Any independent specialty coffee or tea retailer would be remiss in underestimating the power of the World Wide Web. Hundreds of thousands of computers are still sold every day to people looking to access the infinite amount of information in cyberspace. Someone told me that "coffee" is one of the most frequently searched for words on the Web, and I believe it. From consumers to industry professionals, it seems anyone and everyone with an interest in coffee increasing looks to the Internet for resources and information.

The New Marketing
Not that long ago, designing a Web Site seemed like an impossible task that could only be accomplished by the select and elite few who understood html code. My Oregon-based coffee business consulting firm's first Web Site was a three-page, black-and-white 'masterpiece' that cost an enormous amount of money to get online. Because of my ignorance, we did not purchase our own domain name (URL), but had the site attached to our Web developer's URL. The site was never released to any search engines, and I'm not sure anyone ever found it.

Today, less than a decade after we built our first Web Site, things are very different. In these high-tech times you can hire a company to design your site or you can do it yourself with some fairly inexpensive software. If you decide to seek help, it's often wise to look for a smaller company with lower overhead than the big guys, a choice that could save you a lot of money in the long run.

If your coffee operation is small, investing in online marketing should be approached with prudence. Unless you plan to sell coffee beans, mugs and T-shirts online, use fiscal restraint and take a simple approach.
   
Securing your own URL should be number one on your online marketing to-do list. Many companies sell them, but I recommend www.networksolutions.com. Search this and other sites and find out if the URL you want is available. Prices can vary, but you shouldn't have to pay more than $35 a year. If you sign up for three years or more, the price drops considerably. You can purchase URLs with different extensions- .net, .org, .biz, and so on-but the most common and desirable extension is .com.

Choose a URL that defines your business, and if the name of your coffeehouse is available, by all means, buy it! You will then need to find an Internet Service Provider (ISP) to host your site at a cost ranging anywhere from $9.95 to $25 dollars a month. ISPs sell you access to the Internet store your Web site on their server. They also offer email and ftp access so you can easily update your site. You can choose an ISP that is based in your community or one that caters to a national clientele. Local ISPs can be found in your yellow pages or on the Internet. My company, Bellissimo, has its sites hosted by a local ISP because we like the personalized service we receive.

Building It
The two most critical factors in design for your Web Site are: make it eye-catching and make it easy to navigate. Your home page should define your business concept, promote your image and contain the most important information you want your customers to receive. You will need to update your site frequently to ensure that the information on your site is current.

Use your logo and branding prominently at the top of your home page. It's also a good idea to show pictures of the inside and outside of your coffee- or teahouse. Make sure you include a mission statement explaining your business.

In addition to designing a site that is visually appealing, make sure your home page contains your businesses nitty-gritty information, including hours of operation, phone number, location (if possible, include a map or a link to Mapquest, Yahoo! Maps, etc.), and e-mail address. If people have great things to say about your operation, an e-mail address is a good way for them to get that information to you. You can then use these e-mails on a testimonial page to show how popular your business is. Furthermore, if a customer has a question or concern about your business, they can reach you directly.

Fun and Informative
If you offer live entertainment at your coffee- or teahouse, create a 'calendar of events page' to show who will be playing and when, and then briefly describe the type of music your customers can expect to hear. If you are going to charge a cover, list the amount. Similarly, if your business houses a gallery or features rotating work by local artists, create a page that lists the schedule of shows as well as images of their work, if possible.

Another great idea is to create a page called "Our Baristi." Include short bios and photos of your employees. This is fun for both your employees and your customers.

You should devote an entire page to your menu so readers know what you have to offer. You might also want to include informational pages to educate your customers. For example, you could create a "History of Coffee" or "Proper Home Coffee Preparation" page. These pages let your readers know you care about coffee and value your customers.

Marketing to Your Area
You may only use your Web Site to market your business to a specific town or metro area. Realize there may be no need for someone in Detroit to find out about your coffee operation if your business is in Tucson, Arizona. When you develop your site, you will need to include a title, key words and a description in the header area of your home page. Your title and description should tell people who you are and your key words should narrow down the specifics of your business. For example, if your coffeehouse is in Tucson you should include the key word "Tucson coffeehouse," so people looking for a coffeehouse in your area can find you.

Once Built You're Not Done
Now that your site is live on the Web, you will need to do all you can to make sure people can find it. One of the best ways to do this is by submitting your site to popular search engines--Google, America Online, Yahoo, etc.--so people can find you.

You'll need to keep your Web Site fresh, which doesn't mean changing your template and design, but rather, that you update your calendars and menu so it remains current and interesting. Updating your site can be as simple as announcing your Christmas special or the arrival of a shipment of extraordinary ceramic mugs from Italy. The next month you could announce the special coffee from Papua New Guinea that just arrived at your store.

Today, the Internet is a tool with far-reaching possibilities. It is an inexpensive way to market your operation and find new customers as well as keeping loyal ones. A medium that grows more powerful each day, month and year like the Internet can help your business in immeasurable ways. If you don't already have a Web Site, create one, because your smart competition will for sure.