Put Your Company on the Web

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Put Your Company on the Web Powered By Docstoc
Sharon Stevens and Susan Henson
Published by MU Extension, University of Missouri-Columbia   MP 750
              This publication covers initial questions that businesses or organizations
              should ask when considering a Web site. It provides basic guidelines for
             setting up a company Web site. These are introductory considerations and
               are meant to give you unbiased information so that you can make good
                                choices and get your Web site on the right track.

Who needs a World Wide Web site? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 1
   Who buys from the Internet? Who are your customers? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
   What is your competition doing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
   Is your company prepared to handle increased customer contacts and/or sales? . . . . . . . . . . . 2
So you’ve decided you want a Web presence… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
   Develop your image . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
   Brainstorm your domain name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
   How big should your Web site be?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
   Should you develop your own Web site? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
   Questions to ask when interviewing a Web site developer. . . . . . . . . . . . . . . . . . . . . . . . . . . 4
   Have you thought about customer service? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
   You can make these Web site design elements work for you . . . . . . . . . . . . . . . . . . . . . . . . . 5
   Federal Trade Commission guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
   Promote and advertise your Web site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
   Register with search engines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Legal issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Glossary of Web terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

      Developed by the Missouri Textile and Apparel Center University of Missouri-Columbia, MU Extension
                 Input provided by the University Outreach and Extension E-Commerce group

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                                                               Published by MU Extension, University of Missouri-Columbia
                                                      PUTTING YOUR COMPANY                              ON THE          WEB

                                                                                           The second group is family oriented
                                                                                        and has an above average income.
                                           Who buys from the Internet?                  They use the Internet to enhance their
                                           Who are your customers?                      connections to others. This group is the
 Who needs a World                                                                      backbone of the electronic consumer
 Wide Web site?                            Business to consumer (B2C)                   market.
                                              Young, affluent, educated, working           The third group is made up of
       very business, especially those     Americans, equally divided between           entertainment seekers. They use tech-

E      selling to consumers, needs
       some kind of World Wide Web
presence, even if it is as minor as an
                                           males and females, appear to be the
                                           driving force of U.S. Internet commerce
                                           (E-commerce). Over time, Web con-
                                                                                        nology because it is fun. This group
                                                                                        generally lives in one- or two-person
                                                                                        households with no children, has a fairly
electronic directory listing. The Web is   sumers are becoming older, the income        high-income level and buys on impulse.
increasingly replacing the phone book      level is going down, and women and              If your product appeals to one or
as the place where people look for a       minorities are increasing their percent      more of these groups, you need to seri-
company’s address, phone number and        of presence. Internet shoppers value         ously consider having a Web site. It
other key information. And, it has the     convenience and want as much infor-          should be designed with these major
advantage of not being limited to a par-   mation and choice as possible. They          markets in mind.
ticular city. In addition, organizations   have faith in technology, and tend to
and institutions that want to reach mem-   use the Internet to fulfill an inner need.   Business to business (B2B)
bers and collaborators can have an         Three main groups were there first              Your Web site is an opportunity to
immediate wide-reaching presence.          and are making electronic commerce           reach other businesses. Retailers might
                                           work.                                        be interested in selling your product.
                                              The first group is made up general-       Other businesses might use your prod-
 Different purposes for                    ly of white-collar workers, well educat-     ucts as raw materials for their products
 Web sites                                 ed, with a high income, often in             or services. Or, your service might be
 s Information only                        dual-income families. They are the lead-     just what another company needs.
 s Advertising and marketing               ing online buyers of every product and          Many large manufacturers conduct
 s Catalog (sometimes called               the first to adopt technologies such as      business over the Web by using auc-
    “brochure ware”)                       cell phones, electronic calendars and        tions and/or B2B exchanges.
 s Full sales or financial transactions    hand-held Internet access devices. They      Exchanges let a company post its sup-
                                           view the use of technology as a way to       ply needs where potential suppliers can
                                           get ahead. They are more interested in       respond by posting what they have and
                                           convenience than in price.                   the selling price. The manufacturer can
                                                                                        then select a supplier, based on cost,

