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Putting your Business on the Internet
Copyright ©2001 QuantumHost Internet Services • All Rights Reserved

Your Business on the Web
A Quick Introduction
When you put your business on the Internet, you are publishing an electronic brochure. You can use this brochure to supply instant information about your business and products, offer an e-mail form for your customers and potential customers to contact you, as well as provide online shopping. You will potentially be able to tap into a global marketplace, on a 24 hour, 7 day a week basis.

Expensive printed materials can be out-of-date almost as soon as they are produced, and reprints are costly. With an electronic brochure, on the other hand, you can make updates and changes yourself at any time, without incurring costs other than the relatively low fee of hosting your Web site.

Hosting your Web site - your electronic brochure - is like leasing advertising or retail space. Picture a billboard (a simple site) or an empty office or storefront (a more involved site). Your billboard is one among millions of others. It must be attention-grabbing to compete. This is where good design comes in. If you are interacting with your customers via input forms or online shopping, your space is more similar to an office or storefront. Picture it as being off the beaten path, down a side-road, perhaps. Customers need to know you are there and how to find you. This is where advertising and marketing comes in. Just being on the Internet does not guarantee success. You must invest time, money, and effort to make it pay off.

This may all sound a bit overwhelming. It is actually a logical, step-by-step process. At QuantumHost we will help you to understand this process, figure out where to start, and take action. That is what this guide is all about.

Buying a Computer
Be Internet Ready
Any computer that you buy will need to have a way to communicate with the Internet. This is usually accomplished with a device called a modem. Most new computers come equipped with an internal modem. There are other methods of connecting to the Internet, including cable and dedicated access. Cable access is explained in a later section. See "Getting Connected".
Comparison Shop
Computer systems are becoming more affordable every day. Seek recommendations, read articles, peruse newspaper and magazine advertisements, and try out the demonstration models at various stores. Some computer systems, such as Dell and Gateway, often come equipped with an internal modem, the software needed for your online connection, and possibly a free limited-time subscription to an Internet Service Provider (ISP). See "Find an ISP".


Getting Connected
Find an ISP
ISP is the acronym for Internet Service Provider. If your chosen method of access is through a phone line, an ISP will supply your dial-up service for connection to the Internet - your on-ramp to the Information Super Highway, if you will. With the purchase of a new computer, a software package for signing up with a particular ISP may be included, possibly with some free usage. Otherwise, you will need to make this choice for yourself. There are numerous ISP's out there. On the one hand, this can make choosing an ordeal. On the other, this means that prices are very competitive and relatively low. Look for unlimited usage for a fixed fee, usually about $20 per month. We recommend an ISP other than AOL (this is critical if you are using GoldMine®) because they do not yet support SMTP and POP. These are the "standard" accepted Internet protocols for sending and receiving e-mail. Below is a partial list of some national ISP's for your consideration:
AT&T
MSN
MCI
CompuServe
QuantumHost - powered by Cable & Wireless
Note: You will want to make sure your ISP can provide you with a local access telephone number. This is the number your computer modem will call to connect to the Internet. If it is a local number, dialing into the Internet will be the same as making a local phone call. If it is a long-distance number, however, you will incur long-distance charges for all of your time online!

If you have chosen a cable connection, your cable company will be your ISP. For now, there is little choice as to the provider. Generally, it will be the cable operator serving your area.

Method of Access
Typically, your three main choices for Internet access today will be cable, analog or digital. Cable is on its way, but is not yet available in all areas. The main features these are discussed below.

Phone - Nearly everyone has this choice. If you go this route, you will want to have a separate phone line that is used only for Internet access. Otherwise, you would have to unhook your phone each time you wanted to go online. This method will have the slowest connection, upload, and download rates, but is still adequate. As to cost, you may have the expense of installing a dedicated phone line and its related monthly charge, in addition to the cost of your dial-up service, typically around $20 per month for unlimited usage.

Cable - If the choice is available, this is definitely worth your consideration. Cable service provides a perpetual high-speed (20 to 50 times faster than analog) Internet connection through a cable TV line. There is no manual dial-up (therefore no waiting or busy signals). You are online all the time. There will still be installation charges by the cable company, and monthly fees will probably be a bit higher than with analog. Considering differences in ease of use, speed, and quality of service... cable access is definitely worth serious consideration. One potential downside is the overselling of bandwidth. With cable you are sharing the potential speed (10Mbps) with everyone in your cable loop. While you have the potential of achieving extremely high speeds, slowdowns are also a potential as more people use the service in your "connection loop".

