If you are considering a Website or have another business, creative or technical need, you will need to do your homework. If you're a small business, it is often more difficult because you have no basis for evaluation or technology expertise. Do you choose the wiz-kid next door or find a provider that designs very creative Websites.

First, you need to understand that a Website is a business tool and someone with a background in marketing will know how to design a site around your business. Beware use of the words "marketing" and "strategic development". These have become a bankrupt words that everybody uses without assigning the proper meanings. Development of a marketing strategy will involve:

• Defining the Target Audience

• Understanding the Consumer Insight

• Creating a business value proposition, benefit statement and supporting statements

• Understanding how to evaluate competitors and the competitive framework

• The ability to understand your business, it's challenges and your goals

• Incorporate strategic perspectives or correlations from other industries that add new thinking and perspective to your strategic planning

No one is suggesting "analysis-paralysis" here. Most of these issues can be addressed conversationally, but this information represents the basis for any marketing initiative. This is the approach that the largest companies use; why would a small business deserve any less?

A good Web or technology provider will also demystify technical terms and concepts. Don't settle for smoke and mirrors; everything should be put in terms you understand. And that service provider should also be able to provide guidance beyond just designing the Website or software.

See our "Just Ask" section for more helpful information.