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253Chapter 16: Tapping the Internet’s Marketing Power

This type of site requires a design that incorporates your brand look (see
Chapter 7) while delivering information that is clear and easy to access.
Costs depend on the complexity of your design, amount of content, number
of pages, and whether the site can be built using an existing template.

Support sites

Support sites provide online customer service and communication. They offer
information about product installation, usage, and troubleshooting; share
industry trends and product update news; and help customers put products
to use. Sometimes support sites include e-commerce components as well.

If you’re thinking of including support and training as a purpose of your Web
site, begin by asking yourself the following questions:

ߜ Do your customers all seem to ask the same questions? If so, a support
site could provide this information in the form of a frequently asked ques-
tions (FAQ) page. But if your customers need a wide range of informa-
tion, you may need a more customized service approach.

ߜ Do you have a great number of customers? If so, a support site is apt to
pay off. But if you have only a few big customers, the investment to build
and maintain a support and training site may not make sense.

ߜ Will your customers go to a Web site? Or will they continue to call you
directly? Unless you believe they will embrace the Web site as their con-
tact point, skip the cost of building support into your site.

ߜ Are you a reseller or a merchandiser of branded items? If so, maybe
you can simply send your customers to manufacturers’ Web sites for
support, therefore avoiding the cost of building one of your own.

ߜ Are you ready to commit to serving online customers? Web users
expect site content to be fresh and up-to-date, and they expect their
online queries to prompt immediate response.

E-commerce sites

The primary purpose of an e-commerce site is to sell goods online. Site visi-
tors can view products, make choices, place orders, and submit payment.

Building an e-commerce site is complicated because of the many features
that must be included. Customers need to learn about your products, place
orders, pay in a secure way, and submit customer information to allow deliv-
ery. Although software products assist with the task, e-commerce site cre-
ation falls outside the realm of the computer novice.

Price tags for professional creation depend on the technology and complex-
ity involved. Before venturing into the arena, study the section titled “Is
E-Commerce Right for Your Business?” later in this chapter.