Digital - DSL... affordable, reliable and fast. While not having the potential speed of cable, there are no sharing issues and the speed you purchase is the speed you get. DSL (and it's variants) are extremely popular and may be your best purchase. However, the popularity has caused some problems as some providers are not able to install and service these lines as quickly as you might hope. There are other digital options including fractional "T-1" lines and higher. While these may be a necessary choice for your business they are much more expensive and should only be considered when you bandwidth usage requires the expense.

Make the Connection
The basic requirements for accessing the Web once you have an Internet account include connection management software and Web browser software. Windows should come complete with connection software; and most new computers will come with a Web browser loaded. All instructions for use should also be included.

Web browsers, such as Internet Explorer (our recommendation) and Netscape Navigator are constantly upgrading their features and releasing new versions. In fact, you may not be able to view the latest Web page technology properly without the most recent versions. These are available for free download on the Internet.

Publishing your Site
Choose a Web Host
This step may seem like putting the cart before the horse. BUT, creating a good Web site takes time, and hosting your site right away will get you on the Web so that you can start spreading the word. Your entrance, or Welcome, page can indicate that your site is under construction and invite visitors to come back often to see what exciting things you have added. Another advantage is that if your are creating or editing your site with Microsoft FrontPage, you can do it online, in "real time". Your changes will be immediately available to visitors. At QuantumHost, we have various accounts, ranging from Starter to Corporate, for you to choose from. You can upgrade your account at any time. We also have many add-on features, most of which are included in various "Package Deals" for cost savings to you.

Upload your Web Pages
This step is unnecessary if you are using FrontPage, as - here again - you will be creating your site online. FrontPage is the most popular Web site development software around. It is easy to learn and use. QuantumHost is also a Microsoft Web Presence Provider. Microsoft has tested and approved QuantumHost Internet Services.

If, however, your site is created with another program, you will need to upload your files using File Transfer Protocol, or FTP. This process can be a bit complicated for a new user. A brief overview of FTP is available at the Support Services area on our Web site.

Creating your Web Site
Do It Yourself
Consider this before deciding whether or not to undertake this task yourself, or even to put it in the hands of a friend who may happen to be a fledgling designer. Unless a visitor is an existing customer, your Web site will be his or her very first impression of your business. It must be eye-catching, quick loading, and easy to navigate, while exhibiting a professional image. That is no small order for the beginner!

If you go this route, however, we highly recommend using MS FrontPage. As mentioned above, it is easy to use, as well as highly versatile.
Note: we don't recommend using the templates found in FrontPage (or any other program for that matter)... they are less than stellar

Following are a few points to consider when creating your Website:

Quality - Draw visitors in with the quality of your content and design. Include a powerful headline. Use copy that explains the benefits of your product or service. Build credibility with testimonials. Use graphics to achieve a desired effect or to emphasize a concept. Be sure, however, that the graphics serve a purpose. Keep visitors interested in exploring the site - make it interactive, informative, and fun with the use of problem solving, surveys, tips, etc.

Content - Organize text into information bites. Provide valuable, timely information to the user, not lots of data - people don't like to read paragraphs. Focus on the most important goals your site is trying to accomplish and emphasize those. Also, carefully position your valuable content. Given that at least two levels of hierarchy are probably unavoidable (a top-level index, and second-level content pages), try to provide the most valuable content on your top-level page, with links to additional information in sub-level pages. At the same time, avoid long scrolling pages. All critical content and navigation options should be on the top part of the page.

Consistency - Create a consistent look and feel for your Web site. Once you have decided upon a navigation and design scheme, simply duplicate it for use throughout the entire site.

Load Time - Keep the graphic file sizes small. Short pages + light graphics = quick download. Long pages are frustrating, and heavy graphics bog down bandwidth and may drive visitors away. You have a limit of about 10-15 seconds before users will lose interest. Use small images with limited color palettes, and keep any given page's total file size to less than 40 KB. Graphic file size should be optimized for Web display (a maximum of 20 KB per graphic).

Use a Web Designer
A Web site is a marketing tool that can potentially reach everyone on the planet. It is an investment in your business' success. QuantumHost provides highly professional design services, customized to meet your needs. We will take the time to learn about your company, your customers, and your goals. We will create and personalize your site to properly represent your company and address your potential market in a professional manner.

Our design fees are based on the number of pages created. Please ask for a current price schedule. "Flash" and other special effects may be extra. Your initial consultation and estimate is free.

Once your site is created to your satisfaction, you can learn to do your own editing and maintenance with FrontPage, or continue to use our design services. Simply let us know how we can best meet your needs.

