Right after the thought, “I need a website,” people usually say, “I need a web designer!” Actually, before even whispering “web design,” you need to answer these five questions in as much detail as possible. Once you’re clear on your strategy, you can provide better information to your web designer. And most likely you’ll be pleased with your new home on the web.

1. What is the purpose of your website?

When you’re well-known through face-to-face contacts, your website will serve as an additional source of information to potential customers. You may need only a basic “calling card” site: a list of contact information, coming appearances and basic brochure copy.

On the other hand, your website may be your primary revenue source. In that case, you’ll need to direct visitors to your “for sale” section and come up with a plan to take their money. You’ll need a shopping cart and perhaps a merchant account.

2. Who will be your ideal target market?

Draft at least two hundred words describing your ideal client. Where does he live, work and play? Where does she eat and shop? What are your client’s goals and hobbies? You’re the psychologist: create as many details as possible. Some copywriters recommend assigning your target a name so you can see the person behind the credit card.

3. What action do you want everyone to take?

Your home page copy drives your website visitors to a clear, unambiguous target. Keep them on your site as long as possible and suggest a specific action. Buy

There are companies that purchase future payments. Personal injury settlements are often structured to pay out over time. As are a portion of lottery wins, paid via an annuity over a period of 20 or more years. There are companies, under the authority of state and federal regulations, that will accelerate future payments and pay out a lump sum of cash now.

But, it is not the best choice for everyone. If any of the below are true about you, avoid selling.

Effect of Benefits

We have previously examined realistic billable hours and the effect of business expenses on your hourly rate. Now we’ll look at the effect of benefits.

Once upon at time, when we were employed, we received a benefits package from our employer. This usually included health, life and disability insurance. Many firms also had available pension programs, profit sharing, dental and vision coverage. In addition, one-half of your social security was paid by your employer.

As self-employed individuals, we have to provide these benefits for ourselves. This means an additional boast to the hourly rate we’ve calculated so far. For the sake of argument, let’s figure a standard benefits package consisting of health, life, disability, pension and profit sharing. Let’s figure health insurance costs at $300 per month; life at $50 per month; disability at $150 per month; pension (a SEP-IRA) at $500 per month and about 10% for a profit margin.

If we total these up we get a yearly figure of $12,000. Now keep in mind, that most of these will be paid for in after tax dollars. So, we need to add approximately an additional 30% to this number, for a true total of about $15,600 per year. The 30% represents the amount of taxes you need to pay to end up with the net amount of money needed to pay for your benefits package. Keep in mind that I chose 30% as a completely arbitrary number. Your own tax situation may be higher or lower.

How does this effect