JACKSONVILLE, FL. - January 18, 2001 (BUSINESS JOURNAL) -

Eric Cravey

Small business owners recognize the importance of a Web site, but often they don't know how to get it on the screen.

"You need to have a clear idea of your goals and objectives when developing an online presence," said Kevin Sidell, owner of Dream Marketing, a Jacksonville Web and marketing consulting company.

"Ask yourself: `What is it you want the site to accomplish for you? What would you like it to do for your business?' "

Once a small business defines its goals, it can move on to pricing.

The average Web site developer can crank out a so-so site with off-the-shelf software programs. So, the small business owner should ask: "Where is the real skilled designer I'm paying these outrageous prices for?"

And, there are quite a few shops that take on the task of rebuilding a Web site that some other firm "messed up."

"Occasionally, companies will come to me after being involved with other organizations who did not address their online need and ask me to start from scratch," Sidell said.

Do some homework. Talk with more than one Web developer before making a decision.

"Ask for their recommendations about what they can do to turn the goals into reality," Sidell said. "It may be possible that your objectives aren't possible or are likely to cost a great deal to implement and getting multiple opinions will help you determine this."

Some companies, such as Capernaum, a Jacksonville firm that develops Web sites and installs Cisco telephony products, looks at each Web project as a business partnership.

"If you don't feel like they understand your business, then you really need to think about whether you want to spend your money with them," said Capernaum President Tom Rossi. "[The Web developer] is your entree into a new marketplace."

Along with some due dilligence-type research involving the potential Web developer, take time to learn about the process in which you're about to embark. Rossi suggests putting your company's Web strategy in your overall business plan.

"Almost everybody we've met with has had a horror story," Rossi said. "They got their [information technology] folks to throw up a Web page or they go blow $10,000 or $15,000 with a local Web developer on their first Web run on a site because it was built with no objectives."

Don't hesitate to ask the Web developer to show you samples.

"This way, you can get proof that the developers know their business and yours," Sidell said. "Beware of cookie-cutter samples that appear as if they were developed from the same template with disregard for the individual needs of the clients."

Another factor to consider is the end-user -- the Web surfer who will hopefully frequent the site. Give them a reason to come back.

"What's more costly, is if a customer never goes back to the Web site because the information never changes or there's no value for the customer," Rossi said.

The buzz about e-commerce has more and more small businesses asking Web developers what they need to do to sell products or services online. However, businesses need to be aware of the costs involved with adding shopping services to a site.

"Do you want to accept credit cards?," asked David Knighton, owner of Baileybug.com, a Jacksonville home-based Web shop. "Do you want the site to automatically deposit money in your bank account? All of these services cost money and the paying customer needs to know that."

Knighton recommends businesses get assurances that their future Web site will look professional and represent your business the way you want it to.

"You want to make sure it doesn't look like something a 12-year-old kid put up on the Internet," Knighton said. "I really think they underestimate the importance of having their site look professional."

Another factor to consider when choosing a Web developer is whether your company's target market or end-consumer spends a great deal of time on the Web. If not, a site may not be an appropriate expense for your business.

"Instead, if their target market is media consumers who are well-read, I would be more inclined to offer offline solutions that would potentially achieve the same results, such as direct marketing," Sidell said.

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