You are now embarking on Web-to-print. Please keep your hands inside the vehicle at all times. You might experience a few jumps and jolts at first, followed by a few shaky twists and turns. But not to worry, this course has been navigated by more than a few of your peers. And more often than not, once the initial bugs subside, Web-to-print (W2P) proves time and time again to be one heck of a successful ride.

Need more proof? According to the 2007 NAPL Digital Services Study, 61.2% of users are pleased with Web-to-print's effect on their businesses. Only 3.4% have found it to be negative, while the remainder are either neutral or think it's too soon to tell. Pretty strong support for something that, at first, many printers were as apprehensive about as riding the latest Monster Coaster.

So let's take the preflight jitters out of the W2P process by breaking it down into a few simple steps you need to know to get started.

Wait a second...

You've read all about W2P, you've told your colleagues about its value, and you're convinced your business can't be without it—you're right. But wait a second, are you sure you know what W2P is? If you had to define it dictionary-style, could you? If you're like most of us, the answer (once you really think about it) is no—but that's not your fault.

W2P is an overused term that is defined differently by pretty much anyone you ask. There are details upon details to get caught up in. The best advice I can give you is to stick to the basics. Ignore the add ons and the run ons and focus on the major, money making aspects of the tool. Here are the highlights of what exactly W2P is:

Virtual Storefront: A 24-hour, seven-day-a-week tool your customers can use to request estimates, place orders, even send files and view and approve proofs (depending on the tool). Some options will also allow you to create customer specific ordering areas within your website.

Marketing Tool: A place to tout your very best to an audience that wants to hear it. Increase profit from existing customers by educating them on products and services they may not know you provide. Drive prospects to your site and wow them with the ease of doing business with you.

Point of Differentiation: What sets you apart from your competition? Your W2P solution! The ease of use, the time and, in turn, money it will save both your company and your customers. Let your prospects know about it, but make sure your solution backs up these claims. Even if every printer you know has a similar solution, it's how you use it (and make the very best use of it) that will enable you to sell your W2P utilities as a reason to chose your company over other printshops.