It’s time for all small businesses to get online

Small and medium-size businesses (SMBs) are reaping the rewards of the Internet more than ever. In a recent survey, SMB owners overwhelmingly said their Web sites are improving sales, communication, marketing and cost efficiency, among other things.

A highly competitive Web-hosting industry and the preponderance of user-friendly technologies have combined to make getting online an inexpensive, point-and-click exercise. Even most mom-and-pop operations can become cyber savvy with a minimal investment and even less technical know-how. Simply put, it’s come to the point where SMBs can’t afford to not be online.

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The Internet is the 21st century’s Yellow Pages. It’s the first place the majority of the buying public goes to find information on anything from a new home to new sneakers. The smallest ad in the Yellow Pages is better than none at all, and so too is the most basic Web site. One page with your company’s name, a description of the services, and clearly visible contact information is all it takes to start. Unlike a print ad or marketing brochure, it’s something that can be built upon as needs change. And it really is a lot easier than most small business owners perceive it to be.

The first step is finding a Web host. A Web host is the company from which you are going to purchase a spot for your site on the Internet. They are called ‘hosts’ because the space you buy is located – or hosted – on one of their many computer servers. Your Web host is your technology department, except you don’t have to buy the equipment, house it, hire personnel and then pay salaries and benefits.

It is clearly a buyer’s market, but not necessarily for the inexperienced buyer. Try to get the most bang for your buck, but don’t just buy the cheapest plan you can find. It is crucial to get the hosting package that best accommodates your business’ technical requirements. A good host will help you determine exactly what those are.

A basic online search will yield several candidates to compare; use the Web again to find sites that independently evaluate hosting companies. You might even “audition” some hosts by calling them with questions to determine which is right for you. Remember, any potential Web host should realize that this is new to you and take the time to answer your questions. If they don’t, move on.

Most hosting companies will register your domain name (your www. address) either as part of the hosting package you buy or as a separate service (again, the hosting company should explain this process in detail). Try to make your address brief but memorable. If your company’s name is “Bubba Gump Shrimp Boat and Trailer Construction Company” see if something shorter like “shrimpboat.com” is available, or come up with an abbreviation that works. Domain names are really inexpensive these days so you may consider registering the full company name and any variations you come up. If your ideal address is already taken at a .com extension, try one of the many others like .info, .biz,. .us, or .net. As less .com addresses are available, these alternate extensions are becoming more prevalent.

With your hosting package purchased and domain name registered, you are ready to build your site. Don’t be intimidated. The software your host should include with your plan should allow even the most inexperienced computer user to create a Web site in no time. A popular alternative is to outsource with a Web design firm. Just remember that this is one more thing you have to manage – and pay for. The main reason your hosting package is so cost effective is because it assumes you are going to build your own site, so give it a shot. If you can follow directions, you can build a Web site.

There really are no established criteria for creating a successful Web site, but there are guidelines.

First, keep it simple. Avoid things that blink, flash or otherwise distract. Pretend you are the visitor and make things easy to read and navigate. Be sure the viewer always knows where they are, how they got there and how they can get back. If someone feels lost on your site or can’t find what they’re looking for after 30 seconds, they are going to surf elsewhere and not return. More important than anything, make it easy for visitors to contact you and put the contact information where they can easily find it. You might even include a feedback/contact form which makes it even simpler for people to get in touch and even allows you to prompt them for certain information.

The Internet has quickly evolved from luxury to necessity while becoming cheaper and easier to use, for any size enterprise. Soon, an SMB without a Web site will stand as much of a chance for success as those without telephones or fax machines.

Sebastian Moser is the director of technical development for 1&1 Internet Inc.