I can see you smirking on the other side of this screen based on the name of this article. You probably have the same look on your face that I very often see when I use that term with prospective clientele.

So, you may be asking - what is this about? Albeit humorous sounding, this term is one that when I use it, for the most part, is to make a very serious point. Doo-Doo.com is my catch phrase for those ideas that have no sound basis for success, whose owners feel that by just getting their own dot com and throwing up a Web site - selling… er…. well….. anything, and then just sitting back and waiting for the orders or e-mail to roll in, they will soon be on the path to IPO-dom.

All at little or no cost to boot! And, more times than not, those with the Doo-Doo.com mentality are those not willing to do the due diligence and hard work necessary to make their idea one that has a chance for success. This terminology is used in lieu of the more graphic words not generally used in a professional setting. <nudge-nudge>

With this article, I will guide those new to the Internet or those new to Web site development, what some of the core basics are that you need to consider to prevent your site from becoming just another Doo-Doo.com. By reading this article and taking note of some of the points made, you will have a more realistic view of what is involved in not just having a Web site, but creating a successful effective Web site.

You think you have a great idea for a Web site? A product/service that people will want to buy? Well, let’s put up a Web site and get rich! Unfortunately, it just is not that easy. Not to say, you won’t find some unscrupulous or inexperienced “Web designer” who will lead you to believe that this process is easy, no instructions necessary, just pay your bill and the minions will come and buy whatever doo-doo you have on your Web site. This will not happen.

Understand the Web business is very competitive - mostly because our market - you - have no idea what we are talking about! This lends to those out for a quick buck, not concerned about their customers success ratio, catering to those who prefer to hear what they want to hear rather than what they need to know to be successful.

Just as with your Web site - this is marketing! Fast! Cheap! Easy! Do-it-yourself! Those terms sell. Clearly evidenced by the “get rich quick” mentality you can find all over the Internet. Terms like “hard work”, “you will have a lot to learn”, “hours of effort”, “ongoing commitment” - well, those terms just don’t sell as effectively - to some.

If I do not get hired because I make the process sound too hard, or have high expectations in regard to my client’s work ethic and level of commitment to their project, as far as I am concerned, this gives me more time to concentrate on those clients who do. See, I assume they hire me to make them succeed - not cater to what they are not willing to do in the guise of the “customer is always right” mentality even when I know they are dead wrong.

Here are some questions you need to ask to determine if your idea is one worth pursuing:

• What will my online expenses be for my Web server, ISP connection, E-Commerce application, Web site development and maintenance?
• Why will people buy this product/service from me rather than any number of Web sites online?
• Is my product/service needed/desired?
• Can I offer the product or service at a competitive price and what is that?
• Will my suppliers support my requests and potential growth/demand for the product?
• Is the quality of my product/service in line with the price I am asking?
• How much will it cost to have enough inventory to support orders while additional product is in transit?
• What are the issues to consider and the best rates/providers for a Merchant Account so that I can accept credit cards securely on my site?
• What are my policies and return procedures in regard to online ordering?
• What options will I have for shipping and what will I charge respectively?

What happens when business owners do not do their due diligence or realize after the fact that this is a business just as in the off-line world with the same responsibilities? What if they do not get all the above questions answered and a firm understanding of what will be involved before they jump online?

They end up not being successful nor do they come close to their unrealistic goals. Here are some of the reasons I have been given when clients are disappointed with their success. Believe it or not these are actual statements:

1. “We found someone who says we don’t have to do all the stuff you tell us we need to do to be successful and they have links and things.”
2. “We had no idea there was so much work and learning involved and just do not have the time right now. There must be an easier way.”
3. “I don’t have the time to learn all this stuff and I really do not want to pay you to do it for me.”
4. “I know I haven’t made any changes or added information as you suggested to my site in over a year. And, no I have not checked my stats or search engine positions. But I should still be able to generate some revenue anyway. This just is not a profitable venture.”
5. “It just didn’t take off like I expected and I’m not inclined to spend the necessary time or expense you advised is necessary.”

