1. Types of Web Sites With a well thought-out strategy and realistic expectations, a business or organization can have a highly successful Web site created for them. The Web is a new medium with new rules, and in order to achieve an effective presence, one must be aware of the various types of Web sites and the roles that they can play. Web sites can be divided into four main categories:

2. Web Advertisements Advertisement-style Web sites are characteristically one or two pages long and are a carryover of traditional methods of print advertising. This method of advertising, while very effective in high- distribution print publications, has not carried over very well to the Web. In most cases, businesses should opt for a virtual storefront-type model.

3. The Virtual Storefront An Internet storefront acts as an online brochure, and is the most common type of Web site for small-sized and medium-sized businesses. It can provide information about your organization, the services it provides, its history and philosophy, and provides a resource for people interested in doing business with you. The role of this type of Web site is as an indirect marketing tool. Visitors to your Web site who would benefit from it are potential clients who wish to learn more before doing business with you, and existing clients who will "drop in" to learn the latest about your business or services.

4. The Information Resource The more times a potential client visits your Web site, the more likely they will be to do business with you in the future. The best way to keep potential clients coming back - and to provide an added service for your existing clients - is to make your Web site an information resource. As well, this type of Web site enables your business to showcase its expertise and gain respect for being knowledgeable in your business or profession.

5. The Information Resource Examples of information resources include: A Frequently Asked Question section A guide to the industry and consumer decision-making A guide to standards on products and equipment A well-maintained link page to other information resources An in-depth customer support section A regular newsletter Resources such as these will increase the value of your Web site and raise the profile of your organization.