A "Web Presence" is like having an electronic brochure or advertisement, running continually for anyone, at any time, anywhere in the world to look at on his or her computer via the Internet.

It can be just a single "Web Page" or a "Web Site" containing multiple pages.

What is a Web Page?

A page on the Internet is similar to a page in a book except that it is not restricted by an outline. It can be as short or as long as you like. It is not restricted to the size of the computer screen because you can "scroll" down and across the screen. A Page refers to the information displayed on one "scrolling" screen and is stored as a computer file.

When a page is accessed on the Internet, it is "downloaded" to the viewer's computer. Depending on the size of the page file, the download time will vary. So, although a page is not physically restricted, it is important to maintain it at an acceptable size. The use of graphics and other special features will have an impact on download time.

Is one Page sufficient?

Before answering this question, it is important to understand that you may end up with pages on several Web based advertising Directories . These pages may or may not provide you with your desired Web Presence. That is, they may be nothing more than a promotion for the Directory itself or for so called "banner advertisers" who pay significantly more to promote themselves in the Directory.  This type of page is not necessarily an exclusive Web Presence.  It is an advertisement (or listing) in a directory, similar to a listing in the Yellow Pages. It may be a perfectly acceptable way of marketing yourself to potential customers - but ensure that it is your choice of customer and most importantly, be convinced that the Directory will attract those customers.

So to answer the question "Is one page sufficient", we need to define the type of page and your long-term requirements. That is, if a page is designed for the exclusive promotion of your business, with all of your contact and promotional details, and you have confidence in your "host's" long term viability and support, then YES one page could be sufficient.

What are the main differences between having an exclusive Web Site or a presence on someone else's site?

Probably the main the difference is that your own Web Site is just that - YOURS. Once you register your Domain name (your Web Address), it is yours exclusively for as long as you want to keep it. The content of your site can change, you can even change your hosting service provider (ie the computer where your site is stored) but your address will never change. Also, by having your own Web Site, you have your own email addresses. For example, if your site address was www.yourplace.com.au then your email addresses could be enquiry@yourplace.com.au.

There is also a credibility component in this but probably the greatest benefit is that you will never have to change any printed marketing material because of web or email address changes.

On the other hand, if you have a page or pages hosted on someone else's site you should consider these points. Your Web Address will always promote your Host's Web Address; your email address may not match your Web Address; you will be relying on the long term viability and support of the Host; and should you ever decide to change Hosts (or get your own Site) or your Host goes out of business, you will need to change all of your marketing material. It's just like changing your physical location and phone number.  So the peripheral costs are an important consideration.

The other difference is development cost. Initially, having your own site appears to cost more but in the long term, depending on the content and the way you take advantage of it, this may not be the case. We can't speak for other Developers or site hosts but we can give you an indication of our costs which will give you ball park figures.

It is debatable but in our opinion, if you are not connected to the Internet you will not get any great benefit from a Web Presence - unless none of your competitors are connected either. Research proves that people who use the Internet to find products and services do not use the telephone, fax or post to make enquiries. In Australia alone, 80% of the population has access to the Internet. This, together with the rest of the world, is your market place. So, if you are not connected, we strongly recommend you contact your local computer store or someone with experience and "get on the Net".

The next step is to become a competent Internet User. Learn the best ways to send and receive email. Learn to think of the Internet as your first choice for information. Look at other sites and get lots of good ideas. Think about how you can promote yourself with the opportunity to get to millions of people.

When you are excited about the opportunities, then you are ready to get a Web Presence. You will have seen many sites and pages, so think about the ones you liked and what you liked about them. Think about what your business has to offer. Is there anything that makes you stand out? Look at your existing brochure and check that the words and the photographs are still current. Don't restrict your ideas. Think about all the things you would say and show someone if you had unlimited time and space to sell your business.

Now you need to decide whether you want your own site or a page or pages on someone else's site.

How do you get a Web Presence?

Your Web Presence must be designed and electronically "built". This is usually done by someone with extensive knowledge and experience in the field of Web Development (like us).

The basic steps to establishing your Web Presence are:

Select a Web Developer; Discuss your ideas; Request that the Developer attends to all registration, development, hosting and publishing requirements - but ensure your details are given as reference points AND retain copies of all this information eg passwords; Thoroughly check the finished product. You now have a Web presence.

Once you have a Web Presence, you need to PROMOTE it and MAINTAIN it!

Promoting Your Web Presence

The most important thing about having a Web Presence is realising your potential marketplace. Every time anyone sees or hears your name, you should ensure that they also see and hear your Web Address. Put it on every piece of marketing and advertising material you use, including brochures, business cards, letterhead, fax transmission sheets, advertisements, give-aways - everything.

You will still utilise traditional advertising methods but you can now add value to them. For example, a small add in a magazine will take on much more value if you include your Web Address and Email Address. All of a sudden, your 3 or 4 short lines gives the reader the opportunity to see an extensive full colour promotion of your establishment. It also gives them the opportunity to contact you - very inexpensively - to make enquiries.

As well as the traditional marketing methods, think laterally and again realise your potential marketplace. Using the Internet gives you the opportunity to market directly to special interest groups, corporations etc. If you have ever done any mail outs or used tele-marketing to increase your sales then maybe you can utilise the Internet for similar but much less expensive marketing. We are definitely not suggesting SPAMing, which is unsolicited widespread emailing. On the contrary, be selective and personalise all of your communication.

(We offer consulting services that will help you gain a huge advantage by simply understanding the basics of electronic marketing.   In a 1 to 2 hour sessions, you will learn the Dos and Don'ts and above all, how to take advantage of the tools you already own.  We also provide design and development services to enhance your e-mail and e-newsletters.)

Maintaining Your Web Presence

Your Web Presence will probably consist of your own exclusive Web Site or Page(s) together with other listings or pages on Directories.

Basically, the more exposure you have on the Internet, the better. However, it is extremely important to be aware of every entry, listing, page etc. Do not leave it to the 3rd Party Site Owner or Manager to prompt your changes.

Every exposure you have on the Internet must be maintained for accuracy and currency. Contact details, names etc may or may not change but prices will definitely change. Some of your descriptive details may also change with new products and services being added and old ones removed. You must avoid inaccuracies and keep the information completely current.  Remember - that's why people use the Internet rather than referencing catalogues that may be 12 months old.

It would be easy to avoid exposing details that were subject to change but your chances of being selected as a potential supplier will most certainly be diminished if you take this path.

Remember, people using the Internet want current, accurate information.

The Internet never goes "off air" or "out of print". Your presence, whether through one site or many, remains available to anyone in the world to see - at any time.

Maintaining your Web Presence is simply achieved by:

• Knowing and recording every exposure you have on the Internet; and
• Regularly checking that these entries are still accessible and accurate; and
• When you implement any changes in your business, check every Web entry to ensure the published details remain accurate; and
• When necessary, contact the Site Owner/Manager with a request to make appropriate changes; and
• Check that the changes have been completed correctly.

Maintaining your presence is vitally important to your credibility. It is easy and inexpensive to remain current on the Internet. Just make a list and constantly remind yourself of how many people in the world could be checking your details right now.