Every small business should have a presence on the Web. Whether it is a full blown, interactive Website or a simple one page "pamphlet" site, Web presence is the most economical way to prove the validity of your business to your customers. Your Website should allow customers an opportunity to learn about your brand, thus deepening your relationship with them.

You don't need TO UNDERSTAND COMPLEX PROFESSIONAL applicationS to make
a good-looking Web site.

You can build your online presence with a minimal financial investment. When designing the look of your Website, keep in mind that it should match the look of your business cards and your logo, as well as your stationary and so on, thus, creating a CONSISTENT image. In my book BRANDING TO THE POWER OF 5, I describe how to understand and maintain CONSISTENCY in your small business so that your brand permeates a sense of dependability to your customers.

THE THREE fundamentals THAT
make up a simple Website:

1. A Domain Name
A domain name (ie. www.YourCompanyName.com), also known as a URL, is what people type in their Web browser to get to your site. Domain ownership is purchased and renewed on a yearly basis.

Your domain name is an opportunity to demonstrate CONSISTENCY to your customers. The URL name should be the same or similar to the name of your brand. Be concise with your domain name and try to get a .com address before considering a .net or .us suffix. Dot com "endings" have more clout in customer's eyes.

2. A Hosting Account
A Website hosting account is where your Website's files (HTML, SWF, etc.) physically reside on the Internet. Your Website hosting account will give your site a space on the Web that is connected to the Domain Name you registered. Don't confuse hosting with your Internet Service Provider (ISP). ISP's offer DSL, Cable Modem or dial-up accounts that connect your computer to the Internet. The ownership of a Hosting account can be purchased and renewed on a monthly or yearly basis.

3. The Layout & Design
If you are not familiar with XHTML (the code used to program Websites), the easiest way to create a site is through an "Instant" Website online. If your small business needs a unique Website,

then I would recommend hiring a professional Web designer/developer. Starting off with a unique and professional Web site can increase the validation of a brand.

A Domain name, hosting account, and WEBSITE design can be purchased through these "all-in-one" services:

Homestead (www.Homestead.com)    PROS: Easy Tutorials; Nice Templates; E-Commerce; Can Upload Logo CONS: Must enter credit card for a "Free" trial; Many Bland Designs For as little as $4.99 per month; this may be one of the most ideal online Website creators. The templates have everything a small business needs for a simple Website. Plus, most every template works with a logo designed on a white background (you'll see what I mean by that in the Designing Your Logo section). They provide matching email address(es) with your domain name and offer traffic reports.

SiteCube (www.SiteCube.com)    PROS: Fully Animated Templates; E-Commerce; Can Upload Logo; Free Trial CONS: Cumbersome Interface; Too Many Options; Some Bad Designs Out of all the Websites reviewed here, this is the only one that offers Flash-only animated templates. If you are not concerned with SEO (Search Engine Optimization) techniques, a Flash-only site may be a good option to captivate your audience. $10 a month starts you off with a site that offers an experience offering music and video clips you can record yourself on the spot. I'd avoid creating a Flash introduction. Most people will immediately look for the "skip" button. SiteCube provides matching email address(es) with your domain name and visitor statistics.

GoDaddy (www.GoDaddy.com)    PROS: Easiest Online Website Creator, Decent Design Templates CONS: Overwhelming Cross-Selling Before Checkout For as little as $4.95 per month you can get GoDaddy's Website Tonight™. This all-in-one transaction (no set up fee) includes a domain name, hosting account, Website template AND a blog. It's very easy to set up and includes basic Website features such as forms and password-protected pages. But, the design templates are only ok. One of the 100 visual designs they provide will more than likely be generic enough to integrate with your business card design (colors, type style, etc). Keep in mind that if your logo is on a white background, it may be difficult to integrate into most of these template designs. They also provide matching email address(es) with your domain name and offer traffic reports.

Yahoo! (Webhosting.Yahoo.com)    PROS: Clear Setup Process, Free Domain Name, Free SiteBuilder App CONS: SiteBuilder App is PC only and must be downloaded Yahoo! provides an all-in-one transaction that includes a (free) domain name, hosting accounting and a Website design. With over 380 templates, one style should closely match the CONSISTENT image you are seeking to create for your small business. A simple control panel provides all the site management tools you need. Their free downloadable SiteBuilder application (PC only) is very easy to use because it works just like a word processor. Other nice add-on features include an automatic link to Yahoo! Directions, a site search field, a loan calculator and Paypal buttons. Also, Yahoo! will automatically add your site to their search engine once you register. They also provide matching email address(es) with your domain name and offer traffic reports.

Network Solutions (www.NetworkSolutions.com)   PROS: 30-Day Trial; Easy Initial Set Up; Paper Direct Stationery integration CONS: Can't Upload Logo, Bland Designs; Interface May Be Confusing Some Network Solutions Website templates match pre-printed Paper Direct stationery designs. Although it won't give you a unique look, it is a simple way to create inexpensive visual CONSISTENCY in a small business. You can set up your site free for 30-days to see whether you like it. Once you set up your account, you can associate your site with a domain name. They also provide matching email address(es) with your domain name.

FOR COMPUTER EXPERTS

If you have already set up a hosting account and have a domain name already, and own or have access to Flash, Dreamweaver, GoLive and Photoshop, then I recommend exploring the following links:

Template Monster (www.TemplateMonster.com)    PROS: Incredible Designs; Easy to Manipulate; Amazingly Inexpensive CONS: Other Businesses May Use the Same Design Being a Flash and HTML designer and developer, I have to admit that I absolutely love this site. Independent developers submit the full code to great-looking sites that can be opened in Flash, Dreamweaver or Photoshop to edit – for only $65. Wow! The only problem with that low price tag is that you do not own the design. Other people may buy it too. There is an option to buy the sole rights to use the template, offered around $2000. But, if you are just trying to start or improve your brand image, there is no need to own it yet.

