Here at RVers Online we receive a great deal of information both from RVers who are looking for RV destinations via the Internet; and from RV parks who are wondering whether they should have a "presence" on the Internet -- and if so how to go about it. While recognizing there is no "cookie cutter" solution, we'd like to offer or thoughts for the benefit of RV park owners and managers. Quite frankly what we're seeing is a tremendous amount of confusion and misinformation. Unfortunately in some cases it appears that there are those that are willing to cash in on the confusion by charging what we consider unreasonaby high rates for creating and maintaining an internet site for RV parks. We hope this offering will find its way to RV park owners and managers who are looking for an independent and unbiased view about how to approach this issue.

The Problem

Of course there are already some RV parks which have established Internet sites. We've talked to a few of them who have reported extraordinary successes in attracting new business via their site. But many RV parks are either entirely of this new opportunity for reaching RVers on the Internet, or have at best a very limited understanding of what's involved to "get online". When we first started our site, "RVers Online", a few RVing friends thought we'd created the quintessential "oxymoron". With over 300,000 readers at the site however, it's clear that a huge number of RVers are presently online. And it's certain that the number will continue to grow exponentially in the months and years ahead. There can be no doubt the Internet is becoming increasingly important for RVers and park owners alike. Unfortunately, many RV parks still don't understand how the Internet works -- and how extremely simple and inexpensive it can be to have an effective web site. We hope what follows will be helpful to those who provide us RVers with so many great places to stay...

The Options

There are essentially three choices for those wishing to establish a web site: You can do it yourself (which many computer literate RV park owners/managers would find surprisingly simple); you can create a "billboard" type web site -- which is the electronic equivalent of buying an ad in a book filled with RV park ads; or you can hire someone to build your own individual free standing web site. While the "do it yourself" option is beyond the scope of this article (but certainly deserves looking into), let's look at the other two options.

To be clear, we've coined the phrase "billboard site". You won't find it in the dictionary. But we think it's important to use a descriptive term to explain this option for achieving an Internet presence. The "billboard" type website essentially involves buying "space" on another provider's web site. You have no need to have your own account on the Internet -- and (unfortunately) often you probably won't. You will have your own Internet address (called a "URL"), but it won't be a name which uniquely identifies your website (such as "SunsetRV.com"). Rather it will be a longer, much more difficult to remember iteration of the domain name of the billboard site provider -- such as "billboardprovider/SunsetRV.com". With "real" domain names being bought up at a frantic pace, by the time you realize the value of having your own unique domain name ("SunsetRV.com) it will very possibly no longer be available.

Unquestionably the "turnkey" billboard website option has the advantage of being "easy". You don't really need to know anything about the Internet, or websites. But will it provide the same "payoff" as having your own website, with your own domain name? And what about costs? You'll likely pay close to the same amount as if you created your own independent Internet site -- and in some cases possibly more. Billboard sites differ from having your own free-standing site in that your site will actually be a part of a large number of other businesses which all choose to "advertise" through a common commercial provider. Typically they will "build" the site for you, offering various options from a simple text-only site with no graphics, to options which involve complex pictures, graphics, animation, music, and more. The more complex the site, the bigger the price. (But beware: To some real extent, the more complex the site, the less likely serious "shoppers" are to read it. We'll explain this further below.)

Billboard sites are frequently "static" sites, seldom changing -- and almost never offering the reader an incentive to come back and visit them again. And in all-too-many cases the billboard site is a "dead end" for RVers researching RV destinations for a planned trip. This is because the typical billboard site often provides no way for the reader to ask for more information, make a reservation, or otherwise contact the RV park. Sure, there'll be an address and phone number. But the RVer is making plans NOW -- right from his or her computer terminal. There should be no need to write a letter, or make a phone call. In fact there's a good possibility they can't make a phone call right now, because their phone line is already "busy" connecting to the Internet. So the RVer will look for another place where they can get more information, or make a reservation -- ONLINE!

