Students applying to colleges can now use something called The Common Application, an online form which allows them to apply to several schools at once. The Common Application web site asks: “With 298 colleges and universities to choose from, and one easy form to complete, why would you apply any other way?”

The University of Chicago knows why! They use, and take pride in, their uncommon application, especially - its quirky essay questions. “We think of them as an opportunity for students to tell us about themselves, their tastes, and their ambitions. They can be approached with utter seriousness, complete fancy, or something in between.”

Examples of recent questions are:

• Write an essay somehow inspired by a super- huge jar of mustard.
• How do you feel about Wednesday?
• If you could balance on a tightrope, over what landscape would you walk? (No net.)

The University of Chicago strives to show that they are looking for the uncommon student. Applicants enjoy the opportunity to express themselves and it is often one of the key reasons they choose to attend the school - especially after weeding through predicable and boring applications of other colleges.

So, how does this apply to your web site?

Your Web site is an important marketing tool. It is also important that it not be predicable and boring. Of course, you need the basics: Clean, simple pages • Intuitive, consistent navigation • Quick load time.

But that is not enough. You have to show your prospective customers what makes you special, uncommon.

Examine what makes your business different from your competition and emphasize those differences on your web site. Show your prospective customers how those unique qualities benefits them and can solve their problems.

Why would you want to be like everyone else?

This year’s essay question asks students to respond to the following quote by jazz trumpeter Miles Davis:

"Don't play what's there, play what's not there."

The 38th Olcott Polar Bear "Swim for Sight" sponsored by the Olcott Lions Club is Sunday, March 4, 2007.

Hundreds of hardy (and maybe a little crazy?) swimmers will frolic in the freezing water of Lake Ontario in this annual fund-raising effort that aids the blind and visually impaired. Participants contribute funds they have collected from sponsors, friends, employers and co-workers.

Thousands of spectators will join in the day's many activities. There will be food, fun and even a Polar Bear Queen Contest.

Too chicken to swim, but still want to help? You can bring a donation or mail donations to: Olcott Lions Club, P.O. Box 316, Olcott, New York 14126

I am included in the “too chicken to swim” category, but I was happy to be able to help the Olcott Lions Club with a web site to spread the word about this worthy cause.

For more information about the Olcott Lions Club and the "Polar Bear Swim For Sight," you can go to their new web site:

Have you heard the story about Skidboot the Dog?

You'll want to watch this heart-warming video from the "Texas Country Reporter" with Bob Phillips.

It is not just about an amazing dog and how he changed one man's life. It is about how joy can come into your life in unexpected ways and from unexpected sources.

Annette Riley Web Design combines an art background and many years experience working in small business settings. My clients are small to medium size businesses, which I have watched grow and change over the years. Other clients, locally and around the country, have hired me to do updates and periodic maintenance on their web sites, even though I am not the original designer.

I enjoy helping other business owners grow their businesses. I measure my success by their successes.

You are good at your business. I am good at Web sites. Let’s put our talents together! Call or e- mail me so we can talk about your business and how I may be able to help you.