Maintaining your Web Site
Encourage Repeat Traffic
Repeat customers are crucial to the success of any business. Give people a reason to revisit your site often. Update the design and content frequently. A Web site with fresh design and content reflects commitment to the web site experience and keeps visitors abreast of the latest news or products. Also, search engines tend to favor web sites that are constantly being updated.

Offer something for free - expertise, newsletters, contests. Your site should be designed to either make a sale now or in the future by moving the browser towards making a purchasing decision. Repeat customers are more likely to purchase than first time browsers. Include a "Call to Action", either to buy your product, request more information, join a newsletter, etc. Newsletters are an easy and effective way to bring customers back. Have special promotions listed on your site and announced in your newsletter.

Include reciprocal or industry links. Assuming you have something valuable at your site (free, useful, or unique), you can begin to attract (pull) a very specific market through a creative exchange link program.

QuantumHost provides maintenance services priced on a per hour basis. Also, please inquire about a maintenance package customized to suit your needs.

Upload your Changes
Once again, if you are using MS FrontPage, this is done online in "real time". Once you have saved them, your changes are instantly available to your customers.

Upgrading your Web Site
Add New Capabilities for your Business
Measured by increases in activity and sales generated by your Web site, you will reach a point where you are ready to upgrade your account. You may need more storage space, more POP mail accounts, a Statistics Server to track hits on your site, etc. We offer GoldMine® Contact Manager software, various levels of hosting accounts, as well as several Package Deals and add-on features, to accommodate your needs.

Add New Features for your Customers
Serving your customers is another important reason to upgrade your account.

With GoldMine software and our Q-Form™ Forms Processing service, you can provide a form on your Web site for customers to fill out requesting your products, services, or more information. When you retrieve your e-mail via GoldMine, a new contact record will instantly be created in the database, and you will receive an e-mail alerting you to the new contact. Q-Form can also be used to launch GoldMine Automated Processes™, which will automatically print a letter and envelope, schedule a follow-up call, etc. This frees you from time consuming "busy work" and allows you to focus on serving your customers and building your business.

Bring online shopping to your customers with Q-Cart™, our e-commerce solution that integrates with both GoldMine Contact Manager, and QuickBooks or Peachtree (the two most popular accounting software programs). Q-Cart supplies you with a totally integrated package for conducting business on the Internet, and provides your customers with an easy and enjoyable online shopping experience!

Publicizing your Web Site
Register with Search Engines
The first and most important element of your marketing/Web site plan is getting listed in the major search engines. A Web-based search engine responds to a user's query with a list of all sites in its database fitting the query description. If your site doesn't get into the major search engines, it's automatically excluded from a number of other directories. The major search engines include yahoo.com, hotbot.com, lycos.com, excite.com, altavista.com, goto.com, looksmart.com, aol.com/netfind, search.com, and northernlight.com. A note on Yahoo: If your site is listed in Yahoo, it's likely to be the main way people find you. Unlike other search mechanisms, Yahoo! is a directory and not a search engine. Yahoo accepts your site submission only once, so be sure it gets listed properly. It is very difficult to change your listing once it is in Yahoo!.

There are three ways we recommend for registering with search engines: 1) do it yourself, 2) use low-cost submission/registration services, and 3) have an Internet Marketing company create and submit your site. Using a service, such as SubmitIt.com or WebPromote.com, is a quick way to get your site registered with a number of search engines all at once. This is mainly useful for the lesser-known engines. We recommend registering with the major search engines, such as Yahoo and Alta Vista, one at a time. This is can be a time consuming process, but for optimum results, well worth the effort. If you choose to have someone else do the work, these services are available through Direct Media Group at DirectMediaGroup.com/. We also provide summaries of the submission procedures for several major search engines at the QuantumHost.net Support Services area.

Following are a couple of pointers for the do-it-yourselfers, as well as a basic understanding of search engine ranking:

Optimize your site for Search Engine Ranking - If you are not listed within the first two or three pages of a search engine result listing, then it is highly unlikely anyone will find you. It is very important to optimize your Web site for effective search engine ranking. First, create a list of "keywords" (those words or phrases that potential visitors are typing into search engines that represent content or focus on your site). Keep in mind that most people use multiple keyword searches. For instance they may type in "buy widgets", or "buy custom widgets", rather than just "widgets". Then integrate these keyword(s) into the html and text content of your web site.

