E-Commerce Isn't Scary When You Know Your ABCs

"It's better to pay the flat rate which is more expensive but targeted," says Shaheen. Even with Google, target your search with specific terms like "NY, florist" instead of "florist."

C Is for 'Crafty Web Page'

To hire or not to hire a Web designer. That is the question every business owner faces. For those of you without friends in Web design, says Shaheen, don't take the DIY ethic quite as far when it comes to your Web page.

Though you might have an eye for design or a bachelor's degree in fine arts, the Web can be an entirely different monster, she says. "You have to understand how the eye works on screen vs. paper," says Shaheen. "It's also a combination of browsers and the technology you're using."

If you want to design the site yourself, Shaheen recommends at least hiring a consultant familiar with the Web. They're cheaper than a design firm but can still give needed guidance. Depending upon the consultant's experience, prices can range from $100 to $200 per hour.

Also, learn to sacrifice certain elements to cuts costs and time, says Shaheen. Resist the temptation to do your whole Web site using a technology called Flash, which is an animation application that might not work effectively with every type of Web browser. If you publish in the latest version of Flash, for instance, users with an older-version Web browser might be confused into thinking the Web site doesn't work.

Shaheen also recommends keeping a good balance of text and imagery on the Web site, as search engines prefer text. "It's about being user-friendly," says Werner. "The visuals are the most important thing. You have to catch the person within three seconds."

The design of your home page should have calls to action, like "Buy Now," to get viewers excited. For guidance, look at other Web sites and what makes them successful, recommends Shaheen. Look at the slideshow (above) for Shaheen's analysis of effective Web pages.

Blogs are fantastic for consultants and advisers to give ideas and talk about their expertise in a user-friendly environment, says Shaheen. But like a Web site, you have to commit to updating them consistently. Services like Google keep track of how often you make changes to your Web page or blog and will index you less if they notice inactivity, she says.

"So often I see entrepreneurs that think just putting up a Web site will make them money," says Shaheen. "It's not that easy. Like any business, [e-commerce] takes time and planning."

I've just gotten my MySpace page up and am looking at different Web page layouts. In two months, I've gone from cyber luddite to Web networking wizard and am getting three times the attention.

With so many resources, there's no excuse for no URL.