DENVER One year ago, Ramblin Express completed a makeover of its Website.

Then, earlier this spring, the tour, charter and shuttle operator made more Web upgrades, including improving its positioning on search engines without so-called pay-per-click advertising.

Today, additional "organic" improvements are in the works, plus the launch of a second Website, www.CasinoShuttle.com, aimed specifically at promoting its casino shuttle service in Colorado.

Coinciding with the launch of the new Website, the livery on the companys nine casino line-run coaches is being changed to CasinoShuttle.com on the sides and backs -- instead of Ramblin Express.

To say Rambling Express President Todd Holland believes in the power of the Internet to market company motorcoach services is something of an understatement. Holland has become a true believer.

He says Ramblin Express is still getting strong results from the extensive Web makeover of a year ago. "Were averaging about a dozen new leads daily," he says.

The catalyst for Ramblin Express Web-based marketing upgrade was something of an accident. Holland won a Webpage makeover from Motor Coach Industries at a meeting of the International Motorcoach Group.

Rather than simply refresh the splash page, however, Holland decided to update his entire Website. The new look began generating seven to 10 new leads daily. Holland made other changes to assure the new leads generated by the revamped Website got prompt responses.

Today, Ramblin Express Website does what experts say it should: Extends the companys marketing presence, takes orders, and helps it collect information.

Its also more sophisticated like many of todays online travel buyers.

Marketing specialists say that simply having an attractive home page is no longer good enough for todays savvy Web users. Those who track Internet trends say a company Website should be a "clickable catalog," with robust product content, good visuals and contact links, and it should serve the company as a database resource. If your Website isn't measuring up, you may want to consider doing what Holland did. Here are some of the key steps:

Get help. If you don't have the time or Internet expertise, hire a professional. Holland works with Ripple Communications, a Charlotte, N.C.-based company that provides professional Web, print and multimedia design and development services, and its president, Jim Deitzel.

Chicago Classic Coach, a tour and charter company founded by Richard Hausman, turned to Pervaiz Karim to create its Website. A former taxi and limousine fleet operator, Karim got into the Internet business after inventing a dispatch software system in 1991 that's still used today.

"To be good at the Web, you have to be in it full-time," says Karim, who recommends leaving this part of the business to experts "so you can carry on with growing your company." Karim also recommends querying colleagues to find Web developers with experience in transportation or related industries.

Think through the dollars. Budget for Web marketing, figuring out where and how you want to spend your dollars. Web services range from basic design to Web hosting and search-engine optimizing.

"You don't have to impress visitors with glitz and flash," says Alice Lemon, the in-house Web developer at MCI. "You need to budget for search engines to draw people to your site." Be sure your company is listed in online ads, online city guides, Yahoo Local, Google Maps and Yellow Pages sites.

First impressions count. The Internet gives even the smallest operators new marketing opportunities and reach. The Web has become the first place many customers turn to for information on a company and its products. With upwards of 3,700 interstate motorcoach operators, it makes sense to have a Web presence.

To make sure your Website stands out, Lemon of MCI and Dietzel of Ripple Communications, who assisted in MCI's Website design, have developed a "best practices" guide that includes the following advice.

Your Website should reflect the personality of your business and demonstrate that you care about your customer's experience as a browser. Your site should accurately reflect your brand, using your logo and colors correctly.

Think about the type of information your customers seek. Then be sure the site features the content important to them, including company background, photos of your equipment, online reservations, safety ratings, news, and customer testimonials.

Keep information current and correct. Check your spelling, punctuation and grammar. Review your site every 14 days, changing coach photos when you add new equipment. Include exterior and interior photos of your coaches. Show happy passengers and the places where your coaches travel.

Provide plenty of opportunities for customers to contact you. Include e-mail addresses, contact forms, phone numbers, company address, forms to request a quote, brochure downloads, and "have-someone-call-me" telephone response forms. Guarantee a response time.

Include at least 30 percent "value-added" content, such as tips, membership affiliations and additional links.

All Website displays should work with both PCs and Macs. Keep font sizes readable. Sites should load within 5-10 seconds.

Build relationships
Websites are a great tool for maintaining customer relationships. Theres virtually no way to stay in touch with customers by telephone today. "If you want to grow, technology is the way," says Karim. "An online auto responder lets you keep your clientele apprised of whats going on. Use it to broadcast seasonal discount offerings, upcoming trip schedules, or new hires."

But don't constantly blast messages. Karim suggests broadcasting no more than once every two weeks.

E-newsletters are another effective medium. FYI by MCI, the company's monthly newsletter, began in April 2003 with a list 400 subscribers. Today, it reaches more than 3,500 industry readers. "Every communication that comes off your Website should go into a database," says Lemon. "With the user's permission, use it to build your client list."

Blogs are also becoming a way to create dialogue.

Build traffic
There are two ways to get visitors to your Website. First, be sure your web address is featured on all advertising, promotional, marketing and business materials, as well as on your coaches. Second, optimize your visibility on search engines.

Google, Yahoo and other search engines offer key-word advertising and pay-per-click advertising. You can purchase keyword advertising at www.google.com and www.overture.com.

Both Karim and Lemon suggest expert help with search engines. "You have to be concise. There can't be more than 85 characters in your company's description for links," says Karim.

"It's impossible to make sure you have every conceivable key-word term accounted for," says Lemon. "Someone comes up with something like 'machines on wheels', and you may never think of it, so you constantly have to keep up and audit searches."

Joining the crowd
Despite the omnipresent nature of the Internet, many coach operators have been slow to establish a Website or to consistently upgrade their Web presence. The reasons for taking action are plentiful.

Credibility. A well-designed site with useful, reliable information will build trust among online visitors.

Visibility. A Website is, essentially, round-the-clock advertising on demand, bringing in customers you wouldnt be able to reach through more conventional means.

Cost of Sales. Even the most extensive Website costs only a fraction of a brick-and-mortar outlet.

Advertising. Put your Web address on all of your business materials and equipment; you can convey a lot of information without a lot of cash.

Build clientele, drive referrals. A Website makes it easy for satisfied customers to refer people to you. And, by soliciting contact information from those who visit your site, you can build for the future.

Where to get help?
Deitzel of Ripple Communications (e-mail: jim@ripplecommunications.com) and Karim (e-mail: pervaizrk@gmail.com) are just two sources.

Members of the United Motorcoach Association can purchase customized Websites at discounted prices because UMA partners with AmericanEagle.com to offer Websites that will work with most budgets.

"With UMA's Website Design Program through AmericanEagle.com, you can choose from a variety of packages designed to maximize your exposure and present a sleek, professional looking Website to potential customers," says UMA President and CEO Victor Parra.

The UMA-AmericanEagle program offers these packages:

The Beginner is a basic, one-page Website specifically designed for those companies that don't have an existing Website or are completely new to the Web. The site will feature a logo, photos of the company fleet, contact information, and text for $395 to set up and $75 per month to host.

The Advanced is a full Website with a content management tool. With this tool the operator can adjust the site's colors, put in your own content, pictures and the like. While the Website is based on a template, users have plenty of flexibility in colors schemes and design. The Advanced Package is available for $2,500 to setup and $75 per month for hosting.

The Premium is a fully customized, high-end Website. The site is unique to each customer and designed for the operator thats serious about implementing a strategic marketing plan that capitalizes on the Internet. The Premium Package starts at $6,375, 15 percent less than regular price.

For more information about AmericanEagle services, contact Chris Foss or Eric Elliott at (703) 299-8299, or by e-mail at chrisf@americaneagle.com. Contact Deitzel at jim@ripplecommunications.com or Karim at pervaizrk@gmail.com.