Use Meta Tags - These are tags that are inserted in the html code on a Web page. They are not seen by the user, but used for indexing by search engines. Meta Tags should reflect your keyword(s). They are there to substantiate and to highlight the content on your page. It's as if you are telling the search engines: "Here are my most important concepts. When someone does a search on these keyword phrases, I've got them covered on my page". Of course, if the search engines can't find any content on your pages to match those keywords, then they're meaningless. So the key is to put these keywords in as many places on your Web site as possible. If the keywords are found in your content but they aren't in a prominent place on your page (i.e. the top) then the search engines assume that they are less important, and assign a lesser value. Ideally, it is best to optimize 1-2 keywords per page. Attempting to optimize more than that dilutes the "weight" of each keyword. Although each search engine uses a different formula for determining relevance, the scoring system is based on the number of times keywords are found on your page divided by the total number of words on your page. They will all generally look for keywords in the following places (in order of importance):

Title
URL(s)
First Paragraph
Content
Meta Description
Meta Keywords
ALT text
Comment tags

Obviously a fair understanding of html is required to do this yourself. 

Enlist a Variety of Marketing Techniques
As you would with any other avenue of doing business, you are going to have to market your Web site. You can't simply open up a storefront, unless maybe it's a Super WalMart or Home Depot right off the interstate, and expect people to charge the doors. Even these giants make sure we get their latest sale ads in our mailboxes or newspapers. You are going to have to expend time, energy, imagination, and a little money (or a lot, depending on your chosen methods). Following are a few suggestions for your consideration:

URL Advertising - Be sure to include you URL (your Website address) on stationery, business cards, literature, giveaways, or any item that finds its way into the public realm.

E-Mail - E-mail is nearly free, it's fast, and can be sent multiple times for no increase in cost. E-mail enables you to keep in touch with potential customers, educate them and build relationships with them. The most successful way to use e-mail in your marketing plan is to start a list of people to whom you would like to send your messages. This list can be used in a variety of ways including a newsletter, a discussion list for exchanging information on a certain topic, and the classic direct sales list, which you use to make sales offers.

Word of Mouth - tell absolutely everyone you know and those you meet about your Web site. Word of mouth is a very powerful tool that can be used to spread positive (and negative, so be careful) thoughts or news about your company or products. Online newsgroups can publicize this type of information very fast and to a great many people, so be sure to visit them from time to time to see what type of impression you're making amongst the newsgroup members. Network, promote, and use publicity on the Internet, but be respectful of its culture, especially intolerance towards blatant ads. And realize that most people are so bombarded by advertising that they tune a majority of it out.

Let's Get Started
This finishes the Putting your Business on the Internet guide. We hope it will be a useful tool. Please utilize this guide, as well as the following checklist and suggested resource materials to help you as you establish your company's presence on the Internet.

Getting Started on the Internet Checklist

Buy a Computer
 Be Internet Ready
 Comparison Shop
Get Connected
 Choose an ISP
 Determine Method of Access
 Make the Connection
Publish your Site
 Choose a Web Host
 Upload your Pages
Create your Site
 Do it Yourself
 Use a Designer
Maintain your Site
 Encourage Repeat Traffic
 Upload your Changes
Upgrading your Site
 Add new Capabilities for your Business
 Add new Features for your Customers
Publicize your Site
 Register with Search Engines
 Use a variety of Marketing Techniques

Resource Materials
Books

The Internet for Dummies (latest edition) by John R. Levine
Good starting point for understanding the Internet. Available at most computer software and book stores.

Teach Yourself Microsoft FrontPage 98 in a Week by David Karlins
Learn the fundamentals of Microsoft's Web publishing package in a short time with this step-by-step guide, divided into seven daily tutorials. Starts with the basics, discusses the latest features, and touches on advanced techniques. 

Achieving Top 10 Rankings in Internet Search Engines

Secrets to Making your Internal Web Pages Achieve Top Rankings - Both by Response Direct, Inc. Recommended "heavy" reading for those who already have a firm grasp of HTML, and are serious about placement on the search engines. Purchase at ResponseDirect.com/.

Periodicals

PC Novice Guide to Internet Basics, PC Novice Guide Series, Special Reprint, Vol. 6 Issue 10
Call customer service at Smart Computing, (800) 733-3809, to order. Wonderful, quick reference for understanding the Internet, going online, and using the Web for work or pleasure.

Software

Microsoft FrontPage
A complete design, layout, and administration tool for designing Web pages and entire Web sites. Free trial available at: http://Microsoft.com/FrontPage/. Available at most computer software stores.

WebPosition Gold
To create and submit HTML "Gateway" pages for higher placement on the Search Sites. Visit WebPosition.com for ordering and information. $149.00 for the standard version.