Of course it is possible for billboard web sites to have what's called a "mailto" feature, which lets a reader send you an email asking for more information, or perhaps for a reservation. But that would in turn require you, as the RV park owner or manager, to also "be online" as an active email user (or pay someone else to provide you this service). If you're already online, you'll be paying a monthly fee to an Internet service provider. In most cases, having such an account includes the option to create and maintain your own web site at no additional charge. If you're indeed that far along, our strong recommendation would be to consider that option seriously.

Let's consider the the alternative to buying into one of the "billboard" services: retaining a local firm to create and maintain a site for you. We think you'll find the cost will in many cases be less, and the result far more productive. How much will it cost? That depends on what you want, and how frequently you want to add to or change the information at your site. We would recommend getting proposals from several page designers. You don't need Madison Avenue here! Bigger is NOT better. Start with a simple site, with few graphics. With the passage of time, you'll begin to get a feel for how much -- and how complex -- you want your site to be. Based on our own inquiries of what we consider a competent and reputable web site design firm, we think a "fair" price for an "adequate" site should be in the neighborhood of $500. This would include a few simple graphics, such as perhaps your logo, or a picture of your park. This sum should specifically include the time required to submit your Internet web address (URL) to all the major "search engines" -- and periodically to update the search engines. Search engines are where Internet users "go" when they're looking for something. If your RV park is in Wenatchee, Washington, RVers who look up the word "Wenatchee" should be able to find your park. They should also be able to find it if they look up the name of your park (e.g., "Sunset RV Resort"). Unless your page is listed effectively with the search engines, you can have the greatest web site in the world, but no one will be able to find it. Be sure to ask your site designer what specific steps will be taken to ensure your new web site will be easily "findable" by anyone looking for it.

Expect to pay some sort of maintenance fee if you wish to make minor changes periodically, such as to announce special events of interest to RVers to be held at your park, or in your local area. Periodic updates to your website can ensure readers will keep coming back to read the updates. Periodic updates might be done on the basis of a retainer, such as $25 per month for modest changes; or on the basis of a fixed hourly charge (up to $50 per hour seems reasonable) for changes you decide to make later. Keep in mind that you should be able to make quite a number of changes or additions to your site by purchasing an hour's time. And by always furnishing quality, "ready to publish" text, you'll be able to minimize your costs.

What are the other costs? The person that designs the site from you will need to purchase a "domain name" for you. This will give you the property right in the name that you choose, such as "SunsetRV.com". The fee for reserving a domain name is $70 for the first two years, with an annual fee (currently $35) thereafter to maintain your ownership in it. Expect to pay approximately $25/month to the Internet Service Provider which hosts your website; and if you want to be online for purposes of using email, you'll pay approximately $20/month for your own personal internet access. If you have email access -- and regularly use it -- the readers of your website only needs to "click" on your email address, and a pre-addressed email message will pop onto the screen. They can send you a message asking for more information, to make a reservation, or whatever. All they will have to do is click on the "send" button, and you'll immediately have their communication waiting for you in your email "in box". If you so choose, you can have a customized "reservation form" which can be filled out online, expect to pay a bit extra for this service.

Web Site Basics:

There's lots of room for creativity here. But the main thing will be to ensure your "message" gets through. The basic information you'll want to include would of course include everything that's found in a standard listing in one of the major campground directories. But we think this is your special opportunity to create a positive, friendly image of your park. Besides listing the amenities, be sure to make it clear (if accurate) that your park is "big rig friendly"; that there's ample room for sliders; and that your park is "Modem Friendly". Keep in mind that the ONLY RVers that will find your site are those who are already users of online services. They will have a keen interest in locating RV parks where they will be able to access email and other online offerings while they're staying with you. And even if you've been unsure up until now what "modem friendly" means, be assured the RVers reading what your park has to offer will immediately recognize your park as offering something they value highly -- the ability to get online from your park.