This does not include those (more that I can count) who in their initial consultation, their eyes glaze over as if in a trance when they starting hearing things like:

• Checking e-mail every day…. “Every daaaaaaaay?”
• Marketing your site an hour per day…. “With all the money I am paying you, don’t you do that for me?”
• Investing in adding additional information and functionality for their site…. “We have to pay you more after the site is launched? Can’t we leave it as it is for at least a year?”
• Investing in Search Engine listings, PPCs, and optimization/monitoring services…. “Why do we have to pay to do that? Aren’t they free? Aren’t we just listed forever they way we want?”
• We need to get you off AOL for your business communications so you can utilize your dot com as your e-mail identity…. “No, I won’t do that - my whole family is on AOL!”
• You will need to practice proper E-mail Etiquette to ensure you are perceived as credible, educated site owners. This includes not typing in all caps, using proper punctuation and sentence structure, checking for errors as well as editing of your e-mail replies…. “I know a bunch of people that type in all caps - what’s the big deal?!”
• I can make suggestions in regard to getting a Merchant Account so that you can accept credit cards for your products/services online…. “Can’t we just use yours?”
• Have you determined what type of software you will use for accounting purposes?…. “What accounting purposes? Don’t we just ship the orders?”
• Tell me what you have done, research-wise to come to the conclusion this would be a profitable venture?…. “No research, I just think it is a good idea - don’t you?”
• I would love to hear about your product…. “I was hoping you could help me with that. Can you suggest a business idea or something for me to sell?”
• I did a search for your product and found over 1 billion other pages cover this topic. How do you plan on standing out from the rest? “We just add meta keywords, right?”

So as you can see, there is so much more to this than slapping up even a quality Web site –this is business! After this initial meeting some go off into the sunset to later appear with a site they created themselves or by one of the individuals I mentioned earlier - yep, Doo-Doo.com. Others, those who I am proud to have as clients, realize and admit they need to hire someone who will tell them what they need to know - even if it is intimidating and their hard work is required.

Smart business people do not want watered-down sugarcoated solutions. They know that any credible, successful business venture - of any kind - requires unwavering commitment from all involved. An idea, even the greatest idea, combined with a great site cannot be successful unless many of the issues above are addressed seriously.

This includes having a product/service people want, at the right price, with a credible Web site whose owner is committed to learning what is necessary to its success. Just as in the off-line world. To just “think” it is a good idea, and not make the correct efforts in the appropriate areas just is not enough. You will then have Doo-Doo.com.

What’s the bottom line? Make a commitment to work hard, to learn, learn, learn. Don’t try to fool yourself that those that make having a Web site sound easy, those who say your Doo-Doo.com is a great idea, those who offer no training whatsoever and make it sound like the path of least resistance is the path to follow. Run away from those who may getting found sound as simple as snapping your fingers–it is proportionately the opposite!

Anyone who is truly successful on the Web (or off-line for that matter) will tell you it is not easy. They will tell you that you need to have a great-idea.com and then be prepared to feed that project what it needs from both your time and resource investments to ensure its ongoing success. They will tell you that if your personality is not conducive to change, if you are not flexible, if you don’t have the desire to acquire knowledge and feel as though you are in school every day of your life for the unforeseeable future - DON’T GET A WEB SITE!

Having a Web site is not any different than having a real business off-line in a physical location. You need to know the basics of running a business from accounting, to tax and legal issues. You need to be able to plan how your marketing program will adjust to this evolving technology both on and off-line based on data and trends; how you will adjust as well.

So, the choice is yours - do you want to have a Doo-Doo.com or your very own great idea dot com that you worked hard at, built to be successful and are proud of? The choice is yours to make - not the developer or promotion touting Fast!, Cheap!, Easy!.

I challenge you to choose to work with a consultant that will insist you work as hard as they do for you, that you continue to learn, that you keep up with the technology. I challenge you to choose the online partners that makes it clear you will have to continually invest in your project; that this is a long-term commitment. Because if you don’t, know you will be just another one of the many Doo-Doo.coms . . .

