by Jonathan Fink of Oxford Web Group

Once a month the Oxford Web Group convenes to untangle the web', in seminars designed to make sense of web marketing and web technologies.

But do not be put off at the prospect of a room full of geeks' speaking incoherent computer babble.

We created The Oxford Web Group to appeal to technical newcomers, as well as to the computer literate. No questions about websites or search engines are considered too basic, or too obvious, to answer, and we have banned off-putting jargon and annoying acronyms.

Six months ago, I got together with four other web technology and online marketing companies, all of which are based in the St Clements area of Oxford, to have a rant.

Over a beer, we bemoaned the lack of standards in our industry and the creeping cynicism with which customers now view web marketing.

We came to realise that the profusion of companies operating as the web's equivalent of cowboy builders' were giving the entire industry a bad name.

We felt something had to be done to raise awareness of what we considered to be good and bad practices in web marketing, as far too few people are aware of the issues and the dangers.

The Oxford Web Group was the solution we came up with, and promoting best practices in the web industry was its primary motivation.

From the outset we decided the best way to achieve our goals would be through regular seminars.

We also decided the question-and-answer session that closes each meeting should be written up and made freely available to attendees on the web, along with all the presentation materials.

Few companies realise that by following best practices in web marketing, they have a better chance of turning their websites into an effective sales tool.

We hope that business people attending our sessions can be helped to make effective decisions in selecting providers of web services, and can be educated to avoid costly mistakes.

Six months on, and it is proving to be a popular concept, attracting up to 50 companies a time for our seminars.

Attendees range from sole traders and start-ups, to business owners and marketing managers in well established businesses, university spin-outs, charities, and even business consultants.

The networking aspect of the group is something we did not anticipate. We thought people would come to listen to the seminars and that would be all. But people come to the seminars to learn and network, something we are seeking to capitalise on.

The format we use is very different from traditional networking groups, of which there are already a huge number in Oxfordshire.

The Oxford Web Group is designed to be educational and not motivational'.

We do not engage in any hard selling, and there is no pressure on attendees to generate leads' for other companies.

However, we are keen to facilitate contacts between attendees, and we are seeking to expand the group's membership.

We are planning a members' directory, a discussion forum and an ask-the-expert' facility, that will allow people to share knowledge and make new connections with other businesses beyond the seminar format.

We have already held a dozen 20-minute seminars over six months, and plan to cover another eight topics this year.

These will include issues such as web project management, accessibility and compliance, and the general "everything you always wanted to know about the web, but were afraid to ask."

The group's success has been helped by strong support and encouragement from local organisations, including Business Link, The Oxford Trust and the Oxfordshire Enterprise Hub.

Members of local networking groups have also got involved in promoting the seminars, and the benefits to their members.

We do not see The Oxford Web Group as an alternative to traditional networking. It is all about learning from experts and from other business people.

If The Oxford Web Group can help businesses to make fewer costly mistakes, and turn their websites into effective sales resources, then we will have done our job well.

Anyone wishing to get more involved, or be a guest speaker, should get in touch.

Seminars are held monthly, from 6pm to 8pm at the Science Oxford building, on the corner of Cave Street and St Clements in Oxford. A buffet is provided.

n Contact: Oxford Web Group, www.oxford-web-group.org.uk