Growing Your Business On The Net

by Peter DeWolf

In the last column we looked at the advantages business can realize from a
presence on the Internet. This week I will look at the mechanics of making
those possibilities work for you.
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A Home Page is the usual way in which a business or a person lets the world
know they are there. Most Home Pages are written in a computer language
known as HTML, or Hyper Text Markup Language, a protocol that most
modern computers and navigation programs can read while they are
connected to the Internet. HTML allows for graphics and colour, as well as
text, and can interface with GIF & JPG type pictures. In layman's language,
this means that you can not only show your text ad, but pictures of your
products, logos, and other graphics. Some specialized add-ons can also allow
those people so equipped, to hear sound and watch moving video, advertising
your business. The new Java protocol will soon allow this type of interactive
production to be commonplace, rather than the exception.

The production of your Home Page should be done as carefully as you would
place any advertising, reflecting your professional image. One of the biggest
mistakes, is to put a lot of graphics on your main page. As we have discussed
before, the Internet can be slow at times, and there is nothing more frustrating
than logging onto a site, only to wait several minutes while 10 pictures with
high graphic content, try to squeeze down the pipeline. I can promise it will
be the last time I log onto your site. The best way to approach the problem, is
to have a main page, with Hyperlinks to secondary pages. This way, the
customer can download the main page quickly, make a selection from a
menu, and go directly to the products or services they have a particular
interest in. I don't want a graphic picture of widgets, when it is gidgets I want
to buy.
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Getting yourself listed on the search engines is also critical, as when most
people go looking information, this is where they start. Listings with other
related, but non-competing businesses is another way to increase the number
of visitors to your site. You will be expected to reciprocate of course, so
make room on your home page or site for "links to related sites". This is done
in the HTML format, with a graphic button, or highlighted text, with a URL
or address imbedded. When clicked on by a visitor, it downloads the new
address to their computer, and away they go to the new location.

Several programs are available including HTML Pro, and HotDog, to allow
you to create your own pages, but unless you have some experience, or are
willing to spend the time to learn, I suggest you have someone create the page
for you. It is art as well as programming, and a pretty good knowledge of the
Internet is helpful. There are a number of companies and individuals who do
this professionally, so look around carefully, some are better than others.

To obtain a home page, most Internet Service Providers allow non-
commercial space to private individuals as part of their regular account, but
charge an additional fee, generally in the 25 to 50 dollar range per month for
commercial enterprises, depending on the size and traffic expected. They may
also be able to point you in the direction of a reputable consultant. With 4
billion dollars in direct business on the Internet, it makes sense to get on
board now. In the next column we will look at security on the Internet, myths
and fact. The truth will surprise you. Until then, see you in cyberspace.

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