subject: Why should a small business have a website? [print this page] Why should a small business have a website?
If you are the owner of a small business you have no doubt looked into the possibility of having your own website. You might also be wondering if there is any need for it especially if your customer base is local and you don't sell physical products online.
There are many reasons why a company would benefit from a website other than the direct sale of products or services. A word of caution though, a poorly designed and maintained site could cause more harm than good. Think about your site the same way as you would think about your shop front. Would customers want to enter a shabby, messy store that gives a confusing image as to what the business does?
A good website will provide information and lend credibility. Just like an advert in the Yellow Pages, a website at the most basic level will give some legitimacy to your company and give you the chance to build an initial customer relationship. Upon reading about your products, a potential customer might feel more comfortable about calling you and establishing business with you. Simple details like a map, phone number and address provide value and improve the customer experience.
If the team behind your website have done their planning well, the site will help you to reach your local market. The first port of call when planning a purchase is now the internet for many people. For example, someone searching for 'a joiner in Glasgow' on google is a very good potentital customer. They are making this search because they have a need and are likely to do business with someone that they find through the search engine. A good site will be optimised for these kinds of searches. By thinking like a customer and taking advantage of this, you can really increase your sales. Web savvy customers will also share their experience online, which provides another new avenue for your business.
One major downside is of course, cost. The expenses associated with starting up a new site can appear prohibitive and when margins are tight, a big outlay is out of the question. There are design teams that will offer a monthly maintenance and hosting fee, which can be a lot more inexpensive than you might think. If you choose one of these packages, make sure that they are clear about the strategy that they will use to make your site more visible in the search results. This can provide real value for money.
There is no reason in this day and age for a company to not have its own site. As the government plans major investment in digital infrastructure, the need for an online presence will continue to grow.
