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How important is a website for SMBs and independent consultants?
Are websites the new storefronts? What are some tips for constructing an inviting website that will draw in customers?
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4 Answers
It is absolutely vital for all businesses but the kind of site is dependent upon your business. We are all familiar with e-commerce sites that need shopping carts and payment methods. For service providers and some other sites you need what is referred to as a brochure site. Basically, it provides information about your company to consumers and/or other businesses. It is not a sales site but a marketing tool to tell your story to your target market. Tell the company story, its mission and vision, what it may do for the community and what it can do for a potential customer.
Many local businesses think they don't need a website because they are only after a local market. That is a bad assumption. Today people will search the Internet for local businesses rather than the Yellow Pages if they can remember where they put them. Websites can be created with SEO (search engine optimization) that will enhance your ability to be found by potential customers that are local while still having a national presence. Just think if you sell a local craft or food that isn't much known outside your area how excited someone who moved across country might be to find your company and place a nostalgic order.
The advantage of a website for a local business is that you can keep it up to date with information such as hours that might change with the seasons; new products; sales; special events without the cost of major advertising. Consider having forums for questions and sharing of information, your blog, options for social media, etc. A well designed and optimized website is a marketing tool that works 24/7 for your company.
As a consultant who started my own business a few years ago, my answer is unequivocably yes!! I actually developed my website along with my business plan. It forced me to keep asking myself, "If a potential client looks at my website, will it give them the information they need?" ... to pick up the phone and call me. It helped me to develop my scope and description of services, my professional qualifications, profile, resources ... virtually everything. It even drove me to creating a blog where I post all sorts of information that is helpful to clients and others. I figured if I look good on my website, it should be that good first impression we are always trying to create.
Your website sells 24 X 7. And, depending upon your skillsets, it can be easy to change and update frequently. I would be less than honest if I didn't admit that I changed my index page when I knew a specific potential client was going to be looking at it. I find my website an indespensable partner in my business.
Clearly the answer is yes. Both Gail and Eric above provide solid reasons. One of the main reasons it should be looked at as a "must" is that it will serve as your "home base" online. It can (and should) include your blog, contact information and connections to any and all of your online social activities. With your site established and clearly stating the value and offerings of your company, you will be able to enjoy the cross-connecting and linking from your LinkedIn profile (you do have one, right?), your Twitter account, Facebook fan page, Google profile, Google Places, back to your website as well as the reverse. Remember the expression, "you want to hang out where your customers are", and this will help you grow your visibility and reputation. It will add additional credibility and "findabililty" to your prospects on Google, Bing, etc.
Another significant reason to have a website is that it can provide helpful information about who is visiting, what they are doing on your site, where they came from and more. Using web tools such as Google Analytics to gather this information will be very helpful as you learn about your customers and prospects once you have it configured to capture your website activity.
Lastly, it gives you some control over your company name and branding. If your company name is "BooBooBears" and you own that domain name, you are in control of the online presence, much better than having someone else claim the name and detract from your good name and business. You can then incorporate your domain name into your Twitter name, your customized URL's for all of your social media sites like facebook.com/booboobears, etc. Here is a post that adds some detail to this suggestion: http://ftf.sh/k2s5
Your website is your online business card. If nothing else, many people will go to your web site to learn more about you, things that just can't be printed on your business card. If a picture tells a thousand words, your web site is your business picture for anyone wanting to learn more!
It's a must. It doesn't have to be expensive, fancy, or anything else. Make it professional, and informative at a minimum, it will make your business credible.
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