It’s easy to get caught up in the excitement of the Internet. Businesses large and small are setting up Web sites and exploring the possibilities of e-business.It’s easy to get caught up in the excitement of the Internet. Businesses large and small are setting up Web sites and exploring the possibilities of e-business. For small businesses with limited financial resources, however, it’s important to consider long-term business goals before jumping on the electronic bandwagon.

Internet or Intranet?

Although Internet Web sites (to communicate with the outside world) get much of the publicity, consider whether an Intranet (or internal Web site) best meets your needs. A company that frequently shares confidential information or works-in-progress might benefit from an Intranet accessible only to in-house staff.

How will my business use an Internet Web site?

Decide whether you want to expand your market, expand your product line or provide an alternative way for current customers to access current products or services. Keep this goal in mind in every decision you make while creating the site.

What kind of computer will my target audience be using?

If you are targeting high-income, technically savvy consumers in their 20s, go ahead and develop a cutting-edge site with sound and video (be careful not to clog bandwidth too much, however). To appeal to low to middle-income families, a simpler site that loads quickly on a less-expensive PC might be best.

How will you measure success?

In developing business goals for a Web site, set up measurable targets. If your goal is to generate 10% of orders from outside your local geographic area and the Web is your only promotional vehicle for that market segment, then set up a system to track all orders (monthly, quarterly, yearly) to find out how well it’s working.

Make the Internet Work For You.

Pick a Web address that includes your business’ name and, perhaps, industry. Or, consider using your business’ initials. It’s a good idea to register all names that a Web user is likely to try.

Register with as many search engines as possible.

While Yahoo!, Infoseek, AltaVista, Excite and a few others get the most attention, there are hundreds of industry-specific and geography-specific search tools. Utilize the Web’s search engine “power” and be sure not to spread yourself too thin.

To link or not to link? That is the question!

Carefully weigh the advantages and disadvantages of including links to other sites. Typically, if you include a link to another site, that site will provide a link to your address in return. Be selective in your choices. Be sure that you are not attracting visitors to just send them away. Use good judgment in selecting your links and sponsors. Make sure that you are also receiving optimal traffic in return.

Information Technology is changing the way America works. The trick with this kind of business is being highly motivated, and wanting to learn and succeed as well. The Internet is, of course, our backbone. If we had tried this a decade ago it would not have been possible. Don’t lose site of the major reason people will come to your site, and that is for quality services and products. This is the era of “instant gratification,” so always put your surfers first. A combination of this and savvy marketing will keep your site on top!