Put Your Company on the Web, MP 750                                                                                              1
past experience, reputation, availability
and other factors. These exchanges
limit the need for a lot of the paperwork,    What is your competition                    So you’ve decided
faxing and telephone time that purchas-       doing?                                      you want a Web
ing has required in the past. They also
make it possible for buyers and sellers          Go “surfing.” Search for the compe-
to reach an agreement much faster. The        tition’s Web sites using both names and
difficulty is that both buyer and seller      categories. What kinds of Web sites do
                                                                                         Develop your image.
must be members of a given exchange           your competitors have? Think like a cus-      If your company already has a rec-
and have the software to access it. For       tomer. How do your competitor’s pages      ognizable image, adapt it for your Web
small companies, the cost can some-           appear to you? Would you spend time        pages. Remember that print materials
times be prohibitive.                         there? Can you find what you are look-     must be simplified for use on the Web.
    Small companies can use the Inter-        ing for there? Would you go back a sec-    Decide on your colors and limit the
net to find potential suppliers by doing      ond and third time? What type and          number of colors you use (unless your
searches on a product. They can con-          amount of information to they include?     customers are children or teen-agers).
tact the potential supplier by email —        How do they handle orders?                    This is an area where professional
saving both time and money (no “phone                                                    expertise could be a valuable invest-
tag,” no phone bill). If you find several                                                ment. Attention to image will give cus-
potential suppliers, you can compare          Is your company prepared                   tomers the appropriate impression
their responses before making your            to handle increased                        about your company and will help
buying decision. Some of these suppli-        customer contacts and/or                   establish your credibility and value in
ers may also have the option for you to       orders and sales?                          their minds. Once established, your
purchase online. Another possibility             What will you do if your Web site       image will speak volumes for you and
might be for you to cooperate with other      is a success? Do you have or can you       about you.
small business to buy your supplies           make/acquire enough product to fill
together, and take advantage of volume        many orders in a timely manner? Are
discounts.                                    your fulfillment procedures in place or    Brainstorm your domain
    It is also possible that you could find   do you want to hire a fulfillment compa-   name (the Web address).
potential buyers for your product or ser-     ny? Do you have a return policy and        Register it.
vice by doing Internet searches. If you       what will you do with returned product?       Don’t procrastinate. Registration is
find a company that sells your product,       (There are now companies who special-      inexpensive ($35 per year is reason-
they are potential buyers of your prod-       ize in handling returns for companies.     able) and easy. As soon as you think
uct.                                          Also, UPS and FedEx are partnering         you’re headed for a Web site, put every-
                                              with companies to facilitate returns.)     body in the company on the task of
                                                                                         coming up with the perfect name for

2                                                           Published by MU Extension, University of Missouri-Columbia
your company’s site. Your domain name       it’s employees have e-mail and access      instant feedback on out of stock items,
is your identity. If people know your       to the World Wide Web. In this phase,      instant feedback on orders received,
company by its name, then use it! It        busineses may source and purchase          e-mail notification of shipping and esti-
should be something that people can         supplies over the Internet. The company    mated arrival times. This Web site might
easily associate with your company and      may also have a simple Web site show-      also have interactive customer support
can remember. Don’t make it too “cute.”     ing some of their products and giving      such as e-mail with immediate respons-
Also consider your image and any            contact information.                       es, online telephone connection, and
brands when you select a domain                                                        other types of customer support, such
name.                                       Phase 2: Maintaining an active and         as newsletters, mailing lists, etc.
   Check to be sure that it hasn’t          purposeful Web site
already been taken, and then register it.      In Phase 2, the company maintains       Phase 4: Integrating your core busi-
You can register more than one name         an active Web site. Customers can view     ness operations with the Internet
— if you’re not sure what you want to       pictures and descriptions of the compa-       Phase 4 includes full customer rela-
use and/or if you want to own variations    ny products. The site includes some        tionship management and back-end
on your chosen name. Register any and       interactive customer support such as an    integration. Everything related to buying
all names that you can afford, so you       e-mail link and is regularly updated. An   and selling is computer managed.
don’t take a chance that someone else       FAQ (frequently asked questions) page
will come along and register the name       might fit into this phase. Phone or fax
you have chosen. Registration can be        ordering could also be added.              Should you develop your
done on the Internet through various                                                   own Web site? Hire it out?
sites that specialize in this process —     Phase 3: Buying and/or selling on          Use a combination?
simply do a search under “domain            the Internet                                  Consider your company’s resources
name registration.” Checkdomain.com is         Somewhere between phases 2 and          for developing a Web site in terms of:
a Web site that allows users to find out    3, the company should have a full cata-    s Time
whether a domain name is registered or      log of product offerings and mecha-        s Expertise
still available.                            nisms for customers to order               s Maintenance and updates
                                            merchandise on line. More sophisticat-     s Cost
                                            ed Web sites include such features as
How big should your Web
site be?
   Decide how much you want to do
at the beginning and make a plan
for enhancing your Web site over
time. Your site can develop from an
information center telling about
your company and your product,
to a catalog with telephone and
fax ordering, to a full selling
site taking credit card pay-
ments. You can look at this
process as a series of
phases that often over-

