1. MARKETING TOOLS—What forms of marketing will you use to promote the web site? Do you plan to place the Web address on all stationery, business cards and brochures? Will you place ads, send direct mail or market the site online or a combination?

2. INTERNET PROMOTION—Are you planning to register the site with search engines? Will you contact the media to review your Web site? Do you plan to buy any Web banner advertising on other sites?

3. STATISTICAL FEEDBACK—What do you want to know about visitors to your web site? Do you want to know where they came from to reach your site? Do you want to know what pages on the site were viewed? Do you need to know the total number of hits and page views?

4. ACCESS LOGS & REPORTS—Who will review the Web sites access logs which record some of the statistical information mentioned above? Will reports about hits, page views and popular site elements be compiled monthly?

The World Wide Web has the potential to contribute significant profits to your business by expanding your market area, providing suppliers information about your current inventory levels, giving customers online access to product catalogs, allowing online purchases, and by simply bringing attention to your company.

However, a Web site can also be a drain on company resources: if it is not set up with users in mind, if usage isn’t measured correctly, if top management isn’t committed to maintenance of the site or if the site is poorly organized and doesn’t attract visitors. Plan your Web site before you spend money. With forethought you can create a powerful Web site for your business.
 

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