WEB DESIGN AND

MARKETING STRATEGIES
How to enhance your Internet presence!

Version 2.00.01.10.03

Edward B. Toupin

All trademarks mentioned throughout this publication are property of their

respective owners.
Published in 2001 by Edward B. Toupin, Las Vegas, NV, United States.
Copyright 2001, Edward B. Toupin. All rights reserved.
Manufactured in the United States of America.
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Toupin.
Contact the publisher at publish@toupin.com and the author at
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Provide your feedback at http://www.toupin.com/library/form_main.html.

Table of Contents
List of Figures.......................................................................................................................................vi
About The Author ................................................................................................................................vii
Acknowledgements ..............................................................................................................................ix
Preface ..................................................................................................................................................xi
Introduction ...........................................................................................................................................1
Marketing ...............................................................................................................................................3
Campaign............................................................................................................................................3
Promoting Your Web Site ....................................................................................................................6
Tracking Progress................................................................................................................................6
Monitoring Your Progress ................................................................................................................7
Adjusting Your Marketing.................................................................................................................7
The Product ...........................................................................................................................................9
Information Products............................................................................................................................9
Biz-2-Biz............................................................................................................................................10
Affiliate Programs ..............................................................................................................................12
The Internet..........................................................................................................................................13
Defined..............................................................................................................................................13
Composition ......................................................................................................................................14
Establishing a Presence ....................................................................................................................15
Domain Name ...................................................................................................................................16
Choosing a Domain Name.............................................................................................................16
Dot Com?......................................................................................................................................17
Registering a Domain Name..........................................................................................................17
Rules of the Road ................................................................................................................................19
E-mail................................................................................................................................................19
Usenet...............................................................................................................................................22
USENET .......................................................................................................................................23
Listservs........................................................................................................................................24
Netiquette for Mail Lists and Newsgroups ......................................................................................24
World-Wide Web ...............................................................................................................................28
Site Design...........................................................................................................................................31
Core Interaction.................................................................................................................................31
Image ................................................................................................................................................32
Adding Value.....................................................................................................................................32
Home Page ...................................................................................................................................33
Area Information............................................................................................................................34
Listing Pages.................................................................................................................................34
Information ....................................................................................................................................34
Utilities ..........................................................................................................................................35
Links .............................................................................................................................................35
Functionality ......................................................................................................................................35
Theme...............................................................................................................................................36

Promotional Content ...........................................................................................................................37

Title ...................................................................................................................................................37
Meta Tags .........................................................................................................................................38
Importance of Meta Tag Content ...................................................................................................38
Hidden Form Fields ...........................................................................................................................38
Keywords ..........................................................................................................................................39
Plural Form of Keywords ...............................................................................................................40
Repeat Important Keywords ..........................................................................................................40
Diversify Keyword Meanings..........................................................................................................40
Keyword Variations........................................................................................................................41
Keyword Combinations and Phrases .............................................................................................41
Keyword Selection.........................................................................................................................41
Developing Keyword Lists .............................................................................................................42
Keyword Stuffing ...............................................................................................................................43
Get to the Top ...................................................................................................................................44
Visible Content ....................................................................................................................................47
Making a Web Page ..........................................................................................................................48
JavaScript, Java, PERL .....................................................................................................................49
Graphics............................................................................................................................................50
Writing Style ......................................................................................................................................50
Content .........................................................................................................................................51
Scannability...................................................................................................................................52
E-Commerce ........................................................................................................................................53
Choosing a Provider ..........................................................................................................................53
Merchant Account .........................................................................................................................54
Merchant Provider .........................................................................................................................54
Order Processing ..........................................................................................................................54
Accepting Orders Online....................................................................................................................55
Plain Online Order Forms ..............................................................................................................55
Shopping Cart ...............................................................................................................................56
CGI Scripts....................................................................................................................................56
Handling Fraud..................................................................................................................................56
Monitoring Competition.......................................................................................................................59
Visit Competitors ...............................................................................................................................59
Vanity Searches ................................................................................................................................60
Group Searches ................................................................................................................................60
Marketing Plan .....................................................................................................................................61
Goals.................................................................................................................................................61
Communications................................................................................................................................63
Global................................................................................................................................................63
Content .............................................................................................................................................64
Promotion..........................................................................................................................................65
Monitor ..............................................................................................................................................66
Conventional .....................................................................................................................................66
Research...........................................................................................................................................67
Search Engines....................................................................................................................................69
Indexing ............................................................................................................................................69
Multiple Engines ................................................................................................................................70
Multiple Target Groups ..................................................................................................................70
URL Submission................................................................................................................................71

Submission Engines and Software.................................................................................................71

Reciprocal Links ............................................................................................................................72
Updating a Listing..............................................................................................................................72
Deep Submission ..............................................................................................................................72
Attractions ...........................................................................................................................................75
Scripting ............................................................................................................................................76
Other Attractions................................................................................................................................77
Promotion ............................................................................................................................................79
Spiders..............................................................................................................................................79
E-mail Marketing................................................................................................................................80
Press Releases .................................................................................................................................80
Reciprocal Linking .............................................................................................................................82
Locating Complimentary Sites .......................................................................................................82
Acquiring a Reciprocal Link ...........................................................................................................83
Posting Reciprocal Links ...............................................................................................................83
Other Avenues ..................................................................................................................................84
A1.

General Links ..........................................................................................................................88

A2.

Research Links........................................................................................................................90

A3.

Tools and Software .................................................................................................................91

A4.

Web Site Marketing Plan.........................................................................................................93

A5.

Glossary ..................................................................................................................................94

Index.....................................................................................................................................................97

List of Figures
Figure 1: Market-Specific Hub................................................................................................................11
Figure 2: Industry-Specific Hub ..............................................................................................................11
Figure 3: Simple View of the Internet......................................................................................................14
Figure 4: Simple View of the Internet......................................................................................................33

About The Author

Edward B. Toupin is a freelance consultant, writer, and published author living in Las
Vegas. He currently handles technical writing tasks for various companies in New York,
Chicago, and Denver as well as imagineers and markets feature-length and short
screenplays.
Edward provides quality Web site design, development, and marketing as well as
writing, document design and planning, and e-book publishing services. You can visit
his Web site at http://www.toupin.com or contact him at etoupin@toupin.com.

Acknowledgements
This book was developed with information from the experience of creating and
marketing numerous Web sites over the years. I want to thank all of my clients for their
feedback, patience, and successes to give me the means to provide this e-book for the
masses.

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