Start Selling Online--Even if You've Never Built a Website Before

by Mike Matera

Looking to set up your own Web store? You're going to need a Web site. In this article, copy writer and Webmaster Mike Matera helps you explore your options.

There are two basic approaches to building your own Web site. The traditional method is to create your site offline, using such Web-authoring software as Dreamweaver, Frontpage, or Netobjects Fusion (you could also use nothing more than a text editor to create your Web pages--if you really want to do this the hard way). You then upload those pages to your Web host when they're ready. In contrast, the newer approach is to use an online site builder that your Web host provides, a feature that's typically free with many hosting plans.

The Traditional Approach
Do you know HTML? If not, your best bet for creating pages offline may be a program called Netobjects Fusion. It's very easy to use, treating page layout and site management as would a desktop publishing program--instead of requiring you to know HTML. Fusion used to cost hundreds of dollars, but earlier versions of it are often given away for free by computer magazines (check out the ones with CDs attached to them). You can also get a free copy of Netobjects if you sign up for Web hosting at Netfirms or 1and1. Even if you buy the program new, however, it isn't very expensive, and you get much more than you'd expect.

Other worthwhile programs to consider are Dreamweaver, Frontpage, Expression Web, Namo Web Editor, and Coffeecup HTML Editor. The latter two can be downloaded as shareware, but you'll need to know HTML in order to use them.

A solid, easy-to-use, and versatile program is Frontpage, which you may already have (go ahead and check your hard disk; I'll wait). It lets you work either visually or with HTML, saving any changes you make regardless of how you made them (either in the HTML view or in "normal" view). You can turn Word documents into Web pages, and repurpose any other Office files for your site while you're at it. It also saves you the trouble of programming such things as hit counters, guest books, form mail, or site search engines, thanks to the nearly ubiquitous Frontpage Server Extensions (most Web host providers, even free ones, support FP Extensions). Finally, it's a snap to publish with, as long as you use those aforementioned server extensions.

The Newer Way to Build a Web Site
The other method for site creation is to get a Web hosting account that has an online site builder. Among the least expensive providers are Yahoo!, Netfirms, Hostbaby, Tripod and Bizhosting. The latter is especially good for selling merchandise. With some of those named providers, you can get a free account that puts ad banners on your pages, and if you like the service, you can upgrade to have those banners removed (Tripod's cheapest banner-free account is $5.00/month, and comes with a lot of useful features).

The big downside to building your site online, however, is that if your site ever gets erased accidentally, or you want to move it to another host, you won't have a backup copy on your hard disc. That's especially bad if you put a lot of work into your pages. On the plus side, however, you can work on your site wherever you have an Internet connection. All your files are up on the server, and you need no special software to update them. In any case, nearly all host providers that offer online site builders also let you upload sites you've created offline.

Alternately, you can use a program like Frontpage’s Site Import feature to download all your site’s files to your desktop for republishing elsewhere--or you can sign up with a host that offers a site mover--so you don't necessarily have to choose one method over the other when you sign up for hosting.

Image Is Everything
No matter which option you choose for creating your Web pages, you may need a separate image editing program to prepare pictures for your site. People want to see nice, colorful photographs when they're contemplating an online purchase. Some Web authoring software, such as Frontpage and Namo Web Editor, comes with its own image editor. You may also already have a graphics program on your computer, particularly if you installed a scanner or digital camera. At the least, you'll need something that will allow you to crop and resize photographs. Such programs as Paint Shop Pro, Adobe Photoshop Elements, Adobe Photodeluxe--even very low-cost shareware, such as Irfanview--should meet most of your imaging needs.

My Kingdom for a Shopping Cart
In the old days, when you wanted to sell online, you needed to hire a programmer to create a shopping cart for you on your site's server. And that meant you needed secure hosting, which was expensive. Nowadays, you can get pre-built online shopping carts with your Web hosting or your merchant account. Check out Yahoo! Ecommerce, Paypal, Ebay, and others. You'll want to note that software such as Netobjects, Microsoft Expression Web, and Namo Web Editor comes equipped with e-commerice add-ons that make putting a shopping cart together as easy as, well, shopping.

