Web hosting costs continue to plummet
But web success remains elusive as ever
"The truth is that web hosting companies, web designers,
and many advisors and consultants continue to have little idea what separates
a successful website from the millions and millions of unsuccessful ones..."
You've probably noticed how many outfits are now charging as
little as $3.95 /mo for web hosting. I recently found a company in nearby
Mississauga that does it for $4.95 cdn. The bundle includes such things as
traffic analysis, hundreds of email accounts, and a number of throw-ins like
MySQL (database), free forum software, post nuke, Front Page compatibility,
etc., etc. Many hosting companies also bundle in design templates, and other
things perceived as adding value to the package.
So we've entered the age of virtually free web hosting —
further evidence that anybody can throw up a web site and become a successful
online publisher or entrepreneur.
Unfortunately it's not that easy.
(Note, for the very best way to build an
online business, go here.)
The truth is that web hosting companies, web designers, and
many advisors and consultants continue to have little idea what separates a
successful website from the millions and millions of unsuccessful ones (a
number of which have been mine.) They are quite content to feed the illusion
that putting up a website, building in fancy design, and then manipulating the
search engines will give you "GUARANTEED RESULTS!!!!".
It won't.
Yes, there are a few people out there who have gotten rich
off a one page website (at least that's what they keep telling us), but even
they haven't done it without a lot of work, and a few solid ideas. There are
also a couple hundred pro athletes in each of the major sports who make
millions of dollars without having any recognizable skills other than being
able to hit golf balls or throw down dunks. But my chances (and yours, I
suspect) of becoming one of them are ZERO.
So what does separate the successful website from
the unsuccessful one?
I'm tempted to say it's CONTENT. Just create lots of good
stuff that people want to read, listen to, or view, and you'll have a
successful site. But it's not that simple either.
"Talk" sites (guys like jeffrense.com) pull down some of the
heaviest traffic numbers on the web. But they are constantly teetering on the
verge of collapse because it is difficult to convert that kind of traffic into
cash. Amazon.com has long been the model for online sales, but has rarely (if
ever) turned a profit. In its day Netscape was the ultimate online success
story, but after Microsoft systematically dismantled its competitive
advantage, Netscape was history.
Building a successful website is like building a successful
business anywhere. It takes work, dedication, focus, imagination, commitment,
and luck.
For prospective website owners and online marketers, the
best two "gotta have" commodities are FOCUS and CONTENT. By "focus" I
mean developing a sound idea, and sticking to it. By "content" I mean ideas,
products, and information that people are interested in. Without both of these
the only way your site will be successful online is if you're very lucky.
The best "blueprint" I've found for this "focused content"
approach is the one provided by Ken Evoy of Sitesell.com.
If you'd like to move beyond the confusion and despair of the "get rich quick"
web mentality, I suggest you have a look. Evoy emphasizes careful analysis and
preparation, and his Site Build It! package has a
really incredible suite of tools to help you research, build and promote your
online business.
It will still take work — and lots of it — but at least
you'll be heading in the right direction.
Richard J. Hendershot,
www.small-business-online.com
This article is called "Web hosting costs continue to
plummet".
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