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The Internet — Who needs it?

Published article (1998)

Diving headfirst into the unchecked waters of Web site development can be a costly and unfruitful exercise without the proper planning and consideration. Kal Starkis looks at some of the issues surrounding Internet strategy.

The potential of the Internet to radically and positively change our lives is enormous. To say, however, that the Internet is poorly utilised, misunderstood and misused to the detriment of society is equally true. The point is, the Internet is what its millions of collective contributors make it. Some people reap great benefit from their labours, while others labour in vain.

Before you invest time and money into having your site developed, make sure that you are clear as to exactly why you want a Web site, and how it is going to benefit your department, business or organisation. Many people set up Web sites without any real notion of why, apart from the observation that other people are doing it.

Ask yourself the following three questions:

1. Do the people who use your service use the Internet?

You may decide that the people you deal with are typically not Internet users, in which case it’s probably pointless trying to reach them via the Web. Keep in mind though, that this situation is becoming rarer, and is very likely to change in the future. Internet usage is increasing rapidly all the time with little signs of slowing down. You may decide that it is better to begin developing a comprehensive site even before many of your target audience come on-line if you anticipate a demand in the near future.

2. How will people find out about your site?

If you are satisfied that your Web page has a potential audience, then you need to translate that potential into real ‘hits’ on your site. In other words, the site is not much good floating around in cyberspace if no one comes to visit. Look at all your traditional channels of communication with the people you would like to use your site. Can you use these channels to tell them about your site?

A good Web site designer will also be able to implement strategies to maximise the response from Internet search engines and directories.

3. Why will people want to visit your site?

It’s not good enough to stick a logo and a mission statement up on the Web, call it a home page, and expect people to come flocking. Before people will want to use your site, it will have to be one, or preferably all, of the following:

• Educational

• Employable

• Entertaining

Educational

People commonly search the Internet for information that they wish to learn about. Your site will be more attractive to visitors if they feel they can benefit from useful information within the site.

Employable

By employable, I mean that the site has certain practical features that people can make use of. For example, people could use the site to order a service or download some software. The way your site could be employed by people will very much depend on the specifics of your department or organisation.

Entertaining

If people enjoy visiting your site they’re more likely to return. An interesting layout and design can go a long way to achieving this, but be careful not to let gimmickry get in the way of your message. Good layout and design aids, rather than hinders, people in using your site.