider (ISP) provides the link from
your computer to the Internet. The ISP is a computer that
stores information such as your e-mail, and gives you a browser
to navigate with. Examples of ISPs are AOL, Compuserve and
MSN. Fees vary, and are getting lower by the day, it seems.
If you will be using phone modem instead of cable, shop for
a provider that has a local phone number to avoid long distance
phone charges.
Web ISP List provides a search feature that lets you shop
for an ISP. Or shop using the search engines and directories.
Most ISPs have free trial offers but be aware that if you
change ISPs after your trial offer has expired, your e-mail
address will also change, so you'll need to notify everyone
of your new address. This isn't as easy as using the postal
service's change of address card, either. You'll have to notify
everyone individually all by yourself.
STEP 2: Get a Host
A web host provides a place for you to store your web pages.
Fees vary widely, from free to $1,000+/month, depending on
who the host is and how many features you require for your
site. Examples of features include use of your domain name
as your URL, secure transaction processing (online credit
card payments), forms processing, shopping carts, counters,
e-mail accounts and autoresponders.
The best way to select a host is to shop and compare. There
are a couple of ways to do this: Use search engines and directories,
or use a comparison site.
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If you use search engines and directories, print the
host price lists and features so you can compare the features
that you need with how much you can afford.
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Comparison sites allow you to search for a host by the
features you require, the server location, etc. These
search sites don't list all hosts, but more than enough
to select from. The drawback is, you may miss out on inexpensive
up-an-comers if the list isn't frequently updated.
Here's one to check out:
Webhost List.
I did mention that you can find free hosting, but I wouldn't
go there. Your URL will be too long for people to remember,
and the ISP’s advertisers will place ads on your pages.
It is much more professional to hire a host that allows you
to use your domain name as your URL, and limit the advertising
to your own.
Host Index explains the host types, what to look for,
and what to avoid. There's also a host search tool there,
but you can't shop by feature.
STEP 3: Get a Domain Name
This is the unique name that identifies your website. Example:
www.yourname.com. If you are serious about doing business
on the net you should get a domain name. The cost is minimal
— $10 to $30 per year. The easiest way to get a domain
name is to purchase it at the same time you sign up for your
hosting service.
STEP 4: Get a Website
There are two options available: Make your own or hire a
professional designer.
Make Your Own
If you have the time, talent and inclination, making your
own site can be very rewarding. You’ll need a working
knowledge of computers and some artistic skills. If you don’t
have either, hire someone. A sorry looking site is as good
as not having a site at all: Your potential customers will
equate an unprofessional looking site with the way you do
business and go elsewhere. But if you want to give it a try,
you can practice on a personal site first. Your ISP probably
provides an easy way to make a personal page. It will take
just a few minutes to set up the layout, then you can plug
in your content and paste in some graphics.
If you like the way it turned out and want to try your hand
at making your business site, you'll need some software: An
HTML editor to build the site, a graphics editor to make custom
images, and FTP (File Transfer Protocol) software to publish
it, if it's not included in your HTML editor software. Don't
think that this is a one-time-use investment. You'll need
it to maintain your site so you'll get lots of use from them.
Get a WYSIWYG HTML editor. These are the only way to go for
beginners, so you don't have to learn all that nasty code.
If you're working on PC I recommend
Dreamweaver. Or if you're on a Mac try
BBEdit.
There are MANY resources available to help you learn how
to design. I have included some of my notes on this site.
Also check the Resources page
for a list of design and development tutorials elsewhere.
Hire a Designer
A site designer is a specialist in creating websites. If
you can afford it, this is the way to go. A good pro will
integrate your identity into the graphics and merge your online
mission with the site's functionality. Your friendly author
of this tutorial is just one of thousands of designers on
the web (yes, that was a shameless plug). Shop and compare
using the search engines and business directories, just as
you did when you shopped for your host.
Alrighty then! You're online! But don't sit back on your
laurels and start counting your chickens just yet ...
STEP 5: Promote Your Site
"If you build it, they will come," does not apply
on the Internet. You can have the most wonderful website in
cyberspace but if you don’t promote it, no one will know
it’s there.
There's a lot to do so there's a separate article dedicated
to this subject
Website Promotion
STEP 6: Maintain Your Site
But, the site is on the net. What else is there? For one
thing, if you want repeat customers you’ll need to give
them a reason to return. Don’t rely on your product or
service alone. Your competition is fierce and you must provide
something unique. Periodically, add a new product or service
and give it a flashy "new" sign. Offer limited time
promotion prices, offer to send an e-mail if you update something,
send a newsletter, run a sweepstakes or contest. Your goal
is to get the customer to bookmark your site so give them
a reason to want to come back again.
Tip: Put your
frequently changing info all on one page. Then all you have
to do is update that one area, rather than having to change
bits and pieces throughout your site. For instance, put "News"
in one area on your Home page, and use a single page for promotions
and limited time offers.
Step 7: Review Your Data Log
Your host site should provide you with a data log, or "hit
report." It lists, among other things, how many visitors
have been to your site, how long they stayed, and most importantly,
where they came from. Compare your promotion methods to the
data and see if your promotion methods are effective.
If, for instance, you don’t see a link from one of the
sites your banner is on, try to figure out why: Does the banner’s
host site really get as much traffic as they say they do?
Are the demographics of their visitors the same as your customers’?
Is the banner itself an effective one?
The data log can be an effective tool if you use it to dig,
and ask the right questions. Use it to hone your advertising
efforts and target the most effective means, while eliminating
the methods that produced little traffic for you. For more
information, see this
Webmonkey article. I adore the monkey, by the way. That's
where I started, back in '98, before all the other design
and development resources sprung up.
Keep Them Coming Back
Whew! It's not easy, but well worth the effort when you end
up with a successful website. Can you rest on your laurels
now? Well, maybe for a bit. Go celebrate! Crack a bottle of
champagne on your PC and christen the new site. When you get
back from the party remember to maintain your site, review
your hit report and marketing strategies, and adjust the elements
of your site and your marketing as needed. The major work
is done but occasional tweaking is necessary to draw new customers
and keep your current customers coming back for more. Add
a news section if you'd like and keep those specials updated!
If you offer a newsletter, be vigilant about providing useful
and timely information to your subscribers.
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