Web site development is no longer the exclusive domain of the technically talented. Indeed, establishing an on-line presence is literally becoming easier by the day. Most web hosting services provide basic templates and instructions to help you build a simple web site quickly.

If you prefer to create something more powerful and dynamic, you can choose from a myriad of new web page software options. Today's Windows based software packages are more intuitive and user friendly than their cryptic predecessors. The primitive development technique of creating web sites from individual HTML (Hypertext Markup Language) files is rapidly giving way to a more robust and flexible methodology.

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Complex HTML programming tasks are now accomplished behind the scenes, allowing users to deal with a more intuitive and user-friendly interface. Standard Windows tool bars and drop down menus allow even the most technically challenged entrepreneurs to create professional looking web pages with relative ease.

Ready made templates and wizards allow modest web sites to be created quickly and easily. Links, navigation buttons and site maps can all be added to your web site with a few mouse clicks and without prior programming training. The current front-runners in web development software are Microsoft's Front Page, MacroMedia's Dreamweaver, and Claris' Home Page. All are reasonably priced and all are powerful and user friendly.

For help in learning to use the latest versions of web development software, look in the yellow pages under computer software training. There are numerous classes offered by universities, community colleges and software-training companies that will get you started. Many of these courses are also now available on-line.

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Of course, you may also choose to have a web site developed professionally. Prices for basic web sites vary considerably. Expect to pay between $300 and $500 for a very basic site. Site developers can be found in the yellow pages under Internet services, or on the Internet itself. Most hosting services also provide a listing of qualified web site developers. Many hosting services will also provide assistance - either free of charge or at a nominal cost. Be aware, however, that a complex site will cost much more to develop. It pays to develop your own programming skills - and it is not that difficult to master. Mostly it requires practice and a lot of patience.

If you choose to use the services of a professional developer, be sure to ask to see several examples of the developers work before you make any commitments. Get on the web and go into a couple of sites they have created. Navigate through the sites to ensure that the developer has an ability to create an enticing presentation and a user-friendly layout. A well-designed site will flow well and encourage visitors to spend time at your site.

To attract repeat visits, a site must hold the promise of useful information, products, opportunities or interactions. Put yourself in the shoes of your target audience as you design your site. Identify the things that will appeal most strongly to this audience and then build those things into your site.

Software developers have responded positively to the demand for frequent and continuous site update capability. Static web sites are quickly becoming a thing of the past. Studies show that the most visited sites today are those which continually refresh features and information. Repeat site visits and customer loyalty ultimately depend on fresh site content and interactivity.

If you are providing information, make sure it is accessible, relevant and timely. Products should be positioned to highlight their benefit to prospective customers. The idea is to create value for visitors. Unattractive, self serving sites will attract few visitors and produce even fewer customers.

Sophisticated site monitoring software has been developed which allows web site owners to track activity at their sites. At a minimum, these software tools will allow you to determine how many "hits" or visits your site receives each day. The more powerful (and expensive) packages provide much more extensive and potentially valuable information. This information can provide data not only on the quantity of visits your site receives but also on the quality of those visits. Current information capabilities include:

As the World-Wide-Web evolves, demographic information will become available on individuals visiting your site. It is not difficult to comprehend the enormous implications of real-time marketing data of this type. Demands, expectations and preferences of visitors can be extrapolated from their trail of activity as they work their way through your site. In the aggregate this information will provide immediate feedback about what is working and what is not working. If properly interpreted, this information will allow you to calibrate your web site on a continuous basis to optimize results.

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