When you first get online, every site you go to is wondrous and filled with new experiences - flashing this, moving that. A virtual amusement park of sight and sound experiences. All that you see is neat and cool as you make mental notes about the most impressive flashing moving “thingamajigs” for when you get your very own Web site.

Personal “home pages” abound. Everyone has one, wants one or at the very least knows bunches-o-people who have them. Once online for awhile however, those incessantly flashing graphics quickly become passé and downright annoying after you have seen them 100’s of times. So, let’s start by differentiating between “home pages” and Web sites.

Home pages are for folks who want to show off their hobbies, share family photos with those across the country, post their resumes, have a calendar of the club and group activities they are involved in. Basically, noncommercial fun and informational. That is one of the great things about technology is the ease of access to anyone who makes even minimal efforts to get the basic knowledge. With Web page building software that literally requires no knowledge of code - anyone can post a page on the Web. That is one of the nifty things about technology - ease of access.

If you believe some of the commercials on TV even your pet dog with the click of a mouse is putting up his very own “home page”. With home pages, perception of credibility and legitimacy are simply not a concern. Your friends and family who know and love you will look at your home page and think how great it is simply because you made it.

Then, there are real Web sites. Those useful tools that entrepreneurs and businesses of every size, type and industry can use to build brand awareness, market their products and services, service current customers and attract new ones. However, you never hear anyone tell you about all those unknown pitfalls that are just waiting for you to fall into if you do not approach your Web site as you would any other form of marketing.

From business cards to brochures credibility is perceived. Admit it, we all notice when someone hands you a home made business card or brochure. Even with the best of effort and intentions they are, well, a bit cheesy. With advertising for print media most smart business owners realize they need to partner with those that have the skill and experience they do not posses to create materials that allow their business to be portrayed the way they need to be to be successful. You want to ensure you are perceived the way your business must be to build confidence and draw in those looking for your expertise to contact you.

Why is it then when it comes to a Web site, otherwise smart businesses choose the H.S. kid next door who is a “Web designer” or the software on sale at Wal-Mart to do it themselves? Because most simply do not realize all the nuances and variables that can cause even the best efforts to be perceived as unprofessional and low-end - and the cost is more attractive, little to none.

This leads to one other important factor you need to understand about any venture that exists for commercial gain. It takes money to make money - no way around it. Make your decisions based on a sales pitch or claims of “economical” or “affordable” (secret code words for cheap) and that is exactly how you will be perceived–as cheap; like it or not.

Online - perception IS reality! That statement cannot, should not, be minimized one iota. Whether you agree or disagree with other points in this article, this one has no fudge factor. To do so, to assume that one can with a software program create that cash-cow Web site you hear about so often in the media, either means you haven’t been online long or will believe anything that can convince you to not spend the necessary money to do things the right way.

Believe me, there is a entire industry online solely in existence to take advantage of what you don’t know to sell you something that will not provide the results that you would like. This lack of knowledge is also what many “Web designers” count on you to not have. If you had even a little bit more information, you most likely would not trust the majority in technology with the responsibility of your online image.

I see advertising all the time touting a software program and some free Web space so that you too can slap together a Web site in less than in 30 minutes! Don’t count on it. Whether or not you or your pocketbook likes it, a home-brewed site will look home-brewed and will produce minimal results.

Compared to traditional media - newspaper display ads, magazine, TV or cable advertising, the Web still is the most cost effective bang for the buck when done properly over any other marketing venue available to businesses and entrepreneurs. However, do not just assume some software combined with a lack of knowledge will ever compensate for:

