"Companies get an edge from a Web presence," sad Brett Beasley, a business development executive at OnSphere Corp. "Developing a Web presence is paramount to conducting business today."

In response to the demand, Web design shops have seemingly sprung up on every street corner. Some offer $200 single-page sites; others design interactive sites with integrated business functions. Most companies desire a Web presence; how large and how complex that presence is, and how much it will contribute to profits, depends on many factors. Like all other endeavors, a Web site begins as a business plan-- preferably one that dovetails into the company's larger plan for success.

CREATING A WEB PRESENCE
The good news: The Piedmont Triad boasts dozens of sophisticated, experienced design firms that offer every type and level of Web presence. "Companies don't need to go outside the Triad to get this," said Beasley.

In recent years, a number of homegrown Web firms have spun off of existing companies as developers and programmers began to specialize in Web-based content and design. OnSphere grew out of Raleigh-based DBBasics Inc., which focuses on open enrollment and customized training. "We spun off in January 2000 so we could focus on business-to-business, ecommerce and Web development," explained Beasley. Today the firm has offices in Raleigh, Greensboro and Charlotte.

OnSphere offers customized Web solutions. "We do business with small size companies, building a static site that's colorful and inviting, but without the credit cards," said Beasley. "Or clients can have any level of sophistication. We can make it roll over and bark like a dog if they want it to."

A Web site can be as simple as a brochure or as complex and multi-functional as America Online's portal. Generally speaking, you get what you pay for. Anyone can call himself a Webmaster and post information or documents online. But a Web development company specializes in what happens between the "we should be on the Net" realization and actual e-profits--and that involves strategy.

"There are a whole set of elements of Internet Marketing that need to be considered," said Malinda Pengelly, president of Beyond Email Inc., a Greensboro-based Web design firm. "In a brick-and-mortar industry, you don't just plop a McDonald's down on a street corner. Part of our goal is to educate people--this isn't something you can do in a day."

According to Pengelly, prioritizing now can save headaches later. "There are so many things that a site can do these days," she said. "Think about what you want to do and then prioritize those things. Time and money might not allow you to do all those today, but eventually you can."

When Internet newbies first venture into the online world, they are duly impressed by the bells and whistles of many high-level Web sites. "But functionality is important too," said Beasley. "One of the first things we do with a client is learn about their business and business processes. The next step is asking, "What do they want to achieve?'"

Company executives are wise to consider both how they see the firm fitting into its market and what they see the company doing to set itself apart from the competition. Clients should discuss their goals with the Web development team, focusing on what they want their sites to do and how they hope to reach out to their customers and the general public. Beasley said that the team's task is to take that concept and achieve that end by developing a Web site that does those things, but the more planning that occurs prior to site design and launch, the more successful the finished site.

DOING BUSINESS ON THE WEB
Not every company can be the next Amazon.com, but any business can benefit from offering its customers 24/7 access to its products and services. "Right now, companies are [largely] in business-to-business, but eventually it'll move into business-to-consumer," explained Bill Dean, president of !dealliance Inc., which manages the Piedmont Triad Research Park.

Beyond Email offers a suite of business-to-business and business-to-consumer products."People come to us with budgets that are all over the board," Pengelly said. "I don't want to scare off people who want to get a virtual store--an ecommerce site. You can get one going fairly inexpensively, starting at $2,000 to $3,000."

Business-to-business technology simplifies and expands the company-customer relationship. Sales, service, order tracking and accounts receivable/payable can all be managed online. "There's still a supplier-client relationship, but it's business-to-business," explained Beasley. "There's a lot of different levels. In the past you would have a catalog or order list, but the Internet has opened up how companies do business with each other."

The Web may be the ultimate marketing tool, but faster and more effective communication is its bottom line. Network developers divide the technology into three areas: the Internet, extranets and intranets. The Internet serves businesses by educating customers about the firm, its products and services. Extranets allow for communication with existing customers and encompasses all aspects of the client-customer relationship. Intranets create channels for a business to communicate internally, among employees.

"The Web has changed how companies interact with their employees--as far as communicating, disseminating information, offering benefits--by automating processes that normally would have been done manually or via paper," said Beasley. "Consequently, it's saving them time and money."

WORKING WITH WEB DEVELOPERS
Web development teams at sophisticated design firms are interdisciplinary. They bring a full spectrum of skills to the table: architectural and database design, business strategy, marketing, editing, and programming. Web site content, graphics and marketing strategies all differ from those used in other realms. As if the new medium isn't confusing enough, interactivity allows for integration and simultaneous use of many site functions.

To help traditional firms navigate the Web design process, Beyond Email has produced a Web Goals Kit, which is available free of charge. The document advises clients to make sure that the Web design firm has the ability to grow with its clients and to give them support. Clients should discuss maintenance and support issues. An inoperable Web site is more than a technological headache--it represents frustrated customers and lost business. Professional design firms also invest time in testing and quality assurance before the site is up and running. They will be able to train your company's staff if necessary, and to outsource any aspect of the development process that is beyond their expertise.

Pengelly suggested that clients view their entire business as interactive, with the Web site as one marketing tool that can be used in conjunction with all other elements of the business. Consider how the Web site can complement and strengthen other aspects of the marketing plan.

"There are lots of [online] tools beyond search engines," Pengelly said. "There are newsletters, banner ads, things that can be married with off-Web marketing techniques," thereby enhancing the effectiveness of both the Web-based and non-Web-based marketing strategies.

Beyond Email not only develops custom Web sites, the firm also offers turnkey Web-based solutions through its partner, Entry.com Inc., a Canadian company. Beyond Email is the exclusive East Coast marketer of project management and ecommerce software for Entry.com. "With this software, we can offer high-end, robust solutions that can be implemented in two or three weeks," said Pengelly.

These turnkey solutions use the Internet as a portal--to send information, collaborate and store materials. Such applications can speed up any business project. Web-based solutions are superior to conventional PC- or desktop-based applications because they do not require hard drive space, can transmit and store large amounts of data and can be accessed from anywhere using a code or password.

The capabilities and uses of the Internet remain limitless. "We've seen the Internet move from an exclusively academic and technical playground to a powerful business medium," said Pengelly. The good news for your business is that its never too late to go virtual, get online and harness the power of the Web.

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