TeleSouth

Should You Build a Web Site?

Revenue Generation
Expense Reduction
Enhanced Customer Relations
Content development
Site design and branding
Programming
Site hosting

So you've been thinking about hanging a shingle in cyberspace? You're in good company. Businesses are flocking to the Internet to reap all the rewards the interactive medium has to offer.

But is it really for you? Before you stake your claim on the Web, ask yourself two critical questions. First: could the Web improve my business? And secondly: could I harness the technological and marketing resources that it would take to make a success of my Web site? The order of the questions is important. You might, for example, have the technology and marketing savvy to create and deliver a very slick Web site, but without a clear set of business goals, your site will probably yield minimal returns.

So, what are the right reasons to get on the Web? Let's consider the usual suspects:

Revenue Generation

While this may be the most obvious lure, it's probably the hardest thing to achieve in the current Web environment. Internet commerce in the years ahead will become the norm for most businesses, but the current ratio of "wired" to "non-wired" consumers is still quite small. Businesses that are quick to establish themselves on the Web can still benefit, but be realistic; Web development is a long-term business development move. Don't expect a windfall overnight.

Expense Reduction

If your product is "deliverable" via the Web (for example, software, anything in print, research services, etc.), then you have the opportunity to dramatically reduce the cost of fulfillment, distribution, and even production. Another way to cut costs is by using a Web site to improve your internal business processes. Do you need to communicate with a far-flung sales force? Are you looking for ways to improve document management and workflow? What about project management and tracking? Solutions to all of these objectives would fall under the category of "Intranet" applications.

Enhanced Customer Relations

The most successful business Web sites are ones that think of the customer first. By providing detailed and up-to-date information on your products and services, you can help to create "self-educated" buyers-after all, a self-educated buyer is a happier buyer.

Your online customer service can be as simple as providing a method for your current customers to communicate with you more directly and efficiently. If you're constantly answering the same ten questions about your product, an online fact sheet with answers to those ten questions can dramatically improve customer relations-while freeing up lots of your time and resources. On the other end of the spectrum, customer service can be quite sophisticated, including online customer account information and specialized services for frequent visitors or members. Regardless of its complexity, good online customer service is likely to drive new business your way.

Another side benefit of an information-rich Web site is that it improves your ability to target and "qualify" prospects. The Web, after all, is the domain of self-directed consumers. So it follows that contacts flowing to you from your Web site-either through e-mail or telephone queries-are golden. They are sales waiting to happen.

So where do I go from here? If you've decided you want an address in cyberspace, you're probably wondering where to start. Do you build the Web site yourself or hire someone to do it for you? The second article in this series will address this question and explore in greater detail the four main elements implied in the term "Web development":

Content Development

Your site's offerings should be guided by the goals you establish for your Web site. Once you've set those goals, you'll need to determine the site's features and functionality, and prepare some clear,
effective text.

Site Design and Branding

Effective graphic design and marketing can create an attractive, professional-looking site that communicates a clear message about your company's offerings.

Programming

If you plan to create a dynamic and data-driven Web site (one that offers a searchable product catalog or up-to-the minute pricing information, to name just a couple of possibilities), you'll need some programming to make it happen.

Site hosting

When it comes to getting your site up on the Web, you have many options to consider. Since the skills needed to make a success of these various elements are quite varied, it makes sense to weigh the question of in-house vs. contracted development for each of these several components. For most small businesses, neither a completely in-house operation nor a completely outsourced Web development project would be optimal. The former would be an enormous drain on your staff resources, while the latter may carry a price tag that puts it beyond your reach.

In all likelihood, your Web site will be the fruit of your own labor and that of Web professionals who you enlist for technical and perhaps some design assistance. Your first task is to determine exactly how much Web development work to undertake on your own, given your resources, and how much to put into the hands of a professional team.

Article written by:
Frank Klassen, Vice President of Internet Services, Syscom Services, Inc.

Or, for more information, please call 1-800-387-0168 to speak with a TeleSouth Web Hosting Specialist.

