Bottom Line: John Landsberg's monthly column for Kansas City Small Business Monthly. 01-18-2008
Make the Web Work for You A well-designed Web site offers multiple benefits to any size company in any industry.
By John Landsberg
Wouldn’t it be great if your business could do an increased volume at lower costs? In reality, shouldn’t that be the goal of most small businesses? One of the easiest and most cost-effective ways to do that is to have a Web site that encourages your customers to visit frequently, and one where they can do business efficiently. Those businesses that simply use their Web site almost like a business card are making a big mistake.
Why Have a Web Site? There are many reasons why all businesses should have a Web site. But it is even more important for small businesses to have a Web site:
You can instantly present a professional image of your business whether you are located in Corporate Woods or your basement. Businesses like to do business with companies that look professional.
Glossy brochures can be very expensive to produce and even more expensive to update, while a Web site can be relatively inexpensive and easily updated.
Most businesses have normal hours. However, a Web site means your business is open 24/7 whether an employee is around or not.
You easily can expand your business now throughout the United States and even globally. Try doing that without adding additional staff and a travel budget!
You can instantly provide around-the-clock customer service. If your site is designed correctly, your customers can often get answers to their questions and solve issues without your assistance.
You can easily offer special merchandise, change prices, offer special sales, free shipping, etc.
If you relocate your normal business, you have to change stationery, business cards, phone numbers, etc. A Web site is always there working for you, and your Web address never has to change.
You can feature your employees and boost morale, recruit new employees or even provide special access for employees and valued customers.
A Web site can be a great equalizer for businesses. A professional Web site can generate quality leads that will, in turn, generate income. Or, it can enable visitors to see your products and services and place an order within minutes.
Attracting Folks to Your Site
The key is to get customers to visit your site. Think about the Web sites you frequent. What information do they contain that encourages you to visit often? Is the information updated? If you placed an order previously, is that information stored so that you can place another order with just a few clicks of your mouse? The number of Internet shoppers—particularly in the younger market---is growing by leaps and bounds. They want/demand a site that will enable them to place an order with a credit card. The business had also better be prepared to ship (preferably for free) items to them fast. Don’t expect Internet shoppers to pick up the phone and call if they have a question about an item. They want answers and they want them now! A special Q&A tab of frequently asked questions is helpful for some, but even better is live on-line assistance where a visitor can type in a question and get a real-time answer. Never forget that Internet shoppers are information junkies. They like sites that offer them lots of information and lots of interesting content. If you provide quality information and update it often, you can entice customers to return frequently. You can either design your own site with a professional software package or have a Web expert design one. Either way, the key is that you or your employees can make changes easily to keep it interesting and provide ongoing information. A Web site that only sells products and services can be okay. However, if you can provide information above and beyond strictly sales, it will be even better. As an example, a garden center can provide tips on how to grow certain plants, the best fertilizer to use, when to prune, etc. A good Web site is one that not only encourages current customers to visit, but also potential customers. In the fast-paced Internet environment of today, both your current customers and the next generation of customers are requiring instant information in order to make buying decisions. Your Web site can make that happen.
John Landsberg has operated Bottom Line Communications, a Leawood-based marketing communications company (www.bottomlinecom.com) for more than 10 years. He is also an adjunct professor of marketing, mass media, consumer behavior and public relations at Baker University’s School of Professional and Graduate Studies. You can reach him at
jlandsberg@bottomlinecom.com or (913) 338-5760.
