When I’m talking
with potential clients, I’m often asked “Why should I have
a website”. This is a very good question. Today, having a website
is a cost of doing business, just like business cards, a phone line and
credit card acceptance. A well planned and designed website can be a boost
to almost every business. In this article, I will give you some information
on the “Why”.
Why do you
need a web site?
A website can be a key ingredient of a businesses marketing attack. It
is a lead generator, it helps retain clients, and save on costs. In today’s
business environment, if you don’t have one, your competition most
likely does. Customers are increasingly net-savvy and are doing more and
more research online before calling a company. With 63% of American adults
and 75% of American children connected to the Internet, not having a website
puts a major hole in your marketing ability. In the past, people would
open the yellow pages. Today, more and more people are using the internet
to search for information, and finding not just a phone number or address,
but full catalogs and price lists, directions, color photos of products
and more, all without leaving the house.
The Lead Generator
Many people today look at the existence of a website as a ‘validation
of legitimacy’, much as we often look for the acceptance of credit
cards. People who are reluctant to call can at their leisure visit your
site and see what you offer. This means if its 3am on a Sunday, they can
get some information. A well designed website will have an easy means
of them contacting you, perhaps a sign up form they can fill out to schedule
a visit or request additional information. A website can also be used
by existing clients to generate referrals. A website is a tireless 24
hour a day salesperson that works to turn suspects into prospects, and
prospects into clients. Being able to learn more about your business will
often turn a browser into someone who makes that phone call, or stops
in to visit. Having a website puts you ahead of the competition. There’s
no delay in customers getting information on your products or services.
Imagine if your competitor has information online, and the best you can
do is send a brochure overnight. A day is a long time for that potential
customer to form an opinion.
Client retention is often tied directly to customer service. A well designed
website will have the important information on your business easily viewable.
Hours of operation, contact information, upcoming events, and directions
at the very least should be obvious. Many other parts are industry specific.
A supermarket could have their weekly ad on line, a hardware store could
have home repair tips, and the martial arts school could have training
materials and class schedules. Special offers can also be run, as well
as an organizational newsletter to keep clients and prospects up to date
on your business.
How many of us have printed flyers for an event, only to end up throwing
out hundreds of dollars in over printing or errors? Using your website
as an information distribution point can significantly reduce your printing
and postage costs. By putting items like student handbooks, employee guides,
and flyers online, you can save an enormous amount of money. Combine this
with a web-friendly email-marketing program and you can save thousands
of dollars each year. You can also improve on the quality of your handouts
and flyers by using full color and photographs, rather than the black
and white clip art we often see.
Now, it is important to do your email marketing in a friendly manner.
E-Mail marketing is covered in my “E-Mail Marketing Tips”
Now, two additional
areas you can use your website are “UpSells” and Retail.
Also known as Upgrades, Upsells are a great product to promote on your
website. Internal programs like Buyers Clubs, Access to expert advice,
special web-only content, discussion forums, newsletters and more. We
will use the example of a karate school. They want to increase student
retention so they add a signup form on their website for new students.
An option on this form could be for the “Black Belt Club”
which gives the student special services and access to a special area
of the website, for an added cost of course. A music store could have
a “Music Appreciation Club” which offers members only discounts
and other premiums.
Retail sales are an additional way to generate both profit and potential.
Without having to maintain a large physical inventory, pay utilities or
worry about shrinkage, you can often run an online store at a higher profit
margin than a traditional store. Without the physical limitations, you
can carry more merchandise. This allows a 1-person operation to look just
as impressive as the super centers. Care must be taken in the setup of
an online store to avoid fraud. Successful online retailing is covered
in my “Online Selling with Success” article.
Having a website is
an excellent way to generate new business, keep and grow existing clientele,
save money and improve your bottom line. It is available rain or shine,
night or day, helping you to grow your business. It also levels the playing
field, allowing you to compete equally with much larger businesses. With
more and more people each year using the Internet, a website has become
a requirement of business, much as a phone and credit card acceptance
did in the past. Remember, the Internet is one of the first places someone
familiar with computers is likely to look for information.