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Our "Biz 101" tech makeover winner learns to save time and money.

This story appears in the February 2005 issue of Entrepreneur. Subscribe »

By the time you read this, Purse-snickety!, the winner of Interland and Entrepreneur's web makeover contest, will be mostly done with the holiday rush. But we caught up with owner Deborah Nail as she was gearing up for the big wholesale and retail season. One goal Nail, 41, had was to boost the retail side of her redone website,, after focusing on wholesale orders. Snagging retail sales means getting the word out to potential customers. You've probably heard a lot about pay-per-click keyword advertising with search engines. Here's how Nail's experience went when she first signed up with Interland's MyEzClicks program.

The first requirement was to choose about 20 words and phrases that would act as triggering search terms. Some of the ones Pursesnickety! settled on are "feather purses," "reversible purses," "cocktail bags" and "fashion purses." The cost of the service is based on results, with plans varying depending on the number of guaranteed clicks per year. Within one week of starting the program, Nail received 50 e-mails from website visitors. "They're qualified," says Nail. "They are people who are really interested. This is really going to boost our business."

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