| For the past few years, we have all noticed the introduction of a marketing and information-providing format that has virtually swept the world. We are talking about the Internet or, more specifically, web sites. Although this new media format seems to be dominating global communications, there are relatively few people who know exactly what web sites are, how they work, or even how to design one to meet their own specific requirements. When the term "Web Site" is mentioned, many people may be intimidated by the technology involved. This is true with any new form of media/technology, as was the case many years ago when we were all introduced to television and more recently, the fax machine. In actual fact, there is nothing mystical about the Internet. It is simply something most of us are not accustomed to. A basic web site is nothing more than an electronic brochure with multiple pages. Web sites also have the capability of being "interactive". In other words, a place where the owner of the web site provides information on products and services which the visitors to the site can view and order, similar to the way they would on the telephone. Additionally, the owner of the web site has the capability of placing information and photos onto the web site in real time, just as they would stock shelves in a real store. There are several things to consider when designing or having a web site designed for you or your business: 1. Establish a win/win scenario. Determine what information you wish to present and how it will benefit the viewer (visitor to the site). The most effective commercial web sites provide "real" information which is of value to the visitor while offering the opportunity to 2. Set a budget for the web design as a part of your sales strategy. Any form of advertising and marketing requires careful planning and time investment to ensure cost-effective results. Consulting with experienced web designers and your industry peers will help you to determine a realistic budget. 3. Establish what other forms of advertising and marketing you will do in conjunction with your web site. Web sites should not be made your sole promotional venue but rather a supplemental part of an overall approach to your business. "If you build it they will come" does not apply here. You must let others know where the web site is first. Unlike physical locations, such as stores, there is no drive-by traffic. Your web site is a "destination chosen by your visitors. What Next? 1. Talk to industry professionals. They will provide you with the information to meet your requirements and stay within your budget. Finding people in the web design industry who are familiar with your business type is preferable but not always critical. Most reputable designers provide helpful information at no charge. 2. Start off simple and expand your web site as you discover what best suits your needs. Web design is an ongoing process and one that grows with your business. 3. Ensure that your information will be presented in a professional manner. The skills necessary to provide this look are generally only available from an established web design company or qualified and experienced individual. 4. Shop! The cheapest price isn't always the best. Quality of service and production before, during and after the production of your site is paramount. Check references. 5. Clarify all terms of commitment, on both parties, in writing before committing the work. Who owns the copyright on the work performed, ownership of the site itself and costs of updates and add-ons should be addressed. Understanding Web Design Web Browsers All web sites are viewed on computers using a Web Browser -software which allows you to view and "leaf" through the pages of web sites (surf the net). These programs take the information from the web site and display it on your computer screen. They also enable the "interactive" part of the experience. Keeping your web browser version up- to-date is important because the technology, features, and web site programming are constantly changing for the better. Two predominant browsers (which most sites are compatible with) are Microsoft's Internet Explorer (IE) Firefox and Safari. All 3 browsers are currently available free of charge. A Domain Name identifies your site as unique. There is fixed annual cost to registering and retaining a domain name. Prices will vary depending on what you are registering and with whom. When someone wants to connect to your site, they will request routing to your domain's address (URL). Our domain name is allairmedia.com while our URL is http://www. allairmedia. com. Because your web site is an integral part of your business, it's name should be relevant and specific to your business. SITE HOSTING All web sites must be stored on specially designed computers (hosts) so they may be accessed by other computers through their browsers. Hosting companies may also provide e-mail, news and other services. Hosting fees may range from Free up to $700+ US per year depending on web site size, complexity, additional services, etc. NOTE: "Free" hosts generally have restrictions and additions which make them undesirable for professional use. WEB SITE DESIGN A web site consists of individual viewing pieces called web pages. Web sites can be anywhere from one page to several hundred. Each web page is very similar to a page in a magazine. Often, the site may employ several pages to present related (linked) ideas. STATIC PAGES (HTML) Static web pages may contain graphics, text, photos, video and sound. Changes to HTML pages can be costly in time and/or money. This format is best suited to those pages which you would rarely or never change. DYNAMIC PAGES Web pages that require frequent updates (catalogues, indexes, etc. )are best suited to a dynamic format, such as Active Server Pages (.asp). Dynamic pages do not alter the appearance of the information seen by the browser but they do have a huge advantage over static pages. Each time they are viewed, the browser forces the host computer (server) to check the database for the information to be displayed on the page. Hence, keeping the information "fresh" on your web site is as simple as making entries in the database. This is done through the use of simple text entry forms designed into your web site and accessible only by you. SPEED Broadband or high-speed Internet connections (such as CABLE, DSL or ISDN), are currently employed by over 60% of North American Internet users today. In the early years of the internet, users were connected to the internet via standard telephone modems (signal translators). ACCESSIBILITY CONSISTENCY We are all creatures of habit and, as such, expect to find the same things in the same place each time. Keeping things consistent on each page makes your site easier to use. You "teach" your visitor how to use your site immediately upon arrival. After that, keep the game the same! CONTACT
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