			Should You Build a Web Site? Revenue Generation Expense Reduction Enhanced Customer Relations Content development Site design and branding Programming Site hosting So you've been thinking about hanging a shingle in cyberspace? You're in good company. Businesses are flocking to the Internet to reap all the rewards the interactive medium has to offer. But is it really for you? Before you stake your claim on the Web, ask yourself two critical questions. First: could the Web improve my business? And secondly: could I harness the technological and marketing resources that it would take to make a success of my Web site? The order of the questions is important. You might, for example, have the technology and marketing savvy to create and deliver a very slick Web site, but without a clear set of business goals, your site will probably yield minimal returns. So, what are the right reasons to get on the Web? Let's consider the usual suspects: Revenue Generation While this may be the most obvious lure, it's probably the hardest thing to achieve in the current Web environment. Internet commerce in the years ahead will become the norm for most businesses, but the current ratio of "wired" to "non-wired" consumers is still quite small. Businesses that are quick to establish themselves on the Web can still benefit, but be realistic; Web development is a long-term business development move. Don't expect a windfall overnight. Expense Reduction If your product is "deliverable" via the Web (for example, software, anything in print, research services, etc.), then you have the opportunity to dramatically reduce the cost of fulfillment, distribution, and even production. Another way to cut costs is by using a Web site to improve your internal business processes. Do you need to communicate with a far-flung sales force? Are you looking for ways to improve document management and workflow? What about project management and tracking? Solutions to all of these objectives would fall under the category of "Intranet" applications. Enhanced Customer Relations The most successful business Web sites are ones that think of the customer first. By providing detailed and up-to-date information on your products and services, you can help to create "self-educated" buyers-after all, a self-educated buyer is a happier buyer. Your online customer service can be as simple as providing a method for your current customers to communicate with you more directly and efficiently. If you're constantly answering the same ten questions about your product, an online fact sheet with answers to those ten questions can dramatically improve customer relations-while freeing up lots of your time and resources. On the other end of the spectrum, customer service can be quite sophisticated, including online customer account information and specialized services for frequent visitors or members. Regardless of its complexity, good online customer service is likely to drive new business your way. Another side benefit of an information-rich Web site is that it improves your ability to target and "qualify" prospects. The Web, after all, is the domain of self-directed consumers. So it follows that contacts flowing to you from your Web site-either through e-mail or telephone queries-are golden. They are sales waiting to happen. So where do I go from here? If you've decided you want an address in cyberspace, you're probably wondering where to start. Do you build the Web site yourself or hire someone to do it for you? The second article in this series will address this question and explore in greater detail the four main elements implied in the term "Web development": Content Development Your site's offerings should be guided by the goals you establish for your Web site. Once you've set those goals, you'll need to determine the site's features and functionality, and prepare some clear, effective text. Site Design and Branding Effective graphic design and marketing can create an attractive, professional-looking site that communicates a clear message about your company's offerings. Programming If you plan to create a dynamic and data-driven Web site (one that offers a searchable product catalog or up-to-the minute pricing information, to name just a couple of possibilities), you'll need some programming to make it happen. Site hosting When it comes to getting your site up on the Web, you have many options to consider. Since the skills needed to make a success of these various elements are quite varied, it makes sense to weigh the question of in-house vs. contracted development for each of these several components. For most small businesses, neither a completely in-house operation nor a completely outsourced Web development project would be optimal. The former would be an enormous drain on your staff resources, while the latter may carry a price tag that puts it beyond your reach. In all likelihood, your Web site will be the fruit of your own labor and that of Web professionals who you enlist for technical and perhaps some design assistance. Your first task is to determine exactly how much Web development work to undertake on your own, given your resources, and how much to put into the hands of a professional team. Article written by: Frank Klassen, Vice President of Internet Services, Syscom Services, Inc. Or, for more information, please call 1-800-387-0168 to speak with a TeleSouth Web Hosting Specialist.