Back to basics: forget about fancy Web sites. For real online marketing results, just focus on the basics.

Aquatics facilities of all types and sizes can maximize attendance and program participation through development of an effective Web site. More than just a means of providing information to members or guests, a Web site provides visitors with first impressions of your facility, offers a variety of marketing opportunities and is a means of interaction between you and your members or patrons.

The benefits of developing and maintaining a Web site include the low cost of updating content, the ability to present photographs and other graphics, and the ability to interact with visitors using comment forms, class registrations and special announcements.

While the Internet's massive capabilities offer almost limitless possibilities for Web site content, aquatics facilities should include standard information and services on their sites before becoming overly creative.

Here are some basic elements to include on your Web page:

* Operating hours. Post the hours you're open each day of the week. Include applicable seasonal changes.

* Facility features. Provide information about your facility and what you have to offer. This is your opportunity to excite visitors. Depending on your technical abilities, include photos, slide shows, short movies or 360-degree panoramic views. Depict participants having fun at your facility and describe why they're having fun.

* Programming schedule, post the hours in which you hold learn-to-swim classes, water aerobics classes, team practices, lap swimming, recreational swimming and all other programs. Have a procedure in place to update your site as these schedules change.