Publicity for Web sites is more than just submitting it to a few major search engines, such as Yahoo, Webcrawler, and Lycos. While these are musts, they are only prerequisites to the requirements needed for a truly successful and newsworthy site.

First, all possibly interested groups should be notified, in newsgroups, mailing lists, and related pages that will offer a link to your page. Shoestring Graphics can do all this for you, plus submit your site to heavily trafficked "Cool Site of the Day"-type sites that could bring thousands of visitors to you immediately.

Another avenue often overlooked by Web Design companies is using traditional media to publicize your site. Shoestring Graphics can author and distribute professional press releases to all forms of the media, including newspapers, magazines, television stations, and more. You'll be flooded with visitors when your site gets published.

Gradually, you should incorporate your Web presence and Web "address" into your marketing strategy. Print, billboard, and broadcast advertising should state your address when possible. Even your catalogs, flyers, packaging and letterhead can publicize your site.

• Promote your Web presence. Notify other Web sites that you have "moved in" (maybe they would like to link to your page or vice-versa). Submit your site to Web directories and various search "engines". You should also consider publishing your URL through traditional media such as print ads, public relations documents and sales literature.

• Study other sites. Visit various locations on the Internet and get some ideas about what you like and dislike.

• Make navigation easy. Do not bury information too deeply. In the interest of speed and clarity keep the number of links low and limited to high-level categories.

• Give the project to the right company. Too many great companies have fallen by trusting their Web site to the wrong agency. Use Shoestring Graphics and its staff of professionals.

• Be a leader and grow with the Internet. If your competition has not exploited the Internet as a means of communicating, beat them to it. Companies that grab this opportunity to establish a Web presence will be ahead of their competition in the future.