Phase 1: Connect-
ing to the Internet
   In Phase 1, a company
connects to the internet, and

Put Your Company on the Web, MP 750                                                                                             3
          Questions to ask when you are interviewing
                     a Web site developer
      1. What services do they provide:
      Image development, design, hosting, other?                   8. Does the developer question you about
                                                                your customers?
      2. What about maintenance?                                   Does the developer ask you what your customers
      Can you do your own updating or do you have to            need and expect? Is he or she interested in how
    go back to the company? Are there additional                your products/services are currently marketed or
    charges for upgrades? Who will own the Web site             sold? A good Web developer knows your Web site
    when it is completed? Who will own the domain               must be personal to your company and work for your
    name?                                                       customers.

      3. What are the hourly rates?                                9. Who will provide the content and graphics
      Normal rates are about $60 to $150 per hour.              for your site?
    Rates may vary greatly between rural and                       Will the company help you with wording (if you
    metropolitan areas.                                         want help) and develop original art for you? Is there
                                                                an additional cost for this?
        4. Look at the developer’s Web site.
        Does it provide useful information? Is it attractive?      10. Will the developer help you test your Web
    Is it easy to navigate? Do you like it?                     site and make corrections?

       5. Ask about the people in the company.                    11. Can the developer host the site if you want
       Who is on the staff? What is their expertise? Who        them to?
    does what? Is the staff stable and consistent? Is the         How much will hosting the site cost? Ask them
    owner available to you? If much of the staff is part        about other options for hosting the site.
    time, are they there on a permanent basis? If there
    is a lot of turnover among staff members, you may              12. Will the developer help you with gathering
    end up with more than one person working on your            statistics on visits to your Web site?
    Web site.                                                      Will they help you to understand what the statis-
                                                                tics mean? Are there additional charges for these
       6. Ask for references from current and former            services?
       Get the names of former customers and find out             13. What will happen to your Web site if the
    from them if they had a positive experience. Would          developer goes out of business?
    they recommend the company? Would they go back
    to the company? Look at their Web sites. Do you like          14. If you decide to use this developer, what
    them?                                                       are the next steps?

       7. Ask how much your Web site development                  15. Can you get advice from the developer
    will cost. Is the initial consultation free?                about legal issues?
       This consultation should begin with a dialog about
    what you want your Web site to do and what features            Thanks to J. Michael Roach, of IDP Group
    you will want. If they give you an estimate without         (www.idpgroup.com), and Linda Carlton, of Effectual Web
    knowing what you want, they are probably not taking         Design (www.effectualweb.com), for their input.
    your needs into consideration. If they just say, “It
    depends,” they can charge you anything they want.

