For a small non-profit organization, establishing a presence on the Web can seem to be an insurmountable technical challenge. Fortunately, there are a number of products and services available to allow even the smallest organization the ability to establish their web-presence. This article will outline some of the steps necessary and resources available for this process.

Step 1: Register your Domain name.

The right domain name, or URL, can make the difference between a memorable e-commerce identity and a forgettable one.

Keep these tips in mind before you choose.

Make it memorable and keep it short. "Amazon.com" is much catchier than "booksonlinethatyoucanbuy.com". The best domain names are those that customers can remember and type into their browsers after seeing or hearing them only once. Complicated strings of words like "onlinecdstore.com" don't work as well as a simple phrase: "cdnow.com."

Once you have decided on your domain name, you need to register it with a domain name "registrar." Lets-Host.com is a leading domain name registrar. You can search for an available name and register it with Lets-Host by going to www.lets-host.com. Once there, you simply enter the Web address you've chosen in the designated box, and click "Check!" In mere seconds, you will know if the name you want is available. Registering a name costs as little as €8 per annum.

Step 2: Create Your Site.

Once you have registered your domain name, the next step is to create your site. While many organizations have turned to professional designers, there are a number of out-of-the-box software tools available to help you initially - some are even free of charge and available online. There are some things to consider, no matter what software you are using.

Begin by carefully examining your own favorite sites. Creatively adapting the most compelling marketing and design techniques will enhance your site's effectiveness.

Your home page is your site's-and your business's-online front door. It is essential that it makes a good first impression on visitors. To ensure this, one should display the organization's name, logo, and slogan prominently. Showcase your brand identity to the fullest possible extent. Include a link to an "About the Organization" page for customers to learn quickly who you are and what your group offers.

Offer a site menu that lists the basic subsections of your site. Keep this menu in the same place on every page for easy navigation. Frequently update a "What's New" section for news, announcements, and promotions. This encourages frequent return visits. Provide contact information. Do not make it difficult for visitors to find a phone number, e-mail address, mailing address, and fax number.  And finally, include your privacy statement, which clearly describes your policy for protecting your visitors' personal information.

Step 3: Test Your Site.

It is important to test your pages to ensure that they are not overburdened with graphics that slow load times.  Minimize the size of your images whenever possible. According to the Boston Consulting Group in American Demographics, nearly half of online shoppers surveyed said they left sites when pages took too long to download. Zona Research estimates that most Web pages take anywhere from 3 to 11 seconds to load, depending on the user's modem and Internet connection.

Step 4: Host Your Site.

Once the site has been designed and tested to your satisfaction, the next step is to determine the manner in which you will host the site. There are two options: you can host it on an internal Web-server, or you can out-source the hosting operation. 

The advantages of out-sourcing your hosting operation is that your organization does not have to pay the infrastructure costs associated with keeping a Web-site operating around the clock. The following companies all provide this service: Critical Path, FirstWorld, Interland, Earthlink, Interliant, MindSpring, NaviSite, PSINet, RackSpace and Verio.

Step 5: Secure Your Site.

If you want to offer to your visitors the possibility of online payments, you MUST make your site secure.  For more information about collecting donations on-line, the ePhilanthropy Foundation (http://www.ephilanthropy.org) has a host of resources on the subject.

Step 6: Reap the Benefits.

Once your site has been designed, tested, and secured, I am confident that you will find that the rewards, both in terms of increased visibility for your organization, and better communication with your organization's constituents, far outweigh the costs associated with building it.