As marketers we have so much to be thankful for.  There are so many tools out there that make our lives easier.  I’ve been in the interactive space since before the dot-com boom and I can tell you that it’s so much easier today to do my job.  There was a time, around 1997, when someone would ask for a website and we’d counter with a request for a $1,000,000.  This wasn’t a case of over-charging; we just didn’t know any better.  Unlike TV, Print, and Direct we didn’t have the benefit of years of historical data/projects to rely on.  Things were so new.

Fast forward to today.  It’s such a different world.  We have the benefit of 10 –  15 years of history to rely on. We can look at and learn from all the mistakes and successes.  Ok, well with all these great tools and all this experience to rely on, why are websites still so expensive?  Don’t get me wrong, some websites are just so fundamentally complex that they require a significant investment to execute.  For example ElfYourself, Nike.com, and TheBar.com.  These are sites that break the mold and are focused on providing a rich immersive experience.  But, the number of sites that need to do that are few and far between (when you consider the millions of sites on the web).

In my opinion you can boil every site on the web down to the following 3 categories:

• Search: These sites help you find things.  Google, YellowBook, and Facebook are great examples.
• Commerce: These sites are focused on transactions.  Amazon, eBay, and Buy are great examples.
• Content: These are sites primarily focused on providing information.  ESPN, WikiPedia, and the NY Times would be found in this category.

At the core building any of these types of sites is relatively easy.  It’s when we add on the “experience” layer that the costs escalate.  Amazon’s Window Shop site is a great example of providing an entertainment experience on top of a commerce site.

I see there being a true 80/20 rule in web site development.  80% of sites don’t need the experience layer and if you were to take an inventory of all the web sites on the internet you’d find that 80% (or more) fall into those 3 categories.  It’s that 80% I’m focused on in this post.  Ok, I’ve preached long enough, you deserve the “goods.”  So here you go.

Research
This is one area where significant progress has been made over the last 15 years.  It seems like every day there’s a new tool or site focused on making you smarter.  This is just a list of my favorites.

• Quantcast
• Compete
• Alexa
• Google Insights
• Google Trends
• Vitrue
• How Sociable
• Twitter Search

With all the information you can glean from the above tools, you’ll have a great idea about who people are on the web, what they’re doing, and to some degree what they’re seeing.

Analytics
The backbone of your site is going to be the metrics.  Without them you’ll never know if you’re making progress or meeting objectives.  You also won’t be able to tell how many people are visiting, who they are, and what they are doing on the site.  There’s a litany of web analytics offerings.  Some cost $1,000s of dollars and require “software” to be installed, which of course means you’ll be involving IT.  Did you just shudder when you read that?  Yeah, me too.  Here’s a list of FREE web analytics options.

• Google Analytics
• Quantcast
• AW Stats
• Webalizer
• W3Perl
• Piwik

My personal cocktail is one part Google Analytics and one part Quantcast.  With those two you get all the information you need to be successful.

Content Management
Great, you’ve the got the analytics sorted out, but now you need to start thinking about managing all the content you’re going to have on the site.  Lucky for you, there’s a bunch of options.

• Google Sites
• WordPress
• Expression Engine
• Plone
• Slash
• Drupal
• Joomla

I personally like WordPress for sites that are going to be primarily text and image driven.  This site is built on WordPress.  The WordPress community is enormous, allowing you to benefit tremendously from the innovation of others.  Wordpress also has a library of design themes to pick from; all are customizable to your liking.

Site Design
Let be clear, there really is no substitute for designing your site with the help of people that understand your brand’s DNA.  This is one of the major reasons agencies are leveraged.  From the art director to the designer, you’ll have a team of people to think about your brand and come up with the right blend of design and experience for your needs.

Ok with that out of the way, there are ways to design your site on the cheap.  If you didn’t want to use a CMS that leveraged themes, like WordPress you’re going to need a design for your site.  Honestly, there isn’t a better option than Template Monster.  From less than $100 to several $1000, you’ll have a variety of creative options to pick from.

Misc. Features
There are things you’re going to need/want beyond the research, measurement, CMS, and site design.  Here’s a list of common site content add-ons that are all free or damn close to it.

• YouTube – Video Hosting
• Blogger, TypePad, and WordPress – Blog Engine
• PBWiki – Wiki Content Enabling
• Yuku and Pro Boards – Message/Bulletin Boards
• Ning – Create Your Own Social Network
• Flickr and Picasa – Photo Hosting and Streaming
• Free CRM and Sales Force – Customer Relationship Management/eMail List and Distribution
• Mofuse – Develop Mobile Version of Your Site

I hope this helped.  You can be smarter, you don’t need to outspend, you can out think.  If you have things you think are worth adding to the list, please let me know.

SPECIAL NOTE: I don’t normally use the term Web 2.0.  I find it silly, unnecessary, unsophisticated, and irresponsible.  However, given that so many people have helped make it common day language, I thought it appropriate to include the terms in the title since many of my recommended solutions fall within the “web 2.0″ umbrella.