Design Galaxy (www.DesignGalaxy.net)    PROS: Incredible Designs; Easy to Manipulate; Amazingly Inexpensive CONS: Other Businesses May Use the Same Design This is another online service for expert computer users and is similar to Template Monster. Design Galaxy also provides presentation and logo designs.

Site2You (www.Site2You.com)    PROS: Design Your Site Online, Beautiful Templates CONS: No Mac Support; May Require Some Technical Knowledge & Patience This site is an interesting concept. You design your site online, then download the files to put onto your server. I think the same guys who design templates for TemplateMoster.com create templates for this site as well. Although very beautiful, it may be difficult to integrate a custom logo into these templates. Otherwise, this may be a simple approach to not opening Dreamweaver or Flash for customization.

FOR MAC USERS

If you own an Apple computer, then you are in luck. Apple has released a product in their iLife software suite called iWeb. With this great tool, you have the power to build a simple, professional-looking Website with great starter templates that you can customize. It's very easy to make a Web page, blog, podcast, and photo albums that you drag-and-drop from iPhoto.

If you don't own a Mac and want a great entry-level Apple computer, then I recommend looking at an inexpensive Mac mini ($599-$799) preinstalled with iWeb. You can take your existing PC peripherals, such as your monitor, keyboard and mouse, and attach it to the computer without any drivers. Get one from MacMall.com - The #1 Apple Direct Reseller!

Planning your website

It's easy to create a Website when you write down what you need to say and know where you will put it:

1. Begin by opening any word processor and type out a concise sentence or two that describes the VALUE that your small business provides customers. These statements will act as your "guiding star" while you continue to write.
2. List a brief, two-sentence description of the overt benefit your customers will receive when interacting with your service or product. (This can come from your "Soul" Pitch).
3. Write a brief, one sentence summary of your service or product. Then,   bullet point the specifics and details of your service or product, from most important to least important. These specifics can be facts, outcomes, procedures, methodologies and/or pricing.
4. List what existing customers are saying about your small business and its products and/or services. Get permission to use their name on your Website.
5. Write down 5 to 10 common questions customers have asked you (or you will expect them to ask) and answer them.
6. Write down the reason you started your small business.
7. List the core members of your team and their accomplishments. Take a picture of each person, if possible.
8. List your general business contact information including email address, phone number and fax number. If you have a physical location such as a store, type in your address at maps.google.com. Once you see the map of your business, right-click the "Link to this page" link, copy the link and paste it into your document.
9. On the last line, write this: Copyright 2006 [Insert your business name here]. All Rights Reserved.
10. Optional: Take 10 to 15 pictures of people using your product or interacting with your service. (These pictures may be of help on your Website.)

Congratulations! You just wrote the outline of your small brand's Website. Use

this information, along with the example below, to create your small business' Website.

Website Design Tips & TECHNIQUES

• Navigation
  Navigation plays an important role in how a customer understands the VALUE your small business provides them. A customer is on your Web site to find out the benefit they receive from doing business with you. List the links to these benefits on your navigation bar first. Also, make sure you have a Home link on your Website.

• Site Content
  Base the text of your Website on your customer's needs and use your words sparingly. People who surf the Web are scanning for information, so capture your visitor's attention by describing what's in it for them, precisely and succinctly. For instance, when you write about your company in your "About Us" section, make sure that you write it in a manner that doesn't just list your small business' accomplishments. Instead, hiighlight how your business received a reputation while consistently helping fulfill your customer's needs.
  
  
• Search Engine Placement
  Once you release your Website, don't rely on "people finding you on the Web." Unless you are very specialized, it will be difficult to reach the top ten results in Google, Yahoo, or any other search engine. There are services that can accelerate this process for your small business, such as Prominent Placement, but this procedure can be expensive. If you own a small business that depends on internet traffic, I would advise you to make an investment in your search engine optimization strategy. Otherwise, direct the people you meet to your Web site and focus on using it as a sales-support tool that demonstrates your small business' CONSISTENCY.
  
  
• Online Stores
  If you want to sell items online and accept credit cards, you may need to apply for a Merchant Account. This process is not complex, but it may require some patience. First, I would recommend asking your bank about the options available, then afterward, consult with your hosting provider about set up.
  
  PayPal is a very popular alternative for small businesses. As with any merchant account, there will be a percentage that you pay, based on each transaction. This fee is usually deducted when the customer makes the payment and ranges anywhere from 3-5% of the transaction. There is an additional fee charged per transaction, which can range between 0.30 and 0.50 cents per transaction. If you want for customers to pay online through PayPal, make sure they pay your business name and not your personal name.
  
  
• Important Note about using Blogs

  A Blog is different from a Website. Blogs are used as an online "journal" that you can publish your ideas and thoughts onto. I don't suggest using a Blog unless you are willing to populate it with useful content on a regular basis. If you do want a blog, try Blogger or Six Apart's TypePad.

  
  

• Going Beyond a Simple "Brochure" Website
  As you grow your small business, your Website will become an excellent vehicle to generate additional revenue. If you want to take the time to set up a more comprehensive Website, I suggest exploring Yaro Starek's Small Business Branding Website. It contains a wealth of information regarding how to optimize your Website and make money online.
  

Your Website is only one PIECE of your SMALL brand's representation.

As a small business, your Website is a very important marketing and communications tool you need to invest time into. It should stand on its own and match ALL the visual elements of your brand – such as your business cards.

STEP 2: Learn How to Design Visually Appealing Business Cards >>