Put the Web to Work

October 2014

The web has grown up. It's more sophisticated, more productive. No longer content to just supply information and entertainment, it has become a place of human interaction--where businesses have the opportunity to build meaningful relationships with customers.

Do you have a working web presence? Beyond simply creating a professional image online, a good website works around the clock to sell your products and services, interact with customers and vendors, generate new leads, and generally represent your business to the world. Today's websites are far more than glorified brochures; they are hard-working employees.

The internet allows small businesses to access and gain from a market that is not efficiently available through other channels. The web is an entire universe of customers; it is a market of demands and it is imperative that you as a supplier of flowers, baked goods, legal services, real estate, money management, massages, well-prepared meals, or widgets, be present. Additionally, unlike traditional marketplaces where folks go to buy and sell, the internet is increasingly becoming a place where people go to gather information before they act.

Your website is your voice in the vast online market. Make sure that you are taking advantage of technology and tactics that will keep it fresh and engaging--such as:

Using the internet as a custom application. One of the most overlooked values the internet offers to small businesses is its capacity to be used as a dynamic and powerful application. Forward-thinking companies have already begun using the internet to better communicate with employees and customers. Imagine having customers and employees interact and share data on one online system accessible anywhere and anytime with no software to install.

Inexpensive & frequent advertising. A website designed with a content management system (CMS) allows the owner to make quick and effortless changes anytime. Businesses can have an online brochure that displays products and services, and describes them in greater detail online than by using any other marketing channels at a fraction of the cost of paper media. Most importantly, they can also have a dynamic forum for interaction.

Your business stays open 24/7. Having a website means that your business is working 24/7, 365 days a year, in every country around the globe, and reaches a broader audience than any other medium. Therefore, it is an extra convenience to your customer base at no additional cost to you. Now that’s good customer service. A simple “Contact Us” page where customers can enter their information and ask you questions at any time of the day allows you to see what types of inquiries your business gets. By collecting email addresses, you now open up an avenue for emailing “prospects.”

Most content rich medium. The internet by far offers the most flexibility in communicating to your clients and potential clients. Anyone that visits your site is there to look for precise information that relates to them. You can use audio, video, or graphics to convey content.

Having a good website builds credibility. It sends a message that you are a serious investor in your own business by trying to make it as seamless as possible for customers to reach you. The web is the number one place that people turn to find information and, if your business is not there, you make it more difficult for people to find you and essentially remove yourself from the competition.

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