PHP and MySQL Web Development - P59: PHP and MySQL Web Development teaches the reader to develop dynamic, secure, commercial Web sites. Using the same accessible, popular teaching style of the first edition, this best-selling book has been updated to reflect the rapidly changing landscape of MySQL and PHP. | 262 Chapter 12 Running an E-commerce Site Provide services or digital goods Add value to goods or services Cut costs Sections of many Web sites will fit more than one of these follows is a description of each category and the usual way of making each generate revenue or other benefits for your organization. The goal of this section of the book is to help you formulate your goals. Why do you want a Web site How is each feature built in to your Web site going to contribute to your business Online Brochures Nearly all the commercial Web sites in the early 1990s were simply an online brochure or sales tool. This type of site is still the most common form of commercial Web site. Either as an initial foray onto the Web or as a low-cost advertising exercise this type of site makes sense for many businesses. A brochureware site can be anything from a business card rendered as a Web page to an extensive collection of marketing information. In any case the purpose of the site and its financial reason for existing is to entice customers to make contact with your business. This type of site does not generate any income directly but can add to the revenue your business receives via traditional means. Developing a site like this presents few technical challenges. The issues faced are similar to those in other marketing exercises. A few of the more common pitfalls with this type of site include Failing to provide important information Poor presentation Not answering feedback generated by the site Allowing a site to age Not tracking the success of the site Failing to Provide Important Information What are visitors likely to be seeking when they visit your site Depending on how much they already know they might want detailed product specifications or they might just want very basic information such as contact details. Many Web sites provide no useful information or miss crucial information. At the very least your site needs to tell visitors what you do what .