following is a reprint of an article written by Jay
Servidio, President of Teleteria,
Inc., in the January issue of IA2000 magazine. Jay
Servidio was asked to write this article for the Interactive
2000 Trade Show in Las Vegas (Jan 13 - Jan 14, 1998)
which is the largest adult internet trade show in
the US. He was a guest speaker at the convention on
Custom Web Site design.
SITE BUILDERS TIPS FOR CONSTRUCTING A PROFITABLE WEB
thousand new people come to the Internet each day,
and with the day-by-day growth of confidence in credit
card commerce, the Internet's billion dollar sales
of 1997 are projected to shoot up to $20 billion by
next year. Adult Web sites will generate a good portion
of this revenue so its important to look at what goes
into making a successful adult Web site. Just because
your product deals with sex and involves the Internet
you shouldn't neglect the successful business practices
used by Wall Street darlings to make money. In my
thirteen years at AT&T, MCI and Sprint if I only
learned one thing it was this: you win customers when
you offer them service that is a) cheaper and b) better
(i.e. faster, easier and friendlier). Similarly, there's
a wrong way to create an adult Web site and a right
way. The right way makes use of the same elements
as any other business, no matter the industry.
the selling of any product, you must concern yourself
with manufacturing, distribution, marketing, and since
having a Web site is a long term investment, like
owning a store, maintenance. Once these elements are
established and under control, then, and only, then,
should expansion be considered.
the Internet some of these elements overlap, which
is the beauty of online commerce. In traditional media,
the process of creating the product is distinct from
its distribution. Once you create a movie on a VHS
tape, 15 million people don't suddenly have access
to it. A completed Web site, however, is at once the
product, its own store and the means of distribution.
general types of adult sites are common on the Internet.
One style is the "link site" consisting
of a list of other adult sites and links to them.
This kind of site derives its revenue by selling advertising.
The more hits, or visitors, the site generates, the
more money it can charge an advertiser.
second type of site is the membership-based site,
where income is generated from access fees. What is
offered here is not links to sexual content, but the
actual content itself. This is what the Internet surfer
wants and, overwhelmingly, is willing to pay for.
second adult Web site is the focus here because, in
general, it can be more profitable than the link site.
Its potential market is the millions of Internet surfers,
as opposed to the several thousand adult site advertisers
link sites court for income.
goes into building or "manufacturing" an
adult Web site? First off, a free page of sample images
is the bait that draws a potential customer to your
site. My advice is, deliver on a promise. If you say
you have a large free sample section, then have a
large free sample section of quality pictures. Quality
free photos are very important because they have the
power to turn a casual browser into a paying customer.
The same goes for live video streaming. You should
consider including a few freebies to entice them into
purchasing. If they like your calling card (the free
stuff), they are more likely to buy your goods.
both sample pages and members-only photos, remember
that more is better. Quantity, here, is a measure
of quality, because it creates an impression of value.
For instance, for the sites I create, typically I'll
have three to four pages of large, free photos, and
then for the member, 25,000 images separated in 20
addition to quantity, however, you also need quality.
Attractive models under good lighting and in provocative
poses are a must. Although image quality is important,
you must also take care not to frustrate a customer
or potential customer with large file sizes that take
forever to load. Keep them small and the user will
design of the actual Web site, the interface, is important
too. A delicate balance must be maintained between
attractive design and file size. Clean and simple
is the overriding rule here. You can add a few bells
and whistles, such as Java applets and animated GIFs,
to draw the user in and let him know that time, money
and effort went into constructing this site. Just
don't overdo it.
procedure is also a key issue. The approach I recommend
is to have a third-party company collect membership
fees and disburse them to the the owner of the Web
site directly, instead of going through the site builder.
This way the client has an his own account that he
can access at any hour of the day. I believe the site
builder's income should not come from a percentage
of membership fees.
your site is created and it looks good. The next step
is distribution which is as simple as getting connected
to a server. A server is a powerful computer where
your site is stored so that every telephone line in
the world can access it. If the site builder who also
runs a server, benefits can be had.
just because millions of people have access to your
site, this doesn't mean they will find it. You have
to get your number, or in this case Web site address
(URL), out there. You do so by registering with search
engines like Yahoo! and Alta Vista and also by establishing
links on other Web sites. This can all be done without
spending a dime. Paid advertising, like banners, can
also be effective if you have the money to spend.
good site builder will also help his clients devise
an effective marketing campaign that is within their
means. I believe this type of consultation is especially
invaluable when you are dealing with Internet.
product is not just the site, it's also the service
required to keep that site productive. Maintaining
a site is time-intensive work which I think the Web
designer is much better equipped to handle than the
average length of users' paid memberships to a site
is for three to four months. Unless a site is refreshed
and photo libraries are restocked, users will head
for someone else's adult page. Another idea is to
have a "what's new" section which highlights
your commitment to evolving content.
will also need technical support to deal with things
like PIN code problems, should they arise, hardware
or software problems, etc. Here too, I think that
the site builder is much better equipped to provide
technical and customer service. This frees up the
client so he can devote more time to promoting his
Web site, the key to success.
general words of advice: don't expand beyond your
means. Get your feet wet first. See if this is your
kind of market. When your site is successful and is
reaching critical mass then start looking into building
more sites. I also advise that a client build more
sites that are linked together rather than to build
a bigger site. This way there are more sites that
can be registered in search engines, which means greater
new technological advance, as for instance with video
streaming, where the image will become faster, cleaner,
smoother and larger, will create greater demand for
adult Web sites in the future. This coupled with the
20,000 new surfers who are coming online each day,
makes me optimistic that adult Web entertainment is
just beginning come into its own. By understanding
what elements go into a good Web site, you're well
on your way to riding the wave too.
Servidio is President of Teleteria,
Inc., a company that has been building and hosting
commercial and adult custom Web sites since 1994.
clients are located all over the world.
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