Many small business owners create a website and expect that website to work miracles. They have heard about the importance of Internet marketing and assume that having a website is enough. If a small business is in a hot area, having a website may be enough. For others, an Internet presence may be a part of the marketing puzzle. In some cases, an Internet presence is counter-productive.
In deciding if an internet presence is right for your business and how much of an investment to make in creating a website for your business, you may want to consider a variety of questions including those discussed in this posting. As this list illustrates, it is critical to think about issues, rather than to adopt an approach because “everyone” else seems to be doing so.Â
What can an Internet presence do? A website can attract people who do not know about your business. It may help people who know you think about you, if you have a good rating with search engines. (Which explains why there are so many specialists in search engine optimization.) A website can help people who know you learn about your business as well. The website may have little impact in terms of actual sales. Â
How do your customers select suppliers?  Often, in the business-to-business environment, people who visit the website may not be making decisions. Instead, they may be in support organizations, such as procurement or accounting. In many cases, the people who are doing searches on the Internet are may be seeking information which supports the purchasing decision that has already been made.Â
Will your website be visited by your customers? When the website will be visited by advocates, rather than customers, sales can occur if the site (1) convinces people that they need your offering and/or (2) educates potential advocates so that they are able to talk with others about your services or they think of your firm/industry when a need arises.
Are your customers online? If so, it is easier to justify a website because your customer might search for the products and services that you offer. If not, remember that adding layers rather than talking with firms yourself can increase costs, cause confusion, and, in many cases, requires more time in the sales cycle.
Will your customers value a relationship?  Many customers want to know their suppliers. If a customer is spending what it sees as a large sum or is buying something important, the relationship can be paramount. In such situations, the customer may base decisions on information that is provided as well as customer referrals, face-to-face meetings, and dialogue. Websites may be unimportant to customers who rely on such approaches as part of their decision process.
Do your customers want or need for you to have a website? Customers may not need for you to have a website. If they do not need a website to access, learn about, or purchase products from, they may be slow to use the website, even if it exists.Â
How often will the website be updated? If the website contains outdated information, it may reflect poorly on a business. Rather than attracting and retaining customers, it may drive customers away. Alternatively, it could result in requests for services that have lower margins or reflect a prior direction of your business, rather than its current vision.Â
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