Business on the Web is booming: Everybody from AT&T to Fred's Pretty Good Computers has a Web site. Some businesses have a quick and happy journey to the Web; others find it fraught with worry, false starts, and a vague feeling of "Is that all there is?" And now you want to make that same journey, but you wonder how to find the promised land of an affordable yet effective Web site.

We recently covered the first part--finding the right Web designer--in our May 20 cover story. (See "Go Fish! Net the Best Web Designer," at this url.) But who's actually going to "host" your site on the Web? Usually it's an Internet service provider (ISP), but don't pick just anyone. As always, do your homework first.

Increasingly, the Web host decision is falling into the hands of business managers rather than Web-savvy technophiles. The reason: Web presence isn't cheap. Moreover, a bad image can do a company's reputation serious damage. In short, picking a Web host is a business decision. The technical stuff is just details.

Before you shake hands on a Web-hosting deal, you should know what you want, what you can get, and how it will be delivered. You can't ignore the price, of course, but that's just one of several important factors to consider when choosing who will host your Web site.

From the Expert to You

I spoke with Lincoln D. Stein, author of "How to Set Up and Maintain a Web Site" (ISBN: 0-201-63462-7) and the upcoming "Pocket Guide to Web Security," and we came up with a baker's dozen of things to consider in making your deliberations.

Tech support. This should be the number one consideration if you're not a propeller head. Naturally, you should educate yourself on important technical details and get a handle on the jargon, so that prospective Web hosts can't snow you. But you shouldn't have to write the CGI scripts yourself. Find out what service and support the host offers. Is tech support available 7 days a week, 24 hours a day? How many tech support staff members are devoted to customers like you--and how many customers do they have to support? Can you get help via phone, fax, email, and the Web?

Consider the services and underlying technology the host offers, too. A sharp ISP should have a hefty library of secure scripts that you can use to add guest books, forms and so on to your site. The host should also have support for Java, RealAudio, Cybercash, Shockwave, secure transactions, and other features you want to offer customers.

Bandwidth. More than one business has moved its Web site because the host couldn't handle the number of hits or charged exorbitant fees for hits above a certain level. What's the host's policy if your site becomes super-popular? And by the by, how many other Web sites share your server? How many will be allowed to? If the other Web sites on your server are flooded with visitors, your customers may not be able to get through.

Speed of connections. This has two sides: the number of high-speed connections the ISP offers to Web surfers, and the number of high-speed connections the ISP itself has to the "backbone" of the Internet. On the user side, the ISP should offer lots of local dial-up lines in the areas your customers live, support for 33.6Kbps modems at least, and support for ISDN and maybe even T1 access. As for the ISP's connection to the Net, T3 lines (45 megabits per second) are a must. Anything less means the host as a whole runs slower, and that may mean long waits for your customers. "If the ISP is only hosting a handful of sites on the server, a T1 line is sufficient," says Stein. "It depends on the ISP's popularity. Ask the ISP what its collision or saturation rate is. A saturation rate of greater than 50 percent indicates a problem."

Network reliability. Ask current and past customers: How reliable have the ISP's connections been? What backup systems are in place? How often does the server go down for maintenance? Is there any recourse, such as an alternative site or reimbursement, if your server (and hence your site) is down for a week?

Interface. You'll need to update your pages, collect orders, retrieve data from forms, and perform other housekeeping chores for your Web site. How secure and user-friendly is the software you'll be using to do these things? Can you be hacked? Can you get lost? "Will they set up the interface or do you have to?" Stein says. "Can you customize the interface for your staff?"

Virtual hosting. Can the ISP supply you with your own domain name--for example, MondoMart@mondo.com? Some hosts charge outrageous fees for simply helping you fill out the forms and as much as $25 a month for maintaining your domain name in their DNS. Don't fall for it. A little labor is involved, but not much.

Design services. Unless you took publication or graphics design in college, you'll probably want help designing your Web pages. Your Internet service provider may offer Web design services. While you may not want to put all your eggs in one basket, check the prices and past work before you decide. "The best way to find a talented designer," says Stein, "is to visit sites you like and ask the Web master there who did it. The Web is a great way to see before you buy." Your industry organization may also have contacts. For example, Beverly Anne Fields of Apple Jack's Inn Bed and Breakfast (www.bbonline.com/al/applejacks/) found her Web designer and host through the Alabama Bed and Breakfast Association. She got a discount through the organization, too.

Location. Sure, the Internet has no boundaries and knows no geography, but having a Web host in your time zone makes handling problems, changes, and upgrades easier. If they're in the same area code, you'll save some on the phone bill. If you choose someone remote, check out the availability and speed of local points-of-presence in your area, so you can get to your site easily. There are legal considerations, too, says Stein. "You hope it never comes to this, but if the Internet service provider is in the same state, you have a better chance of threatening legal action should things go wrong. If you're in Alabama and the Internet service provider is in North Dakota, it's very difficult to pursue legal action."

Flexibility. Some Internet service providers offer different levels of service for different needs. If you can start out smaller and cheaper and move up to more complex and more expensive, you can grow your site as your business grows. Note: Don't get tied down to a lengthy contract if you aren't sure you'll love the host. Make sure you have an out.

Storage capacity. How much room do you get? 10MB? 50MB? Can the host provide you with more space as your online business grows? If you are going to accept online orders, Stein says, your CGI scripts need some disk room to run efficiently.

If the Internet service provider uses your server for its general news feed, PPP connection or other uses, this might become an issue.

Security. What protection do you have from site vandalism? Hackers can wreak havoc for fun and profit. Make sure you are not liable if a hacker gets into your FTP space on the host's server and uses it as a drop box for piracy or pornography. The ISP's security should be good enough to prevent break-ins, and its maintenance crew should be sharp enough to nip one in the bud if it happens. For more tips, check out Stein's book "How to Set Up and Maintain a Web Site."

Hit statistics. Most ISPs keep track of the traffic accessing their servers. Will yours share these access statistics with you, so you can see how changes and additions to your site affect its popularity? What does the ISP do with the information it gathers? Make sure it isn't selling lists of your customers to others. That's your information.

Price. Cheaper is not necessarily better, but a large price tag doesn't mean you're getting the cream of the crop, either. Shop around for the best price for the features you need. Good service, support, and connections are worth a lot to your company's image!

Of course, there's more to consider when shopping for a Web site host. Details such as scanning or designing a company logo, what to do with the data your Web site gathers, and more. But if you get satisfactory answers to the important issues raised here, you'll be on the right path to a happy Web experience.

© 1997 Elizabeth Crowe. All rights reserved.