A key thing about Bizhosting and other e-commerce enabled services, like Bigstep and Infinet Global, is that they offer features specifically geared toward online selling, such as the above-cited merchant account, as well as an online product catalog. You really need to accept online payments if you want to sell products via a Web site, and those companies can ease you into that.

The Least Expensive Option
Do you have a PayPal account? If so, all you need to do is set up an attractive Web site as a "front-end", which is a set of pages that touts your products, then link those pages to your free PayPal shopping cart. Alternately, you can use PayPal’s Buy Now buttons on your site; customers click on those buttons when they’re ready to order, and are taken to a page where they can pay you via credit card or or their own PayPal accounts In either case, you would need to create your payment pages from within your PayPal account, then link them to your site’s merchandise pages.

You can use a free Web host for your "front-end" site. For that, you may want to check with your ISP; many, such as AOL and Earthlink, offer basic hosting space (free of ad banners) to their customers at no additional charge.

Whatever method you choose, you can build your site online or off, and whisk buyers to your PayPal pages when they're ready to part with some greenbacks.

Feeling Stuck?
Although creating Web sites can be both fun and rewarding, it's not always easy. Sometimes, your pages will look great in one browser or monitor, and simply wretched in another. Other times, you'll want to create a certain effect or add a particular feature, only to find that you're stumped as to how. Finally, things often can and do go wrong--and you may not find an immediate solution.

Where can you go for help? Here are some of my favorite online resources for learning all about HTML and Web publishing:

• Sitepoint: Although it’s aimed at Web professionals, Sitepoint welcomes and educates visitors of all skill levels.
• Webmonkey: Just about every subject concerning Web authoring can be found here.
• Efuse: The place to go if you're a Netobjects Fusion junkie.
• Web Pages That Suck: Learn what not to do when you design your site.

As for books, my favorite HTML guide is Liz Castro's (X)HTML for the World Wide Web. It's a "must have" for anyone who works with Web pages.

Help!
But what if you're still stuck? Does the thought of such terms as "meta tags", "doctype definition", and "chmod to 755" fill you with apprehension? Would you rather not be bothered with the icky, technical details of creating and/or running your own Web site?

Your first option is to find a friend, relative, or acquaintance who can give you guidance. However, if you must hire someone to create your site, you'll really need to do some shopping. Not everyone who calls him or herself an expert really is. And prices for services vary widely, so compare judiciously.

Inspiration!
Find sites that resemble what you want yours to look like. Really hunt around and try to come up with at least five you truly adore. Then, contact those site owners and ask them how they had their sites created. If they used a designer, ask them whether they're satisfied with the work they got--at the price they paid.

If you do hire someone to create your site, you need to know the answers to these important questions:

• Will you revise my site until I'm happy with it?
• Does your fee include the hosting and/or maintenance of my site? If not, how much extra will I pay for those things?
• Can you set up scripts for interactive site elements, such as a chat board, guest book, search engine, shopping cart, or form mailer? (many designers do not handle programming issues)

Additionally, if you don't like to write, or you're afraid that your writing won't look professional, ask your Webmaster whether he or she will provide content (or copyedit your writing). Many sites are nicely designed yet so riddled with spelling and grammatical errors that visitors are turned away in disgust (okay--maybe that's a tad extreme, but it could happen).

In any case, bad writing can make your site look cheesy, so make sure you get someone with good verbal skills to look over your work. Heck, your long-lost 8th grade English teacher would probably appreciate hearing from you after all these years.

Hangin' Out Your Shingle
Whether you're cleaning out your attic--or you're a sensitive artist selling equally-sensitive masterpieces--creating an online store need not be an intimidating experience. And even if you never quit your day job, the tax breaks alone may be worth turning your hobby into a bona fide e-business.

-- Mike Matera

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