• The fact that every version of the two most popular browsers, Microsoft IE, Mozilla and Netscape, will display the very same code create by your Web building software differently with varying degrees of effect on the layout and appearance of your site. In some cases breaking the site entirely making it unusable.Let’s not forget monitor resolutions. You can always tell when a site was designed on a 17″+ monitor when you are relegated to having to horizontally scroll back and forth just to read the site. The world is NOT on mongo monitors set at 1024 resolution! Most are on 800 x 600.And, while you are troubleshooting and taking the time to learn all this stuff - who is running your business? Professionals like myself who do online seriously literally are learning and honing our skills 10-12 hours every day - it IS our business. If you truly have a healthy growing business, do you have that much left over time to spend learning a completely new profession, keep up with the technology as it changes and still run your business effectively?
• The fact that there are those who still do not have access to fast connectivity. That nifty DSL or cable hook up you just received is a luxury. Designing with this information in mind ensures you will not loose those potential customers who will not wait for your 500K (500,000 bytes file size) logo to download to decide if they want to do business with you.
• The fact that a decent percentage of Web surfers may not have the latest version plug-in to view that nifty new moving “thingamajig” or scrolling “doohickey” you have on your site. This is where knowing your market’s user habits and demographics should contribute to the design of your site. I am always surprised when looking at the statistics of any of the 100’s of Web sites I have developed. These users are out there and in numbers that need to be taken into consideration. On the Web, just because you can doesn’t mean that you do - especially if it prevents potential customers from using your site.
• The fact that unless you have some experience in creating graphics for the online environment, combined with a good sense of color and design (Did you know there are only 216 completely Web safe colors?) your site will look like it was developed as a class project by Mrs. Crabtree’s 3rd grade. Use of color and creation of quality graphics that not only load quickly but are pleasant to the eye takes skill. If you are not good at knowing what colors go well together or you have been told at any time in your life that your clothes do not match - that’s a clue to not do your own site.
• The fact that because many sites online are not easy to use, are broken, not organized, visually pleasing or kept current raises the bar for “real” businesses to separate themselves from appearing to be part of that crowd. Look like a professional by investing in your business and potential customers assume you know what you are doing - it is called credibility.
• The fact that the type of Web server or host that you choose to store your Web site can and will effect how well your site operates and what tools you will have available to grow, market and evolve your site. Not being aware of these variables can lead to disaster for even the best Web site.
• The fact that once you launch your baby, the really, really hard work begins. There are now billions, yes, billions, of Web pages currently online. How do you really think that those interested in your product or service will find you? Because you register with Search Engines once and that will do the trick? In the year 2007, you don’t even have to register with Search Engines to get them to list you if you do things the right way and have a marketing plan.

By the way, the Search Engines are only one way of getting found–and should not be the only venue you rely on for traffic. You need to be aware of what each uses to rank your site so that you can cater to those requirements. These issues need to be considered during the development of your site for best results. If you don’t want to learn all of that and keep up with it as needed to continue to get found, you need to partner with someone who does.

Put things into perspective. Why should Search Engines be expected to list and categorize every file someone with a computer and phone line puts up on a Web server? The answer is they no longer do! There is simply too many unreliable, unwanted, uninteresting pages to list. How about listing only quality sites, that are credible that offer useful information of true value? What a concept! And, that’s how you gain rankings over time. Here again, lack of knowledge on how each Search Engine list sites as well as what you need to do to maintain optimum listings will ensure diminished results.

• The fact that how you personally are perceived from your e-mail address to your written replies will either impress those thinking of doing business with you or send them diving for the delete button. For business, no aol.com or ISP e-mail addresses. Make sure your Web server allows you to alias your ISP address and use your dot com address as your e-mail identity. That’s what I call professional!

Those who are successful in business both on and off-line know that the image they portray to prospective customers will determine the ongoing health of their enterprise. If you are perceived as cutting corners, not considering the importance of detail, using a tool such as technology incorrectly, inefficiently and haphazardly - would you do business with you? Nope.

So, what do you prefer? Having a “home page” or a real Web site? Your answer to this question, your commitment to making sure everything is in place to be as successful as you can be will determine whether potential customers contact you to do business or shrug their shoulders and hit the back button. How successful do you want to be? The choices are yours to make and will proportionately effect your outcome. Online, perception is the only reality that counts.