Alf Nucifora, the nationally known syndicated columnist of Shoestring Marketing, says that after being the butt of many jokes, the recipient of innumerable requests from prospects and clients, and the object of scorn by competitors, he decided to give in and build a Web site. Like many marketing professionals -- and that is what Realtors are fundamentally -- Nucifora was reluctant at first but finally embraced the new paradigm that marketing on the Web is an integral component of survival. Among the many benefits he has experienced since coming online, he is now a regular contributor to AgentNews (who would not have found him otherwise), and you, the reader, will be introduced to Alf's valuable insights into the world of marketing. Here are his musings on creating a new presence on the Net. -- Editor.

Building a Web site on a shoestring

A Web site is a fundamental marketing tool for all small businesses, including the home-based entrepreneur and single practitioner. Why? Web sites serve two basic purposes: They can be an actual mechanism for ordering and selling products or services, or they can exist simply to provide additional information about your company, accessible 24 hours a day to a worldwide audience. I didn't have much time or money to spend, but neither do most small businesses. Follow me as I go through the process of how I built my own personalized site.

The planning process can be broken down into three easy steps:

1. Find a Web site designer who fits the budget.
2. Have clearly defined objectives as to what you want the site to accomplish.
3. Register the site.

Finding a designer

Not having the budget of The Coca-Cola Co. or General Motors Corp., I wanted to find a Web site designer (Webmaster) who could deliver the job, cradle-to-grave, for less than $2,000. I didn't want anything fancy, no outlandish graphics or video elements -- just a simple, concise, easy-to-read, easy-to-navigate site that presents the who, what, when, where, and why of Alf Nucifora and what I offer.

I located a designer by asking friends, business associates, and Web enthusiasts. I even checked the local Yellow Pages under "Internet services" and "graphic designers." I finally settled on my designer by going to the Internet and checking out the work she'd done for other clients.

Cyndi Craven of the Atlanta-based Mantis Web Designs creates and builds Web pages primarily for small businesses, starting at $500 for a basic, one-page site. I told Craven what I wanted and quickly established the price parameters. I showed her other sites whose look and format I liked and suggested that she use them as a guide for style and navigability. We also decided that the site had to be completed within four weeks.

Defining the objectives

Craven asked me to evaluate my goals. Did I want to create awareness for myself and my company and/or sell product (such as consulting services or speeches)? She asked me to define my target audience and identify a unique posture or niche that would help position me to site visitors. The site had to be relevant (what's in it for the jaded visitor?) and offer some degree of interactivity (an "Ask Alf" feature and links to other sites where I'm currently featured). I didn't have time to create and write a whole mess of new material, so I provided Craven with various company brochures and background pieces as well as a library of photography. The rest was up to her.

The registration process

This was Craven's job. Most good designers will take full responsibility for this process. And it can be complex, so leave it to the expert. Craven recommended a Web host, a firm that provides the actual server space -- the space where the files that make up your Web site reside. There was a $50 one-time charge plus a monthly "rental" fee of $24.95.

Craven then registered my domain name (nucifora.com). A word of warning: Most common domain names have already been taken. Have alternates available. The registration process cost me $100, which covers the first two years. Each year thereafter is $50.

After three weeks of labor on the Web designer's part, the site is now up and running. It's simple, concise, informative, easy on the eye, and easy to navigate. All the components are included: navigation buttons that will guide the visitor to company background and information, an interactive "Ask Alf" feature, and links to other Web sites relevant to my business. There's even an audio clip, so visitors to the site who are interested in booking me for a speech can hear how I sound. Interestingly, the site appears different on my laptop than it does on Craven's high-resolution, super-ballistic monitor. You have to remember that your design will not always appear consistently on every computer screen. The ultimate site appearance is somewhat dependent on the settings of the visitor's computer.

Now that the site is functioning, I have to think about maintenance and ways visitors can locate the site:

• Deliver a response. E-mail features demand that e-mail inquiries be reviewed every day, and when time permits, answered, as well. Ideal response time should not exceed 48 hours. To meet this timetable, delegate responsibility to an assistant to review and prioritize incoming mail.
• Give updates. Business information becomes stale quickly. My site will be reviewed and updated at least every 90 days. The Web designer will make the changes.
• Register with search engines. Having a site is not enough. People need to know how to find you. It's like having a phone number with no listing in the phone book. Although there are many search engines, there are only a handful of major players, including Yahoo!, InfoSeek, Excite, AltaVista, Lycos, HotBot, and AOL's NetFind. The process of registering with the major search engines should be handled by your designer as part of the assignment.
• Link to other sites. The key to a successful Web site is to generate traffic. One of the best ways to do that is to link your site with compatible sites (similar products, partnerships, or strategic alliances) to share and trade visitors.
• Get aboard online directories. Similar to the Yellow Pages directories, online directories list your site by category and geography. However, unlike the Yellow Pages, they'll do it for free. Ask your designer to identify appropriate directories and list your site with them.
• Advertise the site. Don't forget to plaster your Web address everywhere -- on stationery, business cards, brochures, premium items, and advertising. Even put it on company vehicles.
• Count the number of hits. You'll want to know how many times your site has been accessed. Your designer can install a hit- counter on your site that provides you with an up-to-the-minute visitor tally. Better still, most domain accounts provide visitor statistics, such as how many hits per day, and breakdown by region and country. Ask your designer how to access this data.

For the record, I'm exceptionally happy with my site. It incorporates all the information I requested, and I like the design. Better still, I like the price. The designer, Cyndi Craven at Mantis Web Designs, brought it in at $1,800. Stop by and see if I got a good deal.

Alf Nuciforais a marketing consultant in Atlanta.

Published: February 16, 1998

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