BUSINESSWEEK ONLINE : FEBRUARY 5, 2001 ISSUE
FRONTIER -- FEATURES Web Savvy BE FLEXIBLE. Consider your Web site a fluid project that will require constant updates and attention. GET PERSONAL. Make sure your Web site reflects your company's personality and identity. Pay close attention to the tone of your written copy, the types of services offered, and the site's visual design. MARKET YOUR SITE. Use metatags, the code that search engines look for, to highlight keywords on your Web pages. Advertise in your own print materials, on similar Web sites, and in specialty and trade publications. DON'T OVERINVEST. Consider low-cost approaches for e-commerce. Portal sites such as Yahoo! and specialty sites like Bigstep.com offer small companies step-by-step programs to set up shop online for less than $30 a month. DEVELOP TECH SMARTS IN-HOUSE. The happiest small companies have an Internet expert on staff. If you don't, consider sending a staffer for training. LOOK FOR DEALS. Many big companies marketing to small business offer discounted Web services such as hosting, low-cost DSL connections, and Web design. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ BACK TO TOP					RELATED ITEMS Why the Web Still Works CHART: Online Economics TABLE: DiBruno Bros. TABLE: Helen Wells Agency TABLE: Sneetch Enterprises Inc. TABLE: Regent Book Co. TABLE: Web Savvy ONLINE EXTRA: On the Web, Simple Is Smart INTERACT E-Mail to Business Week Online

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