Table of content

•	Table of Contents

Online Rules of Successful Companies: The Fool-Proof Guide to Building Profits, The
By Robin Miller
Publisher	: Financial Times Prentice Hall
Pub Date	: October 08, 2002
ISBN	: 0-13-066842-7
Pages	: 208
	Copyright
		Praise for The Online Rules
		FINANCIAL TIMES Prentice Hall
		Financial Times Prentice Hall Books
		Foreword
		Introduction
			Every Game Has Rules
			Learn From the Past
		Chapter One.  What Makes the Internet So Powerful?
			Examples of Successful, Tightly Focused Web Sites
			A Web Site Is Not a Business
			The Difference between an Online Business and an Online Hobby
		Chapter Two.  Building a Web Site that Works
			Avoiding the Worst Mistakes
			Information Layering
			Basic Web Design Usability Rules
			When In Doubt, Steal
			Selecting Web Designers
			Dealing with Hired Web Designers
			Maintaining Site Focus
		Chapter Three.  Profitable Ecommerce
			Sell without Shame
			Get to the Point Right Away
			Clear Product Descriptions Are Essential
			Site Navigation for Ecommerce
			Information Layering Accommodates Almost All Shoppers
			Database-Driven vs. Static HTML Sites
			The Myth of the Abandoned Shopping Cart
			Tell Your Customers Who and Where You Are
			Answer Your Email and Your Phone
			Do You Really Need Ecommerce?
		Chapter Four.  Promotional Web Sites for Offline Businesses
			Location, Location, Location
			Are You Going to Answer Email?
			Start Small, then Grow
			Make Sure You Own Your Name
			Adding Prices and Other Content
			Avoid Web Obsession
			Put Yourself in Your Customer's Shoes
			Giving Your Web Site Visitors What They Want
			The Last Word: Stick to Business
		Chapter Five.  News and Discussion Web Sites
			The Economic Realities of Online Advertising
			Tech News as a "Natural" for the Web
			You Are Not C|Net
			Beyond Tech News: General Media Online
			Moving Offline News Online
			The Standalone News Site
			Ultra-Niche, High-Value News
			Subscription News Sites
		Chapter Six.  Email and Chat As Profit Builders
			Responding to Customers' Email
			Resisting the Lure of Spam
			Using Opt-In Promotional Email
			News As Email
			Maintaining Credibility in Email Newsletters
			Email Discussion Lists
			Thoughts on Email List Management
			Email Is Never Private
			Chat and Instant Messaging As Business Tools
			Viruses and Other Email Hazards
			Email and Chat Are Changing, Not Static
			The Most Important Email and Chat Rule
		Chapter Seven.  Site Promotion and Advertising
			Directories Are Not Search Engines
			Simple Tricks That Help Get Favorable Search Engine Rankings
			More Advanced Search Engine Tricks
			Advertising Your Web Site Online
			Advertising Your Web Site Offline
			Choosing the Right Domain Name
			Protecting Your Domain Name
			Try Not to Argue Over Domain Names
			All Your Promotions Must Work Together
		Chapter Eight.  Cost Control and Futureproofing
			A Distributed Work Force Saves Money
			Cost-Effective Web Hosting
			Save Money with Open Source Software
			Linux
			Apache
			Perl vs. PHP vs. Java
			Stick to Industry Standards
			The Curse of the Obsolete Browser
			Interpreting Site Statistics
			An Endless Learning Process
		Resources