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Last week
I established the argument that introverts could become entrepreneurs
through Internet businesses. Whether the introvert could become
a successful Internet entreprenuer is another matter, and
much of this person's success would depend upon how he marketed
his business. Fortunately, marketing these days can consist
of business cards, letterhead, public relations tools like
press releases, and a Website. All this marketing, or the
transmission of information to the outside world, can be safely
accomplished from inside a home office.
The business
cards, letterhead, and press releases are straightforward,
but a Website is another matter, especially if the entrepreneur
is unskilled in Web practices. Today, several approaches to
Web building exist, and your focus - or your service or products
- will determine how to make your presence known on the Web.
First, a primer:
- The
Web may be considered "local" like a grocery store which
offers local delivery service, but its Web presence is global.
Russians, Germans, and anyone else worldwide who has access
to the Internet could conceivably find this grocery store's
Website. So, a local Website must make it clear that it
is local.
- The
Web began as a "text only" concept by Tim Berners-Lee, but
it was Ted Nelson who coined the term, "Hypertext," or non-linear
writing. Nelson also coined the term, "Hypermedia," which
means anything else plus text (like video, images, sounds)
that you see on a Web page.
- HyperText
Mark Up Language (HTML) is what a Web developer
uses to "write" a Web page, and Hypermedia is what everyone
and their relatives want to add to the page to jazz it up
a little.
- HTML
and its offshoot, XHTML (EXtensible HyperText
Markup Language), and its offshoot, XML (EXtensible
Markup Language) are used as extensions to
build more usable Websites.
- Not
every browser is created equal, but each newer version becomes
more compatible with other versions.
The above
information includes the basics. If you're confused, then
hire a Web designer. But, before you give this person a down
payment, you might hold the following information tightly
in hand:
- Decide,
firstly, what you want to sell to the public. If you want
to sell services, like typing, editing, or writing, then
you don't need a full-blown shopping cart set-up. All you
need is a simple site that tells folks who you are, what
you do, when you're available, where you're located (or,
better yet, what languages you deal with), and how you operate.
In other words, let people know a bit about your procedures,
costs, etc. But, don't get too graphic with your information,
otherwise your competitors may find your site, learn about
your business, and undercut you. Have this information in
writing before you ever talk to a Web designer.
- Web
designers, mostly, are not copy editors or writers. So,
if you can't write the above information (including press
releases), it might be a good idea to find a writer. You
can place ads for writers at several venues on the Web (just
type "writing jobs" into your search engine, and you'll
discover several outlets for freelance writers who look
for and bid on jobs like this).
- If
you plan to sell products on the Web, you have two options.
You can design a shopping cart site or you can use several
venues online which offer "private" stores for individuals
with products. The latter option might provide the easiest
way to go in the beginning, as they often provide credit
card options for buyers and other services as well.
- You
should already have a logo or brand image if you want one,
and your business cards, letterhead, etc. in hand. Or, at
least have the colors and/or images in mind. Plus, it's
a good idea to find three to five Websites that you like
as well. Your Web designer, if she's good, will ask to see
your print material so that she can match your Website image
to your print image. Plus, if you show her those favorite
Websites and why you like them, then she can move along
quickly with your plans.
- Find
a domain name before you meet and hire a designer, but you
might consult this designer about hosting once she's hired.
Designers usually have a file filled with possible Web host
possibilities. But, do shop around so that you know the
average costs for hosting, otherwise you might fall into
a contract that will eat you alive. Domain names can be
found at any number of Web sites (type "domain name" into
your search engine). The average cost for a domain name
(like http://www.yourdomainname.com) is about $15 per year.
The average cost for hosting a small site is about $5-$15
per month. A shopping cart site, however, can run upwards
of $150 and more per month.
The rule
that "simpler is better" applies to Web design, because the
less you need, the less you'll pay. Oh - the Web designer
will charge varying rates, dependent upon where you live.
You can also hire designers who live at a distance. That's
what the Web is all about. If you find a Website design that
you like, look for the designer's business or name at the
bottom of the page. Go from there.
Now, the
biggie: Within the past five years the American Federation
for the Blind - among other organizations for disabled individuals
- has begun a process where large retail and service sites
are brought to court because blind individuals cannot access
the business's online information. While the U.S. Section
508 demands that Federal Websites become accessible to as
many individuals as possible, this legislation doesn't apply
yet to business Websites. However, this may soon change.
I'll provide
more information about the Web accessibility issue next week,
because the implications are of a concern to many business
owners and Web developers. At the same time, new business
opportunities exist from these developments?
Until
Then,
Linda Goin
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