4                                                        Published by MU Extension, University of Missouri-Columbia
                                             Customer service                         You can make these Web
   Decide whether doing your own Web
                                             possibilities                            site design elements work
site is an efficient use of your time or
                                             s Clear and detailed product informa-    for you.
that of your staff. Is there someone on
your staff who is experienced enough to          tion (descriptions, photos, sizes,   s Begin with a great, strong home
design and/or put up your Web site               prices, quantities, etc.)              page that will draw viewers in.
quickly and accurately? Web site devel-      s Quick and easy-to-follow naviga-       s Each page should have a title that
opment and maintenance involves tech-            tion                                   tells what is on it.
nical expertise and is an art. You may       s E-mail (answered within 24 hours)      s Repeat your brand image (logo) on
find that it costs less than you think to    s Free or reduced-rate shipping            every page and always in the same
hire an experienced firm to develop          s Returns to store accepted and /or        place and color.
your Web site for you. Remember, your            free return postage                  s Put links on your pages so that cus-
Web site will be the first impression for    s Clear security and privacy policies      tomers can go directly where they
many potential customers. You don’t              that protect the customer              want to go. No information should be
want to risk turning them off just to save   s Store location directory                 farther than three clicks away. Always
a few dimes.                                 s Product availability information         put the links in the same place and
   Think about what you want your site       s Order tracking                           in the same order. Graphic links
to do before visiting a developer. Inter-    s Personal greeter                         should be repeated in text form.
view potential Web site developers to be     s Product/trend advice                   s Include your telephone number, an
sure they will do the job that you want      s Internet telephone capability            e-mail link, and your e-mail address,
done. See the checklist of questions to      s Auxiliary related information            spelled out — and make them easy to
ask a potential Web site developer, on       s FAQ (frequently asked questions)         find.
page 4. If you have specific needs, be       s Wish list                              s Update your pages regularly, just as
sure to discuss them with the Web site       s Call center                              you would a storefront window. You
developers you interview. No matter          s Gifts with purchase, online              can train your customers to look for
how good they are, no matter how well            coupons and incentives                 updates on a regular basis — e.g.,
recommended they come, if they can’t         s Mass customization                       weekly or on the 1st and 15th of the
or won’t do what you want, they are not      s 3D modeling                              month. Offer an incentive for them to
right for you.                                                                          return and check out your updates
                                             cated and probably not for beginners.      — a new featured product, a sale
Have you thought about                       The person or company that develops
customer service?                            your Web site will be able to talk
   On-line customers like to have it all.    with you about these options and
They have high expectations about how        help you decide which ones
your Web site should work and look, as       you want immediately, what
well as what they can find there. Can        can wait, and which
you provide them with the service they       are necessary to
expect?                                      meet the goals of your
   Gear your Web site to your cus-           Web site.
tomers’ needs. Start small and work
your way up to more advanced func-
   There are many customer service
options. Check out other Web sites
(especially your competition) to see
what they include and how they work.
Do the features they offer add value to
the site?
   Some of these options are compli-

Put Your Company on the Web, MP 750                                                                                             5
                 Federal Trade Commission guidelines
       The Federal Trade Commission (FTC) has               beyond the need to complete the intended trans-
    developed a series of reports, guidelines and           action. The two traditional types of choice are
    model codes that represent “widely-accepted             opt-in and opt-out. With the opt-in option, con-
    principles concerning fair information practices.”      sumers give permission for the collection and/or
    (FTC Web site).                                         use of their data. With the opt-out option, con-
                                                            sumers must take steps to prevent the collection
      The five core principles of privacy                   and/or use of their data. The difference is which
    protection are:                                         option is the default.
      (1) notice/awareness;
      (2) choice/consent;                                      3. Access/participation
                                                               The consumer should have the ability to
      (3) access/participation;
                                                            access the data about him or herself (that is,
      (4) integrity/security; and                           view the files) and to contest the accuracy and
      (5) enforcement/redress.                              completeness of that data.
       There is extensive information about this and
    other consumer privacy issues posted on their             4. Integrity/security
    Web site (www.ftc.gov). What follows is a very            The data must be accurate and secure. Data
    brief summary of these five principles.                 collectors must take reasonable steps to insure
                                                            that it is.
       1. Notice/awareness
       Consumers should be given notice of what a              5. Enforcement/redress
    given Web site intends to do about collecting              To be effective, there must be a mechanism in
    information including:                                  place to enforce these principles. Among the
       (a) who is collecting the data;                      alternative enforcement approaches are industry
      (b) how the data will be used;                        self-regulation; legislation that would enable con-
                                                            sumers to sue; and/or government regulation
      (c) potential recipients of the data;
                                                            making violation of privacy codes a civil and/or
      (d) the kind of data that are collected;              criminal action.
      (e) the means by which it will be collected;
      (f) whether providing the data is voluntary or           The topic of consumer rights-to-privacy vs.
          required; and                                     commercial collection of information for such
      (g) the steps being taken to ensure confiden-         uses as targeted advertising is hotly debated at
          tiality.                                          all levels of internet use. Only time will tell
                                                            whether the industry will be able to self-regulate
                                                            to the satisfaction of those concerned or regulat-
      2. Choice/consent
                                                            ing agencies will have to pass laws and impose
      Consumers should be given options about
    how their personal information will be used

