The distinguishing quality of the modern internet-what is popularly described as “Web 2.0”-is interactivity. Unlike the media which preceded it, such as print, TV, and radio, the Information Superhighway is a two-way street.

Websites aren’t just a repository for information-they are a tool to communicate directly and instantly with potential clients, customers, or donors from around the world. As the internet transforms global exchange, it is ever more critical that a website not only be impressive, but that it do what you need it to in order to serve your visitors in 21st century style.

A multitude of specialized scripts have emerged to organize the functionality of Web 2.0 sites, each designed for a particular purpose. These Content Management Systems (CMS) simplify the process of administering a website and include a broad range of functions, which are often further extended by the use of optional “plug-ins” or “mods”.

The style of a website built using a CMS is defined by a set of files known variously as a theme, skin, or template. While these terms are not, strictly speaking, interchangeable, they all refer to the customizable features and look that your designer will produce for you.

Your choice of script will depend on the features you require. Do you want to include a support forum? Gather questionnaires? Build an e-commerce store? Or do you need something completely original?

The vast majority of CMS scripts are based on PHP and execute a MYSQL database. Windows servers run a language with similar features known as ASP. The script being used can usually be determined from the extension of the web address in the browser bar; for example, a page in PHP might look like

http://www.yoursite.com/index.php.

There are three main types of CMS:

Open-Source-These scripts may legally be used and modified, and are usually (although not always) free to download and install on your host’s server. The most widely used systems on the net fall in this category, and one or the other is sufficient for a general-purpose site.

Blogging platforms such as Wordpress, B2Evolution and Typepad; forum scripts like PHPBB and SMF; as well as portal programs such as Joomla and Drupal are all open source. These widely used scripts are flexible and can often be adapted to a wide spectrum of applications.

One advantage of choosing an open-source script is that there is an abundance of designers who specialize in coding templates for each of them. Be sure the designer you select can demonstrate competence in working with the platform you’ve decided on.

Licensed-These scripts require a payment, usually annually, for the legal use of the software. Top-quality e-commerce, forum, and directory programs are often in this class, and you will probably want to license a premium CMS if you plan on building a major site around these concepts.

Custom CMS-Sometimes, the cookie-cutter doesn’t cut it. If the idea you have for your site is completely original, or important enough that you need not to wrestle with the weaknesses of general-purpose software, you’ll need to employ a programmer to create unique code for you. Naturally, this will be more expensive and time-consuming than simply having a template customized for an existing platform.

The choices you make at the outset will very likely be with you for the lifetime of the site, so it is critical to determine the right content management system…and be sure that your designer is qualified to work with it.