PORT TOWNSEND — Even though the Internet is colloquially known as the “World Wide Web,” it is essential for small businesses to develop their online presence to retain local customers, according to a presentation Wednesday morning.
“The people in this room grew up in a time when there was a clear difference between the real world and the digital world,” said Web consultant Michael Foster.
“But it has become more transparent, and the lines are blurring.”
Foster, along with local technology experts Jonathan Henson and Keven Elliff, spoke as part of a Main Street Merchant Breakfast at the Public House downtown, addressing content, technology and marketing aspects of developing an online presence.
Foster said those who have grown up during the digital age do not always differentiate between the online environment and the “real” world, and expect consistency between the two.
As a result, a local business not only needs to develop a website, it also must adequately portray its mission and the personality of the business, he said.
“Before you build a Web site, you need to determine how people feel when they come into your shop.” Foster said. “And you need to be able to develop that feeling online.”
And while the first business websites were often ugly and clunky, such sacrifices are no longer necessary.
“With the number of graphics tools and art resources available today, there is no excuse for crappy design,” Elliff said.
Foster said that a business logo sets the stage for everything, as each business needs a symbol that portrays its function in the simplest possible way.
These logos need to be flexible, to be reproduced as everything from billboard size to a few square centimeters.
And in the smaller form it needs to provoke action.
“When someone sees your logo on a Web page, you need to make them want to click on it,” Foster said.
Trademarked material aside, everything online is in the public domain.
“Don’t be afraid to borrow or steal if you see something you like on another page,” he said.
“You can mimic something at first and use it to develop your own brand.”
Those developing a website should choose a reliable service provider and make sure they own their own domains, Henson said.
Like any other service, customers who are looking to save money often pay more to recover their mistakes.
In this arena, companies who don’t own their domains will lose control of their sites.
“You need to develop a system where you have absolute control over what is posted online, and you have the ability to change it as often as you want,” Henson said.
Henson said the Internet is not really a “green” environment, since it requires a tremendous amount of power to run servers and exchange information.
He said users can’t control energy use by changing content but suggests choosing service providers who have proven records in energy conservation.
With all the tools available and a variety of technology solutions, businesses have no limits when it comes to developing their online world as long as they can afford them.
“We are living in an age of empowerment,” Elliff said. “The answer to any technology question is ‘yes, you can.’ But the question is whether you should.”
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Jefferson County Reporter Charlie Bermant can be reached at 360-385-2335 or at charlie.bermant@peninsuladailynews.com.
