Being online is a key component of most businesses today, but according to one Internet expert, merely having a Web site is not enough.

Jacqueline White, formerly an online marketing manager for Reed Business Information, the parent company of Kids Today, gave attendees at the Kids Today conference advice on ways to effectively develop and manage their Web sites that would likely attract more hits and in turn, bring more business.

White said that while most business is still conducted offline and consumer spending online is still a small percentage of total sales, online spending is increasing between 20% to 30% a year.

When it comes to Web site design, White said avoid cluttered pages by having navigation bars to make pages user friendly. She cited the Gap's Web site, www.gap.com as a good example of a site that has lots of information, but is still easy to follow.

Other key design elements include good functionalities such as e-mail and print-friendly versions and search capabilities.

White pointed out that Web sites need to move from Web 1.0, a static site with e-commerce and privacy concerns, to Web 2.0, a more dynamic site with rich Internet applications and with a community focus. Features include blogs and podcasting. "It allows for user interaction with your brand," she said.

For example, infant shoe manufacturer Robeez featured a photo contest where parents could submit pictures of their children wearing the shoes. "(It was) a nice promotion they did to engage the community," White said. The site also has Robeez Playground, which offers play date invitations that parents can e-mail to their friends.

White said businesses can use interactive features to learn more about customer needs too. Del Monte studied consumer responses on one of its sites and discovered dog breath was a big concern so it developed new dog snacks to curb that problem.

The Web also is a useful marketing tool, White said. She suggests using Google or other search engines to see where your company pops up and what information is there. Companies should take advantage of online social communities to lure customers to their own Web sites. Ideas include setting up a My Space account, visiting parenting boards and signing up as a vendor or writing a blog. "It's a good way to find new business or buyers," White said.

Partnering with other companies and cross marketing is also beneficial. For example, companies that make cribs could link to makers of crib bedding or youth beds.

One of White's final points emphasized the need for businesses to actively promote themselves by getting their name out to the public. One of the easiest ways, she said, is by putting your Web site URL on all business materials such as business cards, stationary, ads, catalogs and e-mail signatures.