6                                                    Published by MU Extension, University of Missouri-Columbia
                                              Promote and advertise your
   special or a perk (free or reduced                                                      site developer should be able to give
                                              Web site
   price shipping, a gift, a coupon, etc.)                                                 you further tips on submitting your URL
   each time.                                    Promote your Web site on ALL your         and your keywords. A marketing Web
s Be sure that all your information is        print materials, including your sta-         site that has useful information on this
   relevant, accurate and complete. Be        tionery, business cards and print adver-     and other topics is:
   absolutely sure that there are no          tising.                                      www.marketingtips.com/
   typos or grammatical errors.               s Trade links with non-competing relat-
s Be sure that everything on your Web            ed Web sites.
   site works. Web site customers are         s Use Web-banner advertising spar-            Legal issues
   frustrated easily and don’t like dead         ingly.                                       There are several legal issues that
   ends or confusion. Remember, the           s If you can afford it, use magazine         you should be aware of when you sell
   competition is just a click away!             ads or a newsletter to reach your tar-    products or services over the Internet.
   When customers go to sites that               get market.                               One issue of great concern to many
   take too long to load, or are too com-     s E-mail known, interested customers.        consumers is Privacy and Security.
   plicated, i.e. unclear ordering instruc-      Do NOT send spam e-mail. Always              Consumers continue to express con-
   tions, lack of details, or rejection of       include a way for e-mail recipients to    cern for their personal information on
   credit cards, they tend to abandon            be removed from your list (“opt out”)     the Internet. A large number of cus-
   your site. (Your Web site traffic report      and honor all such requests.              tomers will not purchase anything from
   can help you determine if this is a                                                     the Web because they are afraid that
   problem on your site.)                     Register with search                         their credit card numbers or other per-
s Include a feedback section (possibly        engines                                      sonal information will be stolen. While
   with a survey). Provide a place for           Search engines respond to key             this rarely happens, there have been
   name and e-mail address, but don’t         words entered by the user and provide        well-publicized instances of this hap-
   require it.                                a list of Web sites with that word           pening, and their fears cannot be simply
s Make the text large enough to read          appearing in the area that the search        dismissed. Check some existing Web
   on normal computer settings.               engine looks in. There are three types       sites and see how they address the
s Use good contrast between the               of search engines. The first is a directo-   security and privacy issue.
   background and the text. Remember          ry that provides a listing of Web pages         The Federal Trade Commission
   that black backgrounds will not print      by category. To be listed with these         (FTC) regulation on Privacy and
   from all computers and that some           types of search engines, you must reg-       Security is discussed briefly on the pre-
   computers will read colors differently     ister with them. They may allow you to       vious page. In addition, when you begin
   from the way you designed them.            give the description and keywords as         selling over the Internet, the security of
s Background patterns can clutter your        you want them to appear.                     credit card numbers and other personal
   site, or can even make people dizzy.          True search engines automatically         information becomes even more of a
s Include a “text only” option for com-       index your site using indexing software      concern. Your web developer should be
   puters that cannot load graphics or        or “robots.” Every search engine has dif-    able to help you make your website
   are very slow.                             ferent criteria for returning search         secure and safe for your customers.
s Design your pages with lots of              results. If you know what their criteria        Other issues include copyrights, your
   “white,” or open space.                    are, you can influence how your site will    obligation to fill and ship orders in a
s Print all your pages to be sure that        be ranked in the search results.             timely manner, chargebacks resulting
   they print. Then print them from a com-       Meta search engines look through          from customers using bad or stolen
   puter at your public library or a public   multiple search engines simultaneously       credit cards, handling returns and
   school. Have your kids or the neighbor-    and a ranking for your keywords results      refunds, electronic signatures, smart
   hood kids and their friends explore        from how many times it encounters the        cards and sales tax. Because the
   your site and report back to you.          keyword in the search engines it uses.       Internet as a business vehicle is still rel-
                                                 The individual Web sites of the           atively new, Congress is debating ways
                                              search engines will give you information     to deal with many of these issues. It
                                              about their requirements and your Web        might be a good idea to consult an

