Published January 2005 --
St. Louis Small Business Monthly

Web Designing And Hosting Company Helps Small Businesses Stand Out On The Web

by Robin R. Mueller

Today a massive, growing number of customers shop by "googling." They type a few key words into the web's most popular search engine, Google, seek product and service comparisons and make "quick click" buying decisions.

So, how does your company break into the "Top 10" of those Google results? Isn't a small or medium-sized business with a website just another microscopic needle in that gargantuan haystack?

"That's why the content and design of your website is so crucial. You really need to know your target market," explains Jeffrey Florida, president of ZeroLevity, a website design and hosting company.

"Then you need to get your key word or key phrase into the address and the first lines of text to get a good search engine ranking,"

Automated search engines continually assess current and new websites via electronic "spiders." Florida explains that search engines rank sites more highly based on strong content, quality, longevity and links from related sites.

Some clients choose a domain name and write and organize their copy before calling on Florida; others don't. ZeroLevity helps both types to "zero in" on their proper message and content.

Getting a high search engine ranking is just the first battle for the customer's attention. Impatient customers "want a page to download in just three or four seconds or they click off and move down the list," Florida cautions.

Florida usually designs three- to five- page sites that quickly share company information, attractively display products and services and offer appropriate feedback and buying tools. He helps his clients to set up email auto responders and virtual secured accounts, create interactive mailing lists and install shopping cart software.

"Your website must be concise, clear and not overwhelm the user," he explains. "A smaller image size and color choice palette, and simplicity in design, all help a site download quickly. I write headline style, edit and group information in small blocks and split pages for easy navigation."

Florida also digitally photographs or re-photographs products and images, and uses PhotoShop to optimize or manipulate them into a smaller file size for ease of transmission.

Florida enjoys the artistry of graphic design and the science of website code-based on complex logarithms and mathematical equations. He designs his clients' corporate sites "from scratch" or he analyzes, edits and updates existing code to make site more accessible to more users.

"I can always spot the template and shortcut programs that designers can buy," he says. "A lot of websites look alike and don't really match a company's content or culture." He adds, however, that different industries-media, retail, sports, law, construction, etc.-have "web looks," and he researches them to help his clients compete.

"I tell potential clients that creating a 'static brochure' site is not worth it," says Florida. "The benefit of a website is customers' interaction with it, going back to discover something new."

New "flash" programs allow companies to animate their sites, while audio commercials have taken the place of basic music or sound bites.

"I encourage my clients to update and refresh portions of their website at least monthly. Some do it every two weeks. They answer questions, update calendars and show new products."

The web-server system and its back-up capacity, as well as the customers' systems and Internet providers also play a major part in how quickly and uniformly information is broadcast.

For that reason, Florida also provides his clients with a "robust" web server and back-up system-Data Center-located in downtown St. Louis, as well as hosting and maintenance support.

Florida originally studied architecture at Drury College, but changed his major to graphic design and taught himself web design in the mid-1990s.

After returning to St. Louis in 1997, Florida learned programming and hosting from his former employer. Since founding ZeroLevity in 2003, he has designed more than 50 websites, averaging at least two per month.

His clients include Supplement Supercenter, Illinois Business Journal, Urban St. Louis, Shark Fitness Training, The Lt. Robert E. Lee, St. Louis Bombers Rugby and St. Louis Lofts.

The design of a website costs from $750 to $3,000, depending on its complexity, " he says. Most clients need their website ASAP; I usually can get a first draft done within two weeks and be up within a month.

Florida usually receives and sends his clients information via email and discusses the website drafts-color, fonts, layout, etc.-on the phone. "I designed and hosted one client's site for a year before we met over dinner!" he laughs.

Florida's priority is to retain clients for the long-term. He also builds new business via their referrals and partners with DSL installers and networking companies to find new clients.

He has marketed ZeroLevity directly by mailing postcards to new businesses and startups, gathered names from local business publications and advertised in the St. Louis Small Business Monthly. My advice to a new businessperson would be to get someone involved-your spouse, a friend, a family member-from the beginning, so other people know your billing and database systems. Then you can call on them when you need them!"

Florida has called on other programmers and designers during his busy times. "I thought I'd want to hire someone within the first two years of my business, but I also want to keep my overhead low. Right now, it's ideal for me to work alone from my home-I have access through my system to my clients, web server and all the tools I need."

Obviously, based on growth and customer retention, Florida has delivered the web-based tools his clients need to grow their businesses.

"I really feel like I'm an employee of my clients. My job is to optimize and manage their online business," says Florida. "ZeroLevity is successful only if their business is successful."

Robin R. Mueller, president of Write Direction, (writedrctn@mindspring.com) writes newsletters, brochures, direct mail letters, proposals and more for diverse corporate clients.