Technology enables us to change, and forces us to change. The emergence
of the Internet is undoubtedly one of the most exciting developments of
this century. Businesses which take advantage of this powerful new
medium will enjoy a significant competitive edge in the years to come.
20/20 Technologies has an aggressive and focused plan for
establishing a profitable business presence on the Internet and the
World Wide Web. This document outlines the major components of our
NOTE: Some of the
terms in this document are hyperlinks. For a
definition, just click on it.
Establish A Web Site for Your Business
Establishing a business site on the World Wide Web is the cornerstone of
any successful Internet marketing project. Two features which make the
Web powerful business tool are graphics support, and interactive
capability through the use of hyperlinks and
A good Web site should contain your existing promotional material, but
it should also include additional information which would normally be
considered excessive if used in traditional media. Because hyperlinks allow the layering of information into levels of detail, a Web site can provide a large amount of information without appearing "cluttered". This means that any information which migh
t be of possible interest to a customer should be offered.
A good Web site should be interactive. 20/20 Technologies uses
the Web's interactive capabilities to provide features such as
categorized on-line catalogs, electronic order forms, definition of
terms, and information layering. If a customer needs
more detail or wants to place an order, it's just a mouse-click away.
A good Web site should also contain interesting and colorful graphics to
catch the reader's eye. These typically consist of company logos,
photos of products, business locations, owners, etc. The best images
look professional, yet are small enough in size so as to avoid
unnecessary delays while they are being sent to the user's terminal.
20/20 Technologies specializes in creating attractive and compact
Hits, Hits, Hits
The object of our efforts is to increase the number of hits on your home
page. A hit is a single access of your Web site--a potential
customer accessing information. The easier it is for an Internet user
to find your Web page, the more exposure your page will get. You will
receive a monthly total of the number of hits on your site, enabling you
to benchmark the growth of your Internet presence.
Make Your Web Site Visible
The first step in generating activity at your Web site is making your
home page accessible to users of the Internet. There is no single
database which catalogs all the pages on the World Wide Web. Different
users become familiar with different ways of locating and accessing
information. 20/20 Technologies uses several methods to make
your Web site visible. The primary method is to submit your home page
to all available searching and indexing resources. We have compiled a
list of these resources, and are always on the lookout for new ones when
they become available.
Newcomers as well as experts rely heavily on subject trees, which
are lists of Web pages indexed by topic for easy browsing, much like the
Yellow Pages. There are dozens of popular subject trees, and they all
allow listings to anybody who takes the time to submit the information.
Another powerful tool for finding information is called a search
engine, which retrieves lists of Web pages that match user-supplied
search criteria. For example, to learn about tents, just enter the
keyword tent, and the search engine will supply you with a list of
Web pages with references to tents. Like the subject trees, search
engines allow submissions.
20/20 Technologies will submit your new account to all popular
search engines and subject trees, firmly establishing your initial
visibility on the Internet.
Use A Hook Page
Another major element of our strategy is the creation of what we like to
call the hook page. The contents of this page should be related
to your business, provide useful information, and be non-commercial.
Somewhere in the hook page will be a convenient hyperlink to your home
page. Your home page, in turn, will also be linked to the hook page.
For example: if your business sells camping tents, you might make a
hook page called A Primer On Camping. This page will attract
camping enthusiasts, who in turn are likely to visit your home page (via
the link to it) and see what you have to offer.
The hook page serves three functions:
- it attracts people surfing the Internet,
- it provides a way to promote your Web site in areas of the Internet that do not condone commercial advertising, and
- it gives people a reason to come back to your Web site.
A hook page can be virtually anything, as long as it doesn't violate copyright law. Here are some examples of hook pages:
In addition to your home page, the hook page will be also be submitted to the various subject trees and search engines. There will be more than one way for people to enter your site.
- A list of resources on the Internet pertaining to a certain topic.
- A Cool Sites on the Web or What's New on the Web page.
- A document which might be read by a certain group. E.g., A Primer on Camping.
- A game or puzzle page. It might relate to your business, or it might be just for fun.
- A comprehensive list of just about anything.
- A picture gallery.
Change Your Web Site Often
If your Web site is changing on a weekly or monthly basis, people are more likely to come back. Features like Fun Site of the Week can make people bookmark your page, which allows them to easily return later.
If you have an online catalog, consider featuring one product every week in a special section. For example, an online bookstore could have the Book of the Month page, where a book is given a more complete treatment than the catalog listing.
The Internet is a distributed network, which means that no single
computer or administrator is in control of all the information. The
behavior of Internet users would go widely unchecked were it not for
self-adopted policies on what is unacceptable behavior. These policies,
collectively known as netiquette, serve to discourage violations
ranging from childish pranks to massive drains of Internet resources.
Out of respect for the Internet--as well as common sense--20/20
Technologies does not endorse or employ any method of advertising
that violates this concept of network etiquette.
UseNet is the Internet's discussion forum.
It's divided into newsgroups,
which are the various topics of discussion. There are over 5000 topics,
with much overlap in contents.
It is read by millions of Internet users.
Messages on UseNet traverse the world in a day or two, are free to post,
and reach a specific reading audience. For these reasons, it's a good
way to advertise a Web site. However, many newsgroups specifically say
in the charter that they are not for advertising, lest they be flooded
by unwanted solicitations.
This is another case where the hook comes in handy. Although you
can't advertise your service directly, you can provide people with the
address of your hook page(s)--which will, in turn, lead them to your
home page. This is because the hook page itself is non-commercial,
therefore netiquette is not violated.
A mailing list is similar to a UseNet group, but the messages are
relayed by private email. Mailing lists tend to be of a more specific
nature than UseNet, often related to particular business niches.
Participants may send messages to all members of the list, and for most
lists advertising a relevant Web site is encouraged.
A trade-off link, or reciprocal link, is an arrangement made between
two Web sites. They
agree to link to each other in order to increase the number of hits for
each site. In order for this to work, the two sites should be of
somewhat related content, and yet they should not be in direct
competition. For example, a company selling hair products could have a
trade-off link with a company selling makeup. Both Web sites receive an
increased activity, since each side gets additional hits via the new
link to their site.
Upon request, 20/20 Technologies will research related pages on
the Internet in an effort to establish effective trade-off links.
Web Promotion in Conventional Advertising
20/20 Technologies suggests that its clients put their World Wide
Web address, as well as their email address, on all appropriate
promotional materials. This includes business cards, display
advertisements, and even your letterhead. This will not only increase
the hits to your home page, but also project to your customers the image
of being a progressive company utilizing the latest technologies.
Maintaining Your Presence
Once you have established your presence on the Internet, a small amount
of maintenance will keep your page visible and interesting. 20/20
Technologies actively manages your Internet presence in a variety of
With the help of 20/20 Technologies, your home page can become a
landmark on the information superhighway, attracting hundreds--if not
thousands--of people daily.
- Keeping abreast of the latest trends in the Internet, always looking for new resources which could apply to your business.
- Managing the parts of your Web site that change on a regular basis.
- Testing and updating the links on your page. Since sites sometimes change addresses or close down, it is important that invalid links are removed from your site.
- Pursuing trade-off links.
- Making mailing-list announcements where appropriate.
- Reposting UseNet announcements where appropriate.
- Copyright © 1995 by 20/20 Technologies