Put Your Company on the Web, MP 750                                                                                                  7
attorney to review potential problems          and methods for handling returns and           Get feedback from your friends and
prior to launching your Web site.              refunds.                                    customers about your Web site. If they
                                                  Some companies that sell through         tell you that it is hard to navigate or
                                               major retail establishments do not want     read, then you and/or your site develop-
    Summary                                    to do direct sales on line because their    er have work to do.
    Essentially every business needs a         retailers consider this to be direct com-      Marketing your Web site is key to
Web presence. How complex your Web             petition with their sales. In this case,    your success. Put your Web address on
site will be depends on your purpose for       you would want to put an up-to-date         everything that is associated with your
having a Web site and the resources            store location directory on your Web        business — your cards, stationery,
you can and are willing to devote to           site.                                       brochures, and in all your advertising.
your Web site.                                    Whatever level of Web site you start        Make your Web site an integral part
    If your intention is to provide a direc-   with, look to upgrading as soon and as      of your business plan, not something
tory listing for your current and potential    often as possible. Keep your information    separate and apart. Whenever you have
customers and/or your resources are            up to date and change it often so that      a promotion or launch a new product,
very limited, a Web site giving your           customers have a reason to keep com-        your Web site should be a part of the
company information, including                 ing back.                                   campaign.
address, phone number and e-mail
address may be all that you can begin
    A deeper commitment of resources
could allow you to provide pictures and
descriptions of some, most or all of your
    The next level of commitment is to
sell products/services from your Web
site. This will require you to accept cred-
it cards and/or consider electronic sig-
natures, gift cards, participation in
electronic shopping malls and other
methods for exchanging money through
the Web. You must also be prepared
with fulfillment capability for fast and
efficient delivery of items purchased,

8                                                             Published by MU Extension, University of Missouri-Columbia
                               Glossary of Web terms

    The Web has created a whole new vocabulary that can be very confusing. One of several Web
 sites that give definitions of Web-related terms is: http://www.Webopedia.com
    A few common terms and some that are used in this publication are listed below.

    Affiliate programs —                                  Browser —
    an agreement between two or more compa-               software programs, such as Internet Explorer
 nies to promote each other’s related, but not         and Netscape, that retrieve, display, and print
 competing, products or services. Each company         information and HTML documents through the
 places a link on its page to the affiliate’s page     WWW.
 and usually gets a percentage of sales resulting
 from cross-hits.                                        B2B (Business to business) —
                                                         transactions conducted between businesses.
    Banner advertising —
    the boxes that appear (usually at the top of a       B2C (Business to consumer) —
 Web page) advertising a company. When the               transactions conducted between businesses
 advertising is targeted, the banners refer to a       and individual consumers.
 related (but not competing) product or service,
 e.g., a company that sells golf equipment might          Clicks and mortar —
 put a banner ad on a page from a company that            a retail business operating a physical store
 sells golf clothing or a golf resort page. Targeted   (mortar) and an Internet Web site (clicks). Also:
 advertising appears to be effective, while ran-       clicks and bricks.
 dom banner ads are seen by consumers as
 mostly annoying. In some cases, banner adver-            Domain name —
 tising is the way a Web site is paid for.                the unique name that identifies the internet
                                                       site. (See also, URL)

                                                          EC (Electronic or e-commerce) —
                                                          involving use of a computer and the Internet
                                                       to conduct business.

