By Deborah Bier, editor and publisher of this Ezine.

With the explosive growth of the World Wide Web, many in business have come to the conclusion that this medium may turn out to be the great communicator of our age. It is an increasingly important method for advertising and marketing products and services for both large and small businesses. Color, images, text, and even sound and motion can convey messages with startling immediacy.

But if the Web is so powerful, then why do many businesses and organizations find their Web sites don't perform the way they wish they would? If the WWW can reach so many so vividly, why aren't more commercial Webpages successfully converting visitors to customers and customers into dollars? I've been creating Websites for both business and pleasure for five years now. Often I'm called in to fix up a pre-existing site; one that has been a performance disappointment. I see patterns and trends in these situations which tell me that there are a few common -- and quite avoidable -- errors of which businesses and organizations can navigate clear.

To Start: Make a Good Choice
The talents and experience behind the Website creator(s) are key here. The person or people who do the job have a tremendous impact upon how successfully the site works as a business tool. In figuring out the best person(s) to hire, it is important to know what skills and talents are needed to create a successful business Website. The main ones are (not necessarily in order of importance):

• programming/technical skills
• graphic arts ability
• writing/communications skills
• business acumen, including marketing ability
• knowledge of YOUR particular field or business
• familiarity with the Web as a business tool
• can work as part of a team

Most professional Web designers have one, two, or (less typically) three of the above. That means that one or more important aspect of putting together an effective Website are missing. Without all these elements, it's no wonder many business' Websites only limp along! (see right)

Technical Skill is NOT the Most Important
The Internet is not rocket science. Most businesses and organizations do not need terribly complex or special technical features on their sites. They need good, clear communication which enhances and compliments what they do so people who arrive at their site are engagingly greeted with the info they want.

Yet, most business Websites are done by technologically-saavy, high tech folks with little or no marketing and communication skill or experience. The pages are technically competent, but don't do much in the way of sharing information, engaging readers, or creating sales. While some level of technical ability is necessary, other skills are equally, if not more, important.

What's the Solution?
The solution I'd like to put forth is one of teamwork. Since few single individuals can embody all of the roles and skills needed to create a profitable Website, I recommend a team of talents be brought together.

"Whoa!" you say? "That sounds expensive!" Well, it could be...unless you do it strategically.

You may not realize that you probably have part of the team on hand and that some of the groundwork is already done. Did you use a graphic designer, or copywriter for your print or other marketing? Do you have some marketing materials you really like and work well for your business? Do you have a good strategic marketing plan already in place? Don't you already know your particular field or business? If the answer to any of these questions is "yes," then start with the materials and experts already on hand.

The Role of Marketing
Web design for businesses is a marketing and communications task that uses the tools of programming, writing, and graphic arts to accomplish its goals. Marketing is the art which will help you create the focus and intent of an effective Web presence. The Internet marketer helps you adapt your current marketing program for successful use on the WWW. If your other team members are not highly experienced in applying their field to the Internet, the Internet marketing expert will be especially crucial.

Even a single hour with a Web marketer can save you time, money, and effort by helping you create a good working plan to steer by. With such an overview in hand, you can then charge your programmer, graphic artist, and/or writer to execute their respective duties.

If you have decided on a complex or large Web project, you might want to have a project manager. That might be you or another of your team. Work out a budget, a timeline, and make sure your goals are clear.

Some Web design companies have all the components of the design and execution team on hand and can either offer you the entire package or can fill in the pieces you are missing. Some Web design companies do not themselves understand the need for Internet marketing advice. Others refuse to work on a "team" (see the story at right). Beware such "professionals": they may not be adequate for your job!

The idea of building a Web team is new, but it makes sense. And it will be a while before this is accepted wisdom by the general public. But now you've got the edge and you can profit while your competitors might still be wasting their time and money with poor planning and inadequate advice.

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