Does every small business need a Web site? It is estimated that over 60 percent of Americans regularly shop online, representing 8 percent of all retail sales.

Having an online presence used to be a luxury. These days it's a necessity, and even "bricks and mortar" stores now realize that their businesses can't maximize profits without going online. As a result, most have become "clicks and mortar" stores, allowing their customers to choose between a virtual or physical storefront.

Your Web site can sell products or services, provide customer service or direct customers to other Web sites. This is called affiliate marketing and is very lucrative. Even if your business is not selling on the Web, your Web site can serve as an electronic brochure and a great marketing tool.

Building your Web site is an investment. There are lots of options, and it's important to decide how much you can afford to invest in creating and maintaining a Web site that will keep your customers coming back for more. Unless you are a graphic designer and know Web page design and development, it is in your best interest to outsource. There are many talented, affordable designers and content developers in Napa County.

To begin building a Web site for your business, you'll need a registered domain name, a Web hosting service, and a Web authoring software or service to design the Web site. In addition to the major corporate Internet Service Providers (ISP) check out some of our local small businesses that can help. Businesses like Net-Flow, FacilitaIT and FormaTech can help you with your Web site, set up e-commerce functions, and provide the necessary technical support.

Always put your URL (Web site address) on your letterhead, business cards, and in e-mail signatures -- wherever potential customers are likely to see it. Include your URL on all promotional items your give away.

* Use descriptive, concise text on each page of your Web site, choosing words that relate directly to your product or service

* Making the best use of search engines will direct traffic to your Web site and increase sales

* Use industry specific directory listings

* Change your content frequently and monitor the Web site for broken links

* Make sure your customers can contact you from the Web site

* Use your Web site for coupons, customer recognition programs and e-mail blasts

* Install a tracking system to measure your traffic, both for "hits" and actual users

Your Web site is an important tool for your business' sales and marketing plans. As another marketing and advertising effort, your Web site "speaks" for your business. A well-designed Web site that is easy to find by the major search engines and is user-friendly will open your business to the world.

The NVC Small Business Development Center provides low cost resources to get you started and help you out of a technological glitch. Through our partnership with SBDC TAP (Technical Assistance Program) we refer local small businesses to a business advisor that specializes in technology. For more information call the SBDC at 253-3210. or visit our Web site at napasbdc.org.