As we join the rush to the Internet to promote our business, make more money, and gain market share, it’s good to remember that success using the Internet requires careful planning and promotion. Like other business opportunities, risk must be weighed against opportunity, cost versus return on investment.

It can be easy, even inviting, to be part of the management group around the table who declare, “We need to be on the Internet!” It’s a challenge, indeed, to take a hard look at how your firm can benefit from a web site.

So, before you hire your seventeen year old nephew to put a web site together for you, consider the following. Your web site could be the most widely distributed communication you have with the outside world (aka prospective and active customers, suppliers, business partners, and competitors). It’s your chance to greet the world with a huge competitive edge, if you approach it with care and a sound marketing strategy.

Web sites come in various types and sizes. They vary in cost to create and maintain. Let’s take a closer look at the three basic types of web sites: the static web site, self-service web site, and the dynamic web site.

Static web site. The static web site is similar to your marketing brochure. It usually presents general information about a firm and its products and services to potential customers and the world (or whoever visits the site). It can create credibility for a firm, which is especially beneficial for smaller firms.

To achieve these benefits of global presentation and credibility, the information on the web site must be valuable to its visitors and it must be well presented. For these reasons, getting your marketing staff and a professional developer involved are a must. Ideally, it should also capture and track usage statistics so you can monitor its usefulness.

Self-service web site. Self-service web sites are utilized primarily in the consumer to business environment. Typical applications for this type of site include banking (letting the customer check on his account balance) and delivery service (allowing a customer to trace his package delivery). As with the static web site, information goes primarily in one direction … to the visitor.

A self-service web site is more expensive to create and maintain than the static web site, but the realized benefits can be much larger. Improved customer service by making information available any time, reduced customer service workload, and improved customer relations are a few of the possible benefits of a self-service web site.

Dynamic web site. The establishment of the dynamic web site should not be taken lightly. It is by far the most expensive web site to create and maintain, and requires much consideration and planning, programming effort, and support. A dynamic web site lets customers and/or suppliers view information and perform business transactions. Information can be exchanged and shared. Dynamic web sites can incorporate work group technologies to promote collaboration and communi cation between customers, suppliers, and business partners.

Security setup and ongoing administration becomes a significant issue with the dynamic web site. Security can limit access to the dynamic web site to exclusive users (members inside and outside your organization working on a common project, for example). It can protect credit card information and more.

As with the story of the sprinkler parts, not every application is meant for the Web. However, for applications well suited for the Web, the return on investment is real.

Which is right for you? Whatever you choose, don’t be afraid to ask the hard questions. What makes good business sense? Hire a professional developer. Get your marketing staff involved. Create a strategy.

We’ll be looking for you on the Web!