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Let Me…

This post is somewhere between an informative post about what many small business owners really need to establish a presence on the web, and a blatant solicitation for business…

Over the past year I’ve stumbled onto a number of individuals here running a small business that have been taken to the cleaners by web-lingo-savvy people purporting to be “web developers”.

Let me start off by saying that most small business don’t need an incredibly complex or large web site; they essentially just need a presence on the web that serves to drive new customers to their brick-and-mortar store or helps prospective customers locate the services they need.

A small web site allows for a business to showcase what they can do for a customer, where they are, and how to get in touch with them… you don’t need a full listing of your products — just enough to indicate to a prospective customer that you might be who they’re looking for.

And a web site like that doesn’t cost much to put together, and certainly doesn’t cost much to operate.

You start small, and grow… that way you invest in areas that have a proven return.

Provided you have collateral materials (pictures, logos, copy, etc — things you would have used in a print ad in the past) it’s very likely that you can put together a standards based web site with the help of a professional (like me) for a very modest amount of money.  It of course varies a little based on exactly what it is you’re trying to achieve and how much work is involved in preparing the material or in implementing your specific wants… but you should realistically be able to have a web site, email, a custom domain, and search engine indexing without breaking the bank.

If you’re finding that people are trying to convince you to pay what you consider a great deal — make sure you’re getting substantially more from them — and make sure you need more.

Over the next few months I’m going to work on setting up a site that will cater to people who want an inexpensive solution for a web presence — and while it’s definitely easier to work with people who are located geographically near me, I’ll be happy to try and work with people anywhere.

Let me just list a few reasons why you will want to consider having a web site:

  • it allows your previous and existing customers to find and stay in touch with you (at virtually no cost to you — and it allows them to view information from you when they want to, rather than having it lost amongst all the other junk mail they receive);
  • it allows you to produce full color, high-impact advertisements featuring pictures and text that would be expensive to print and distribute for near nothing;
  • it allows you to promote you site by allowing interested parties to find you through internet searches;
  • it greatly reduces the need for print advertising since you’ll be able to list your web site URL on any print ad (and your business cards) and let people access far more information than you probably would have wanted to pay for space to print;
  • it allows non-invasive means for individuals to contact you, submit information, and get replies — you don’t have to invest in an answering service, or drop everything you’re doing to take a call — electronic messaging fits your schedule and the schedule of your customers; and
  • it helps you create a professional image; and assure your customers that you’re here to stay.

My web design business will be based at ddress.net; and my slogan will be

Your @ddress on the net!

I’ll try and make it simple for people to understand the costs involved and help them achieve a low cost, potentially high return means of non-invasive and sustainable advertising that may provide a means of growing their business.

So let me develop a web site for you; register a domain name for you; host a web site for you; setup email for you; and have the major search engines index your site… at a very affordable price, with no lengthy commitments — simply and honestly.


This is not education, and certainly does not represent true value…

The following letter was sent to:

  • Edward Meadows, President, Pensacola State College
  • Danny Steele, Department Head, Engineering Tech Programs, Pensacola State College
  • Chad Andrea, Professor, Pensacola State College

10 December 2013



Pensacola State College
1000 College Blvd
Pensacola, FL  32504

SUBJ:  CGS1061C – Introduction to Computers in Technology


Over the course of the last fifteen weeks I’ve read and reviewed the materials required by CGS1061C Introduction to Computers in Technology published by Cengage Learning; ISBN-13: 978-1-133-62973-3 Computer Literacy BASICS: A Comprehensive Guide to IC3, Fourth Edition by Connie Morrison and Dolores Wells; $162.95 (list).

While I will not purport to be a subject matter expert on every topic covered in this text, I do possess a technical background sufficient to observe numerous technical errors in the book, accompanying study materials, and tests.  It is clear that the book represents a very superficial view of technology and was written by individuals who lacked a deep understanding of the topics they were covering.  Further, it is clear that Cengage did not invest time and energy into having the materials reviewed by subject matter experts before publishing the first edition – and it would appear that they have invested little in correcting the book in the three additional editions since that point in time.

It may well benefit Cengage to product shoddy material like this at a low production cost with significant revenues, but it is a travesty for any institution of higher learning to use materials with technically inaccurate information, antiquated pictures and examples, and personal prejudices presented as fact (there is a huge difference between a “best practice” and an invariant fact).

Parroting information presented in a book, particularly when that information is incorrect, is not education.

I’ve included goal 6 from the strategic goals to reinforce that basing courses on materials like this is not in keeping with the published mission or goal of Pensacola State College.

  • Provide quality instruction through effective curriculum development, accessible delivery, and criterion-based assessment according to a common set of academic standards for each discipline.

And perhaps using the world “value” (as defined by the Oxford dictionary: the worth of something compared to the price paid or ask for it) to the published philosophy rather than “lowest possible cost” might further help illustrate the tenant of providing quality (not just quantity).

  • Being accountable to Florida’s citizens, the college exercises fiscal responsibility by offering the lowest possible cost consistent with its commitment to high standards.

I’ve taken classes from and attended seminars at a number of institutions of higher learning across this country, and I’ve found that quality education and academic excellence has always been a fundamental precept of each and every school.  Unfortunately I do not see that as the case at Pensacola State College – I see at Pensacola State College generally that the “would you like fries with that” mentality seems to apply to the educational standards, and excellence is just a word.  I implore you to take a stand and make a difference.


L Roger Soles

L Roger Soles


Christmas co-opted the tradition of St Nicholas (as Santa Claus), but the tradition of Krampus is nearly a lost memory.


St Nicholas / St Nicholas Day