Millions of people use the Internet every day to gather information, network and shop. A strong web presence will attract these potential customers, literally putting a website to work for your small business.

The Marketplace is Changing

Customers today are turning to the web rather than the yellow pages to find the services and products they desire. The population is growing increasingly Internet savvy and over three-quarters of U.S. households now have broadband (high-speed) Internet. This number is rising fast.

It’s easier for customers to let their fingers do the walking on a keyboard rather than thumbing through a heavy book of listings. It’s quicker to let a search engine do their work for them, then seeking frustratingly through a myriad of often-confusing headings found in the yellow pages.

People expect to be able to find what they need on the Internet. Websites optimized for search engines will be the ones that get noticed.

Saving Time is Saving Money

Time is valuable, why should a business waste it repeating the same basic information to customer after customer, when a quality website can do the job instead? Customers need information such as business hours, contact information, products, services, pricing, etc. All of this can be conveniently displayed on the web for customers to peruse at their convenience. This leaves businesses with more time to work on providing the quality products and services that satisfy customers and keep them coming back.

A Unique Marketing Tool

A quality website is an excellent marketing platform for any small business. Where else can you make changes to your marketing campaign at the drop of a hat, while at the same time incurring no reprint expenses? If you change your mind about details on a sale you’re having or how you want to market a particular product or service, it costs you little or nothing to make the necessary changes. Not only that, marketing on the web reaches a global audience, and can open up entirely new markets to you.

Web marketing is easily linked to all other marketing efforts. A website is your Grand Central Station. All you have to do is include your web address in your ads and customers can go to the site to find out more about your business, check out your latest specials, learn about your products and services and get whatever other information they may want or need. It’s the perfect marketing tool, especially for those on a limited budget.

In addition, websites can be set up to allow users to offer quick and easy feedback on your business, products, services and marketing efforts so you can continually strive to serve your customers better. Customers feel better about a business when they know their input is encouraged and appreciated.

With easily configured analytics software, you can be provided with a slew of valuable information about your visitors and marketing efforts and easily measure results.

Small Business Websites are a Customer Service Powerhouse

Not only can a website help you serve more customers, it can help you serve existing customers better. New customers don’t need to wait for a brochure in the mail or the phone to be answered. Helpful information can instead be found on your website, such as frequently asked questions, directions and company information. A website gives customers 24/7 access without extra overhead costs for you.

Existing customers can conveniently shop after-hours when your business is closed. New support channels such as a helpdesk, a searchable knowledgebase, and a discussion forum save you and your customers phone time. These capabilities also allow your current customers to help new customers, thus saving you even more time and creating a new level of support for your business.

Websites are an especially valuable tool for those who prefer to be fully prepared and informed before making a purchase. About half the population are introverts. These customers don’t want to be bombarded by sales tactics or feel pressured into making a purchase. A website allows them to browse at their own leisure and not have to feel pressured by face-to-face contact. They will feel more confidant knowing what they want when they come to your place of business or can even make a purchase from the comfort and security of their own home.

Cost-Effective Advertising

New markets and potential areas of growth are continually popping up on the Internet. Visitors to your website are generally more targeted than those viewing traditional print ads. They are often people who are searching for related products or services. This means more bang for your buck.

Consider the millions of people you can reach online, and you’ll realize how cost-effective a website really is. It is, in fact, amazingly affordable. Full-color print ads can cost thousands of dollars per month and reach a limited amount of customers. A website offers the same capabilities as a print ad and more — reaching more potential customers, allowing for video and pictoral displays of your services or products, space to write as much information as you need, and providing customers with feedback and other interactive capabilities — all at a much lower cost.

After the initial cost of building a website, the cost of maintaining it is much cheaper than the thousands you could be paying for print advertising.

Consider all the opportunities and capabilities of a website, and you’ll realize the cost-effectiveness of reaching more customers for less.

A Note About Quality

Your website reflects your business. For small businesses, a well-built website can help level the playing field against larger competitors. A professionally designed website shows you are competent and ready to do business.

You could have your nephew design your website and it may even look professional. However, there are many underlying ingredients to a website that only an experienced professional can help you get right. These ingredients produce a site that is user-friendly, highly accessible, fast, search-engine-friendly, easily maintainable, and much more.

A nice design is only a small facet to the overall performance of your site. It’s worthwhile to invest in a professionally built website from the start. The rewards will pay off handsomely for years to come.

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