The most interesting thing about being web site designers is the reason our commercial customers have for owning a site. Most don't even know why they want a site but instinct tells them that the Internet is about the future and the future, they know, must include their company. While we profit from this belief we, between ourselves and now with you, have pondered the question, "Does every business need a web site?" The question here is about need rather than want. We don't claim to have all possible answers to this question. If we did we would be psychic. We're not but obviously, we believe that the Internet is the future otherwise we would not be in this business.

Being in the biz, we read a lot of articles about web development, the successes and failures of some web pages and about doing business on the Net. We always try to analyze what some 'so called' experts say and we inevitably come to the same conclusion: There are many web site owners who have not a clue why they are on the Internet. Everybody has great advice. Unfortunately, this advice is usually based on little fact. We believe (and, yes, we may be wrong) that to most, having Internet presence is a result of business peer pressure. Unfortunately, businesses go on the web because it is cool and they think their industry requires it. Also unfortunate is that businesses succumb to this pressure by hiring the first web designer they meet without considering their credentials or having viewed their portfolio and comparing their work to other sites in the same industry.

The problem is that if you don't know why your business should have an Internet presence then it follows that you don't know what to put on your web page. The consequence is that when your company tries, at year end, to justify the cost of the site, it will have a hard time. Let's dig even deeper into the root of the problem. You now own a web page and you've forgotten the first rule of business: You forgot to define what will constitute success. This is the reason that some great, cool, very expensive web sites - the ones that get a lot of visitors - are being officially declared a failure. A perfect example is the joint venture between The Washington Post, ABC News and National Journal called "Politics Now" which was terminated shortly after start-up (PC Magazine, May 27, 1997. VOL. 16 NO. 10. pp 30). Well, when it comes to business, it is the bottom line that counts or, are the 90's no longer about the "bottom line"? Maybe we are too harsh but we don't believe there is one CEO out there who thinks that "cool" adds to profits. Remember, "responsibility to the shareholders" and all that stuff?

Well, if your find yourself in a dilemma, believe us, you are not alone, you are in the majority. Some companies are now admitting, publically, that they really don't know how to function in virtual reality. Consequently, they decided to return to traditional media as their sole medium of communication - the place were they feel most secure. But, wait a minute; This statement means that the purpose of their site was to replace conventional media. Is this the only reason to be on the Net? Is the Net about advertising? How does one define advertising success on the Internet? By the number of hits? This raises an interesting question, "Are your web visitors buying your product or are they just visiting because you have a "cool" site?" We can keep on going but we think the message is clear. Fact is, it is really difficult to prove that your web site generates sales unless, of course, the sale occurs directly through your page. Very few companies are sure about the amount of sales dollars generated by their web site. This also means that when you stand up at the end of the fiscal year and try to justify the dollars you approved for that "cool" web site you may run into real problems if your company web site's existence depends solely on increased sales.

Time and time again, we, as web designers, ask ourselves the same question, "Why, if there is uncertainty surrounding the use of your web site as an advertising tool, are businesses not using their web presence in that which the web is known to be successful, namely: 'dissemination of information'?" Okay, gamble a little, dedicate some of your web site to advertisement but use it, also, as a customer support tool. The Internet is great for after sales support. You see, this is the reason many of the big software companies are so successful on the Internet. Certainly, they sell their products over the Net but the most important reason is "after sales support": download the upgrade for software, answer Frequently Asked Questions (FAQs) etc. You know, from experience, the most commonly asked questions about your products and services? Do you put answers to these questions on your site? Do you allow or encourage your clients to ask questions over the Net instead of using your 1-800 number? Do you deliver rebate coupons to your clients over the Net instead of physically printing them (thereby reducing some of your printing costs)? Now, when you have to stand up and justify the reason for your cool web site's existence, you can answer with real facts: eg. reduction in after sales support cost by 30% - in many cases, depending on your business this figure can easily rise to 80%.

Did you know that a professional web site developer's best clients are those who have tried to put a web site up on their own, or have hired someone straight out of University? Can you imagine why? It is almost certain that this approach will fail because in order to put up a successful web page, one must have a combination of talents. One must have a good understanding of the Internet - not just from the latest and greatest on the Net but also about doing business on the Net. One must have a good understanding of computers and know how to create Internet impact. Marketing on the Internet is not the same as in the physical world and, most important, one has to know how to measure Internet success. One must have an understanding of business in general - the processes, assessment skills - in other words, experience and maturity. You say, "Of course they say this, they are in the business." Well, don't believe anything we say here - try it for yourself. Just, please, don't ask us to cut our prices in half because you already spent so much time and money trying to get your web page going on your own. That is just not fair. Okay, okay ... who said "business is fair"?

So, let's go back to the original question - do you really need a web page? In our view, you need a web site if you can (with or without our help) define what would constitute success. In our experience, most businesses and industries we know of could do that but lack understanding of the scope of possibilities in this area. This is why businesses do not know what to put on their web site and this is why businesses need professionals to help them. This means, "When you sit with your web site consultant, you should be able to use his knowledge to develop appropriated content for your site." Please recognize that this makes fancy, cool Internet graphics a secondary issue. This doesn't mean that you can't, or shouldn't, have both but stay focused because what is cool on the Internet today may be totally 'uncool" tomorrow. And we mean "today" and "tomorrow" literally. This is why web site maintenance and upgrades are so important. But this is a completely different topic which we will leave for another bulletin.

Before we go, we do want to add that we are not saying that you shouldn't sell your product over the Internet, just go with the sure thing first. But be careful, Internet sales is different than in the physical world. Neither are we saying that your site shouldn't be cool. Make a plan, with your consultant's help, for "cooling up" your site. "Cool" comes second. The first three rules of the Internet are "Content", "Content" and "Content".

Finally, before you undertake this venture you have to understand Internet ethics. Well, this again is a topic for a future bulletin. So stay tuned... there is so much more you should know!