Use Personal Talents to Strengthen Your Web Presence

Let's talk the good side of women, computers and the World Wide Web.

Enough with all the statistics about how women are less likely than men to go into technical fields or be computer-savvy. Here's the flip side: when they do enter the Internet business world, they bring with them some skills that online customers crave ... but don't always find.

What are those talents? Personal relationship and communication skills.

The Web is full of sites that blink, flash, shout, morph and do all sorts of cutting-edge, "cool" things. What's harder to find are online businesses that are smart about the basics: friendliness, a welcoming spirit, the personal touch -- all the ingredients of good customer service. Here's where women can take advantage of what they know.

Think about the Web sites you visit frequently and the Web stores you shop at: what about them appeals to you and keeps you coming back? Chance are they are attractive and interesting, easy to navigate, and comfortable to use. They might have an area where you can chat with other visitors or post messages on a board. They might offer free subscriptions to an e-mail newsletter with helpful tips and fun news. They might even have a place where you can meet the Web site moderator or business owner ... a place where you can learn more about the business, ask questions, offer suggestions, etc.

That's where the real power of the Internet lies: in bringing together people from around the world, and bringing them to products and information they want. Remember, the Web isn't a one-way street. But there are still too many businesses out there that treat it like one, pasting up Web sites that are nothing more than dull, impersonal, unchanging, electronic billboards with poorly written, typo-filled copy. That's not what surfers are looking for.

So as you're building your Web store or e-zine, keep that in mind. Think from your potential customers' or visitors' points of view: What are they looking for? What do they enjoy? How can you make them feel welcome? How can you create a sense of community, make your site feel like a neighborhood store or gathering place?

That brings up the most important lesson to remember: always keep your customers' needs and interests foremost. Not all of them will have the latest Web browsers and fastest computers, so keep your bells and whistles (javascripts, animation, Shockwave, Flash, etc.) to a minimum, or you'll crash some shoppers' computers, and they won't come back. They'll also want to know that a real, live person and a legitimate business stand behind the Web pages, so always prominently feature your business name, contact information, phone number and mailing address (P.O. boxes are OK if you work from home).

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