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Web of Intrigue / Q+A on Hosting

25 November 2005

A successful website is all about stickiness, says Lawrence Jones, Managing Director of Manchester-based Internet Service Provider UKFast.

"If a site keeps your attention and caters for your needs, you'll stay and keep coming back. This is called stickiness. Functionality of a website is all about choices. Give the customer what they are looking for. Dynamic search systems and drop down menus make navigation easier. In e-commerce (the most competitive of web sectors) consumers won't stay if you don't measure up."

Jones says websites need to be dynamic and responsive to users. If you are planning to constantly add and update, then you need a customized content management system (CMS). This is a tool designed for the lay man, which lets you update and manage your site with limited technical knowledge.

An example is rugby club, Sale Sharks, which began the 2003 season with a completely new website, managed by a brand new CNS. Daily news updates, results and team sheets combine with an online shop and ticket sales to create a vibrant online community. Hits soon increased by 4,500 per cent.

Obviously, there's a cost. But you have to speculate to accumulate, says Jones: "Are you willing to accept the initial outlay for a return on investment that, done professionally, exceeds any other form of marketing?

"Companies need to host on a reliable network, that keeps their online presence active and fast. And they really need to do it soon - why postpone an increase in profits? It seems crazy for any business not to secure their online future right now."

Q & A on hosting

Who's hosting your online party?

How dies your business fare online? Are you leading the field or trailing behind the pack? Lawrence Jones, managing director of Manchester-based UKFast, the Internet Service Providers Association's Best Hosting Provider 2005, tells us how quality hosting can transform you online presence.

What is web hosting?

A host places what you want on the web. Just like a shop need premises, an online business needs virtual space.

Why do businesses need a host?

The Internet is the world's youngest and fastest growing industry. It allows you to reach a wider audience. To compete in this environment, a business needs an impressive and informative website looked after by a fast and reliable host. Too many businesses still believe their website is a secondary asset and they settle for cheap, shared hosting.

Shared hosting?

Hundreds, often thousands of companies are placed in the same server. By sharing the server, you reduce your costs. But there are costly downsides. Your site will get very little of the server's resources, so it will slow down or even stop during busy periods. You are also reliant on your neighbours being knowledgeable and vigilant. If another site causes the server to be blocked or get hacked, your site will be affected by default. If your site makes £1,000 a day it takes two days to fix the problem you'll wish you had adopted a more professional approach.

What are the benefits of dedicated hosting?

Apart from having sole control of the server's memory and processing power, it is more secure, as no other company has access to your box. Also Google and other search engines take into consideration the speed of your site when calculating positions in their results.

Is it more costly?

Not if it brings you more business. A faster site will bring more customers and improve their experience. They will in turn revisit and recommend you. And a good provider will tailor costs according to your size. And once your server's ready, focus on improving the functionality of the site itself.

Download the PDF version of this article here.

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