                                                          EDI (Electronic Data Interchange) —
                                                          the exchange of documents, such as pur-
                                                       chase orders and invoices, between businesses,
                                                       electronically, in a standardized format.

                                                         E-mail (Electronic mail) —
                                                         messages sent from one person to another or
                                                       a group via the computer.

                                                          Encryption —
                                                          a coding system used to ensure the security
                                                       of information on the Internet. A decoding sys-
                                                       tem is required to read the information.

Put Your Company on the Web, MP 750                                                                        9
    Hit —                                                                           Site —
    a single request from a Web browser for a                                       the virtual location on the WWW, usually
 single item (file) from a Web server. A counter                                  made up of a home page and several Web
 would register four hits to display a page with                                  pages, designated by a unique URL. (See also,
 three graphics — one for the page and one for                                    Web site.)
 each graphic.
                                                                                   Spam —
   Internet —                                                                      junk e-mail, usually advertising, sent via e-
   a collection of interconnected computer net-                                   mail, without the permission of the recipient.
 works around the world. The vehicle through
 which e-mail and the World Wide Web operate.                                        Surfing —
                                                                                     to move from place to place on the Internet
   Intranet —                                                                     searching for topics of interest. Generally used
   an internal network of computers accessible                                    to describe a rather undirected type of Web
 only to selected users. Many companies have                                      browsing in which the user jumps from page to
 an intranet available only to employees.                                         page rather whimsically, as opposed to specifi-
                                                                                  cally searching for specific information.
    ISP (Internet service provider) —
    a company that provides connections to the                                       URL (Uniform resource locator) —
 Internet for a fee, e.g., AT&T @home, AOL,                                          internet address or web address. An address,
 Socket.                                                                          consisting of a prefix, domain and suffix. The
                                                                                  main level is the type/country designator and is
    Pure play —                                                                   on the right (.com; .org; .edu; net; gov); the sec-
    a company using the Internet as its only                                      ond level is on the left and designates a specific
 channel to conduct business (no physical stores                                  computer network (www); the sub domain is the
 or paper catalogs).                                                              individual name of the Web site and is in the
                                                                                  middle (abc). For example: www.abc.com
   Server —
   A computer or device on a network that man-                                      Web site —
 ages network resources. For example, a file                                        a site (location) on the World Wide Web..
 server is a computer and storage device dedi-                                    Each Web site contains a home page, which is
 cated to storing files. Any user on the network                                  the first document users see when they enter
 can store files on the server. A print server is a                               the site. The site might also contain additional
 computer that manages one or more printers,                                      documents and files. Each site is owned and
 and a network server is a computer that man-                                     managed by an individual, company or organi-
 ages network traffic. A database server is a                                     zation.
 computer system that processes database
 queries.                                                                           WWW (World Wide Web, or Web) —
                                                                                    a utility on the Internet, made up of home
                                                                                  pages with links to other pages.

                                 s Issued in furtherance of Cooperative Extension Work Acts of May 8 and June 30, 1914, in cooperation with the United States Department of
        OUTREACH & EXTENSION     Agriculture. Ronald J. Turner, Director, Cooperative Extension, University of Missouri and Lincoln University, Columbia, MO 65211.
                                 s University Outreach and Extension does not discriminate on the basis of race, color, national origin, sex, religion, age, disability or status as
                                 a Vietnam era veteran in employment or programs. s If you have special needs as addressed by the Americans with Disabilities Act and need
                                 this publication in an alternative format, write ADA Officer, Extension and Agricultural Information, 1-98 Agriculture Building, Columbia, MO
                                 65211, or call (573) 882-7216. Reasonable efforts will be made to accommodate your special needs.

$1.50                                                                 MP 750                                                                            New 10/01/5M

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