Sure, you can register a domain name for a few bucks, and go out and buy Microsoft Front Page for $170, or opt for an even less expensive Web-page design program. Then you can — maybe — hunt and peck your way through the process and in the end, yes, you may end up with some semblance of a Web site. But is it really the way you want to represent your business? Does it present a professional image, or does it look more like amateur hour?

In the past few years, a company Web site has become an essential tool of business, whether it’s an e-commerce site or simply an online brochure. Whatever its purpose, your Web site deserves the same careful attention you give to any important aspect of your business. Unfortunately, this is not always the case. Many businesses on a budget feel pressure to create a presence on the Web, but don’t have the resources to pay for it. They quickly throw together a hodgepodge of information with no attempt at design or organization. The result is a site that is visually unappealing and downright user-hostile. It may end up chasing customers away, hardly the intended effect.

Creating an effective Web site takes time and money, but it is time and money well spent. If you and your staff are not equipped to create a professional-looking, visually appealing site internally, your first step is to find a professional Web designer, or better yet, design team. Depending on your needs, the team would consist of not only a graphic designer, but also a writer or content editor, multimedia producer, and programmer/technician. You may find one company that provides the whole team, or you may have to assemble your own team.

“Web sites are becoming more complex,” says designer Bill Reuter of Reuter and Associates, which has designed some local sites, including Southwest Florida Business’s BusinessNewsNow.com. “So many sites now are doing more than just putting up their image. The team approach is going to be the way to go.”

You need to know going into the project just how complex you want your Web site to be. This will determine who you need on your team. Will your site be static — an online conveyor of company image and information? Will it be an e-commerce site that takes credit cards? Will it have secure pages? Will it have subscribers requiring password access? Will it be connected to a database? Do you want to include animation? All these variables require different levels of programming complexity.

This is why, when choosing your designer, you need to know not only your requirements but also the designer’s capabilities. Does he or she have access to the programming skills you need? If you need content supplied, does the designer have writers to call upon? Do you need help with hosting the site?

Looking ahead to after the site is launched, you may want to discuss with the design team whether they will help market the site, ensuring that it comes up on search-engine lists or is promoted through advertising and links on other sites.

Finding the right team can be daunting. It is not as easy as looking in the Yellow Pages. A lot of people who have taken a course in HTML coding hang out their shingle as Web designers, but that doesn’t mean they know the first thing about graphic design.

Designer Sharon Reuter of Reuter and Associates likens the Web design field to the early days of desktop publishing, when suddenly “you started seeing a bunch of hideous brochures created by people with no design background,” she says. Now, however, the field is beginning to weed itself out, leaving the more qualified designers.

The best way to find a good designer is the old-fashioned way: Ask around. Look for Web sites you like and find out who designed them. Often, credit is given to the designer somewhere on the site.

Once you’ve determined your short list, ask to see other Web sites the designer has created. If you want your site to convey a conservative businesslike image, and the designer does only flashy graphics, you might want to keep looking.

Of course, always ask for references. You will want to know if the designer you choose stays on schedule and is easy to work with. This is not a time for dealing with temperamental artists.

After you have settled on the Web design team for your project, the real work begins. The work will go much more smoothly in the long run if you devote some time and energy upfront figuring out just what you want your Web site to accomplish. Be prepared to articulate this to your designer during your initial meeting. Here are some questions you might expect a good Web designer to ask you in this meeting:

• What is your objective with the site — are you, for example, trying to sell products, or just trying to get your name out there?

• Who is your target audience? Is there a defined base of users who will look at this site, or is it a site that you want the general public to find?

• How do you want your customers to perceive the site? What image do you wish to convey?

• What actions do you want your customer to take while browsing your site?

• Who is your online competition?

• What are some examples of Web sites you admire?

If you can answer these questions, and if you have chosen a Web design team who will pay attention to your answers, you will be well on your way to the high-quality Web site you have always envisioned for your company.

Susan Holly is a freelance writer based on Sanibel.