Make sure you have good directions to your park, so RVers can find it. This can be done in text, but better is a very simple map which graphically depicts your location.

Our experience at RVers Online has convinced us that many, many RVers are relatively new to the world of the Internet. They often have relatively slow modems, and outdated Internet browsers. This means that pages will load VERY slowly if they have lots of pictures and graphics. And if your page has lots of fancy features, like sound or animation, they may not be able to see it at all. Unfortunately all too many site designers want to impress you with the "fancy" stuff. And of course they can charge more for the glitz. The problem is, they often don't relate to the audience YOU are trying to reach. They honestly don't understand that if a graphics-laden page takes too long to load, the reader will just go somewhere else. This may change in the future. But for now, we think it's counter-productive to rely on bells and whistles to attract RVers to your park. "Beautiful" sites will attract people who are interested primarily in what computers can do. But a simple, easy-to-read, mostly text site will attract the RVer who is seriously interested in finding a place to spend a day, a week or a month. It's your choice. We hope you don't let a web site designer make it for you!

While you're doing your creative thinking, be sure to keep a few other essentials in mind. Be sure to offer something special for "groups". Many RV Clubs now have their own Internet presence, and you'll certainly want to have some incentives for group reservations. And be sure to "tell the story" of all the attractions in your area. RVers always are looking for destinations where they can enjoy the special features of the locale. Here's where the Internet offers you a special advantage. Be sure to include links to all the attractions in your area which have web sites. That way the RVer can not only learn about your RV park, but all the things that will make being in your area exciting. Often your local Chamber of Commerce is already online -- and they will have more links to the attractions in the local area. Be sure to contact the sites you're proposing to link to, and invite them to provide a link on their page back to you. It costs neither of you anything, and you'll both benefit from the increased readership that will result from the links.

The Ultimate Links

Beyond links to other local web sites, you'll be faced with a decision about whether to "buy" a link to your web site from one of the major industry players. Woodalls has created an online directory in which you can purchase a "Billboard" type web site. For a fee, they will put a link on their directory to your own site. Such fees can in our opinion be extremely high, both in an absolute sense, and relative to the benefits which the RV park can anticipate from paying for them. As RVers, we view these extraordinary fees more like a tax on RVers, since obviously the Park must recoup these marketing costs through fees charged for staying at the park. We can only speculate that many RV park owners are willing to incur the high costs of this sort of Internet presence because they either don't fully understand the options, or they somehow fear being "left out" if they don't choose one of these national options. Some parks have found the costs to be exhorbitant, and have chosen to rely primarily on their own web sites. Personally, we applaud that decision, since the fees we'll be paying at those parks won't be inflated by artificially high marketing costs. As RVers become more sophisticated purchasers, we suspect they will increasingly appreciate and rely on RV park web sites which are independent of the cookie cutter solutions offered by traditional industry players.

Summary

The Internet is here to stay. RVers are flocking to it in huge numbers. RV park owners and managers have a significant new opportunity to attract new business to their properties -- but they must take the time to become intelligent "buyers" of Internet services. There are unfortunately quite a number of "sellers" of Internet services which find in the present unsettled state of affairs an opportunity to make substantial profits for themselves. And equally unfortunate is the fact that many purchasers of these services are misguided in honestly believing that a heavy dose of high-tech bells and whistles will help their clients attract new business. We hope this summary discussion of the basic issues will help RV park owners and managers make intelligent choices about what to consider in designing a productive Internet presence.

Note: RVers Online (www.rversonine.org) is a public service web site dedicated to providing commercial-free information to RVers. We also welcome the active participation and views of a growing number of RV park owners, and others involved with the RV industry, who participate at this site. We seek to establish and maintain an objective dialogue between and among all persons and entities which relate to the wonderful world of RVing. RVers Online welcomes other points of view on topics discussed at this site, and is prepared to publish articles submitted by others which may express different perspectives.

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