It’s A Web World Out There
For any business, small or large, these are the days of the Web. Even
if you don’t actually do business through the Web, it’s important to be
visible on the Web. Potential customers will go to the Internet to
learn about your services, sometimes searching for exactly what you
provide. If they can’t find you there, they’ll find your competitors instead.
Establishing a Web presence isn’t complicated or costly, but there are
some basic things you need to do. The most basic of all is finding
a service provider to support your site, a provider that’s known as a
Web host.
It’s possible to host a Web site on your own hardware, assuming you
have the technical know how. However, it’s usually easier to arrange
for hosting with a third-party service provider. Web hosting is a very
competitive business, and there are thousands of companies to choose
from. Hosting plans vary in terms of scale, security and features
delivered, but in general, you get what you pay for.
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Hosting contracts are not lifetime commitments, and you don’t need to
keep your site at the same host forever. There may come a time when
you want to get more storage space, or better service or find ways
to reduce costs. Web sites are “portable” in that you can move them
whenever you like. However, there is some effort involved in relocating
a site, so you need to understand what’s involved and be sure that
moving to a new host is justified. The trickiest part in relocation can
be moving your domain name – that’s a task that’s separate from
moving the site itself.
Understanding the Domain Name System
The Domain Name System (DNS) is the Web’s master address book.
On the Web, computers are identified to each other with numerical
codes called IP (Internet Protocol) addresses. Humans need a
friendlier kind of address, so we use Universal Resource Locators
(URLs), which traditionally begin with www and end with some kind
of suffix that identifies the kind of entity involved. That’s the familiar
.com for a commercial enterprise, or .gov for a government or .org for
a non-profit organization. When you register a domain, the Registrar
associates your domain’s URL with a particular IP number: this is your
"DNS entry".
Domain names are stored in more than one place. Internet Service
Providers have their own local cache of DNS records, to give their
customers faster access to the sites listed. That’s good from a
performance point of view, but the downside is that the accuracy
of the ISP’s list is dependent on how frequently the provider opts
to update it from the master DNS servers. This distributed DNS
environment also affects the experience of individual Web surfers, and
as a domain owner, you need to understand what’s going on.
If you’re bringing up a new site, your domain address may be accessible
to some people earlier than it is to others, depending on their ISP.
If you’re moving a site, some people may still be directed to the old
location, instead of the new one, depending on their ISP. These kinds
of problems are self-correcting over time, but it’s important to allow
for a transition period when you’re moving a Web site; this makes the
relocation transparent to your customers.
Step by Step
Site design aside, there are three basic steps to getting on the Web:
• Select a host and a hosting plan
• Register your domain, and open a hosting account
• Develop your site, and publish it to the host’s computer, using a
Web authoring tool or File Transfer Protocol (FTP) software
These steps don’t necessarily have to be performed in this order,
though. The odds are you’ll start paying for the hosting service as
soon as you open the account. So it may make sense to develop your
site first, by publishing it to your own hard disk. That way, you’ll have
something ready to go on Day 1. You’ll also find that some hosting
companies will handle the domain registration for free if you open a
hosting account, while other domain registrars will give you server
space for free, if you register your domain through them.
If you’re relocating an existing site, there are some additional things
to consider. You should make arrangements to transfer your domain
after you’ve got the new site up and running. That way, you’ll have
everything ready before any visitors arrive. Once you’ve published a
copy of the site to the new host, test both the old version and the new
version to be sure they’re completely in synch. When they are, initiate
the domain transfer. It will take a few days to propagate throughout
the Web, but your customers won’t notice, since the two sites will
be identical.
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Picking the Right Hosting Plan
There are many different options in Web Hosting plans. One thing to
consider is whether you need a dedicated server, or could get by with
space on a shared server. Another consideration is whether you’ll
be selling products on the Web, or simply putting up a kind of virtual
“brochure.” When looking at plan options, pay close attention to
customer service commitments; be sure there’s someone to contact
if you have technical problems.
Choosing the server type is often the first decision. A “dedicated”
server is a physically separate machine at the host’s location. With
a dedicated server, you’re getting a machine that does nothing but
support your site, and only the software you need will be installed.
Dedicated servers are generally faster and more secure, but they’re
also more expensive. With a shared server, you’re getting space on a
machine that also supports other sites, so there may be software on
the server that you don’t actually use. Shared servers are appropriate
for many situations, but they may not be right for everyone. Beyond
the server type, there are some basic variables in most hosting plans:
• Disk space, which determines how much room you’ll get on the
server; if you exceed the plan’s agreed space allocation, you’ll be
charged extra
• Data transfer, which determines how much data is “served” to the
people who visit your pages; if you have lots of pictures, or music
or video, you need a plan with a high transfer allocation
• Domain name registration, which lets people find you on the Web;
domain names expire if not renewed, and some plans may include
free domain registration for a defined time period
Beyond the basics, most hosting plans will offer additional features.
Most will include a number of email accounts that can be associated
with your domain. Most also provide some kind of “Control Panel” for
administrative access, as well as tools for helping promote your site.
Some will include licenses for third party Web design tools, or basic
applications to support things like database management.
E-Commerce applications have more stringent requirements when
it comes to security. Most providers will claim they can support
ecommerce, but it’s important to read the fine print. If you’re planning
to sell products through your site, you need a secure server that can
collect credit card information. Be sure your hosting provider has the
experience and the necessary software to support it.
In Closing
A Web site should be considered an important, if not an essential, part
of your business plan. The ability to sell through the Web can really
level the playing field, letting small businesses compete with much
larger firms. Web sites also help establish credibility, make you easier
to find and are an excellent tool for reaching a broader customer base.
Finally, your Web site can serve as the cornerstone of an ongoing
electronic marketing program, a topic which will be addressed in
another article.
For more information contact your AT&T Representative or visit us at
www.att.com/business.