Web sites that work.

Some days it seems the Internet is driving everything we do as professional communicators. It has become such a pervasive and invasive tool that it often overshadows other communication tools. It can be a valuable means of communication - if we keep in mind it is only a vehicle for communication - not the driver. The same basic principles apply to a web site that apply to any other form of communication:

* What are your objectives?

* Who is the audience?

* What do you want them to do as a result of receiving information via this vehicle?

* How likely are you to get that result using this particular vehicle?

* Are you integrating this communication tool into your total communication program?

If you can obtain satisfactory answers to the above questions, a web site is the appropriate tool. If not, rethink the decision and find a communication tool that will do the job.

"Once the 'Net meets the standard communication criteria, the communicator then needs to consider how to structure the site and organize the information according to the target market," advises Bonnie J. Neubeck, president, NetProfit.com, a Minneapolis, Minn.-based Internet consulting firm.

She adds three things are especially important when managing a successful web site:

1. Keep it fresh with new material added regularly to entice people back to the site

2. Make it interactive to engage people

3. Manage your site's visibility

"Having a promotional plan for your web site is absolutely critical," she says. "Once the site is up, no one knows it is there unless you continually promote it through resources on the 'Net as well as through off-line resources."

Many companies today are taking a planned approach as they develop and maintain web sites. Even a small company can develop and support a productive web site. One example is Minneapolis-based Transition Networks, Inc. (http://www.transition.com). They do have the advantage of being in the high technology business as makers of local area network hardware and therefore are not intimidated by the technology involved. Yet, they chose to work with a technical writer who is also an expert in web site development when they revamped their site earlier this year. They took a planned, disciplined approach to redesigning the site based on experiences and lessons learned with the original site, which went up in mid-1996.

They set three goals for the new site:

1. Provide a forum to get to know their resellers better

2. Provide a forum for easily accessible product and technology training for their resellers

3. Help control collateral costs

An additional goal was to give added exposure for Transition's products to the end users of their products, network administrators and prospective resellers. Technically, the site had to be easy to access and to navigate.

"Our resellers and their customers are naturally geared to using computers to access information, making the Internet a logical site for us to use," says Cheri Beranek Podzimek, Transition's marketing director.

To meet its goals, Transition designed a web site that is multi-layered. The first layer is accessible to anyone and has several sublayers of information. The second gives access only to Transition's resellers through a password, opening access to a number of other layers with training, product and technical materials. Obtaining the password is accomplished by taking at least four of seven product knowledge tests.

"All of the training presentations also are available for downloading to the reseller's site so they can use them with potential end-customers," explains Podzimek. "Going through the training program is the only way to review the material online. This is strong incentive for the reseller to run through the tests."

The test participant gets immediate feedback about his/her responses. The testing process gives Transition an opportunity to further educate its resellers in a simple format. Upon completion of four of the seven tests, the process allows the person to request that the password be transmitted back by E-mail. Transition's webmaster verifies that the person requesting a password is a Transition reseller through their E-mail addresses.

For the non-reseller who takes the test, Transition Networks contacts the person when the E-mail is received explaining that only authorized resellers can access the special reseller site. They suggest the person call or E-mail the company where they purchase Transition equipment.

Once the reseller has access to the reseller site, additional product information is available in the form of data sheets, white papers on technology issues and a presentation in PowerPoint, all of which can be downloaded and used to market Transition's products. Resellers can access tech support and even order equipment.

"Our goal is to Save 25 percent of our printing costs by not producing as many catalogs and brochures as we did in the past - and we can keep the information more current by having it on the web site," explains Podzimek.

The site is coordinated both in content and graphics with other marketing communication tools, such as product catalogs and brochures. News releases are posted on the site for anyone to access.

"Our front page is updated weekly to draw people back and give them a reason to re-visit the site," says Podzimek. The content on the site is updated every two weeks with at least one new thing for people to read or see.

Transition is following the tenets set out by Neubeck and other Internet experts. But, not all companies follow such a realistic and practical approach.

"Many people are disappointed in the lack of interest their web sites draw," comments Neubeck. "Generally, when this happens we learn that they have worked with a designer to create a truly beautiful site graphically, or with a technical expert to create a site that is technically perfect. What they have failed to do is involve a professional communicator to help them identify their objectives, audiences and plan the site accordingly."

Neubeck concludes by reminding us that the Internet is being used today as a highly competitive marketing tool. One that she believes needs to be integrated into any company's marketing communication mix along with other communication tools.

Mary Ann McCauley, ABC, is a principal and co-founder of Ketchum Metz McCauley, Inc., Minneapolis, Minn.