Does Your Business Need a Website?

Probably, but figure out the business justification before you spend a dime.

by Andrea Harris

Do you really need a website for your business? You’re busy, don’t want to bother, don’t want to spend the money. But then, there’s that nagging feeling that you ought to have a presence on the Web.

Before you spend any money on a website ask yourself these questions. The answers will help you understand first, if you need a website, and second, how a site could enhance your business.

Do your prospective clients use the Web to look for your type of products or services?
These days, people use the Web to find just about everything, even the ubiquitous kitchen sink! (That’s exactly where I found mine when I had my kitchen remodeled.) If you offer a professional service, your clients will expect to find you on the Web.

Do you sell or offer a service that people research before they buy?
Chances are, you’re not offering something that people buy on impulse. For example, if you’re a consultant, prospective clients will want to research your background. A website gives you an opportunity to explain your services and highlight your results via case studies.

Do your competitors have websites?
Imagine that a prospective client is considering hiring your business and is attempting to use the Web to compare your services to the competition’s. If you don’t have a site, it makes you appear less established and professional. It’s like not having a business card.

Are your competitors larger than you?
If your business is very small, or you’re just starting out, you may want it to appear larger than it is. The Web can help you level the playing field. A well-crafted, highly professional website gives the appearance that your business is large and established.

Do you spend a lot of time explaining your business to prospective clients?
Perhaps you’re a technology consultant specializing in a complicated area of business. You find yourself explaining exactly what you do over and over again. Instead, post a clear, concise statement of what you do on the Web, and you’ll head off those clients who never needed your type of service in the first place.

Is it important that your business project a highly professional image?
Perhaps you work at home in your bathrobe. Who needs to know? They won’t figure it out from your professional website. In fact, a well-designed site can project whatever image you want for your business, whether it’s ultra-conservative, or young and hip.

Do your clients themselves have websites?
If they do, you can bet that they consider the Web to be an important business asset and would think it strange if you don’t have a website as well.

Do you want to expand your business beyond your current customer base?
If you want to grow your business, you’ll need a website to reach clients in new areas. Suppose you’ve always focused on one industry, but now want to offer a new service tailored to a different industry. You could create a special section on your website that resonates with the new, intended audience.

Do you want to reduce your sales and marketing costs?
Printing collateral can be expensive. Then you have to figure out how to get it into the hands of your prospects. You can put the same type of content on your website, update it easily when you have changes, and send emails to prospects to entice them to your site.

Do you find yourself answering the same customer questions again and again?
Avoid repeating the same answers over and over by providing the information on your website. Your customers will be happy to get the answers they need at their own convenience.

Do you want to increase the effectiveness of your business development activities?
A website is a great way to reinforce the effectiveness of your other business development and marketing efforts, such as ads and press releases. If you put your Web address on all of your materials, you can draw people to your site, where you can provide more detail. If you speak at conferences or write industry articles to increase your visibility, a website can expand the highlights of your bio.

Now that you’ve articulated (at least in your head) the answers to these questions, you’ve got a good idea of why your business should have a website. You understand that a website isn’t just a "cool" thing to have – it’s an important asset that can work double-duty to help your business succeed. And even if you don’t expect new prospects to discover you via the Web, you know that a website will help you at the next stage, when clients are researching your qualifications and background. Not having a website is a knock-off; it makes you look like you’re not serious about your business.

This is the first in a series of articles that will help small business owners make wise, well-informed decisions to maximize their Web marketing dollars. My next article in this series will discuss how to choose a Web professional to help you create a site and achieve your business objectives.

© 2003 Minerva Solutions, Inc.

Andrea Harris, publisher of The Minerva Minute and owner of Minerva Solutions, Inc., helps businesses achieve professional, effective online and printed marketing communications. She previously worked at Compaq Computer (now Hewlett Packard), where she managed Web marketing for the server division. Contact Andrea at andrea@minerva-inc.com.