Are you one of those folks who think your business cannot survive without a web site? I recently read in a major magazine that "web sites are crucial if you want to compete in the global market; or if you want customers to know you even exist. That statement got me wondering about how effective web sites are to increasing sales, services or making a real difference to a company's bottom line.
It's true that the cost of your online Internet presence can range from $7.95 to $24.95 per month, plus the cost of the domain name, sometimes included with hosting fees. Web site design can range from $45.00 to $200.00 per hour depending on the design of your site; and let's not forget maintenance of your site; it's a little known fact that a web site does not run and update itself without the assistance of a web developer. If you are not sure your web site is doing your company bottom line any justice, ask yourself these questions.
1. What did you originally think the website would do for you and your company?
2. How much is it costing you to be on the Internet and how much of your business is coming from your Internet presence?
3. Do you get any feed back about your company, products or services from your customer's via your website?
4. If the Internet is mainly a research and communication medium, what research data are you gathering from your site?
5. The Internet is available 24/7, do you benefit from your site being available 24/7 and if you do, how?
6. Does your domain name speak to what your company does or who you are?
7. If you removed your web site from the Internet today, what would change about your company, products or services?
Most small and mid-size companies do not give a lot of thought to the purpose behind creating a web presence. Having a web site is a clear indication that you are cool, hip and technologically savvy, but it does not mean you are going to make more money and attract more business.
So what is a business owner with a web site to do? It may be better to have a simple one page web site that provides basic information about your company and a means of contact. The fancy flash engulfed sites, with bells and whistles, may be fashionable, but it may also make it difficult for customers to navigate particularly when you try to address everything, including the kitchen sink.
I recommend keeping your site relatively simple. You can always develop more features over time, but until then stick to the basics. Adding complicated graphics and sound will slow down older computers and frustrate customers who will get tired of waiting for a page to load.
If you are looking for a way to make your web site work for you consider, designing it in such a manner that gives your customer the information they need most about you and what it is you do.
If you sell stuff, say so, if you provide services, say so, if you are an information station, say so. Don't beat around the bush and try to insinuate something that is not so, be upfront, straight-forward and truthful.
The major problems that most businesses have, particularly new businesses is that they don't do what they need to do, when they need to do it and a web site, properly designed can help. If you are a small business, act like a small business, but deliver like a great business. Call customers back, don't duck and dodge creditors, deliver products and services in a timely manner; and use your web site as a sounding board and information center so your customers can talk to you and you can respond to them.
A web site is like a business; it's really about building relationships and keeping your customers coming back again and again.
About the Author
DETRA D. DAVIS is a writer with more than 20 years experience in business-to-business, business-to-consumer copywriting. She creates instructional, operational and how to manuals for business and industry, currently working with J. Davis & Associates, http://www.jdavisassociates.com