The Internet has created a revolution with e-commerce.

It is estimated that more than 53 percent of Americans regularly shop online, representing 6 percent of all retail sales.

These days, a Web site is a necessity, and even "bricks and mortar" stores realize their business can't maximize profits without an online presence. Most have become "clicks and mortar" stores, allowing 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 known as affiliate marketing and is a very lucrative business model.

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 of time and money. A wide variety of options are available, 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 have a good knowledge of Web page design and development, you should outsource. Plus, there are many talented, affordable designers and content developers in Santa Cruz County.

To begin building a Web site for your business, you will 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, check out some of our local ISPs such as Cruzio, got.net, Redshift and Cruzers. These local, small businesses can help you with your Web site, set up e-commerce functions and provide the necessary technical support.

Always put your Web site address on your letterhead, business cards and in e-mail signatures — wherever potential customers are likely to see it. If your employees wear uniforms, put your URL on them so every one of your customers sees a walking advertisement for your Web site. Include your URL on all promotional items you give away.

• Use descriptive, concise text on each page of your Web site, choosing words that relate directly to your product, service or industry.
• Have distinct titles on each page of your Web site, and use your keywords in the titles.
• Search engine optimization will direct traffic to your Web site and increase sales.
• Use industry-specific directory listings.
• Change your content frequently and maintain the Web site for broken links.
• Make sure your customers can contact your 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 sales and marketing plans for your business. As in all your other marketing and advertising efforts, your Web site speaks for your business. A well-designed Web site that is easy to find by the major search engines and is easy to use will open your business to the world. Indeed, it is the lowest cost-per impression marketing and advertising tool that you have.

For free assistance with your small business, call the Central Coast Small Business Development Center at 479-6136 or go to our Web site at www.centralcoastsbdc.org.

Teresa Thomae is director of the Small Business Development Center at Cabrillo College. E-mail questions for future columns to sbdc@cabrillo.edu.