Marketing Essentials Part 4: Having a Website

Do you think your business doesn't need a website? Do you believe that people in your town don't care about the Internet? Do you feel that selling locally absolves you of web presence?

You might want to think again.

According to eMarketer.com and Techweb.com, nearly 400 million North American residents had Internet connection in 2007. By 2008, over 67% of Canadians and 70% of Americans were plugged into the Internet. In early 2008, 7.8 million Canadians were online every day, and 172 million Americans were online as well.

Not too shabby.

What are these people doing online? They're surfing the web, culling information on what they want and need, from music to online education to telephone numbers to store hours. They're being entertained, they're getting informed, they're making decisions…

…and they're shopping.

No matter what type of business you have, from local to international, from small to mega-corporation, from car mechanic to sports equipment store to handcrafting artisan, you need to be online. Ignoring the Internet's existence translates to neglecting your business.

Not An Online Business? Not A Problem.

A website doesn’t mean you need to sell over the Internet or get into ecommerce. Web presence can be as simple as a single profile page and some contact information. Consider a website as an introduction to your business that gives consumers the information they need to know.

Web presence is a virtual 24/7 sales representative working hard for you all the time, every minute of every day. Having a website conveys credibility, helps reduce your workload by answering questions and encourages consumers to become customers.

Information, Please

A website is a great place to pitch your products or services, and it helps cut down your workload by giving people answers to their potential questions.

Include information most frequently requested by customers. List your products or services, indicate your location, post your store hours, add an FAQ page and have past client references. Make it easy for consumers to access your business and learn more about what you offer.

Contact information is crucial. If people can’t contact you, how can you sell to them? Clearly post your email address and/or a telephone number where people can reach you.

Low Cost, High Returns

The cost of having web presence is very low, but there are some expenses involved. They’re tax deductible as a business expense, though, and the potential for high return makes the cost worth it.

You’ll need web hosting (or a place to put your site in the virtual world), and that averages about $250 a year – or even lower. Choose a hosting service that offers good support and one that you can reach easily for help.

You may need to hire a designer to help build your site properly. Shop carefully and compare the quality of services, not the prices. Ask for samples and client references, and make sure you know what you’ll receive for your money.

There are also many do-it-yourself web presence options, too, if bootstrapping is a consideration. Do make sure that the DIY option you select offers quality design templates and options. Keep in mind that most free options are noticeable as such, and that clients may think you cheap for choosing free.

Before making a move to build a site or to have one built for you, consider branding and design carefully. Have a nice design that reflects your business brand and one that shows you’re serious, not skimping. Be consistent with your business colors and logo, too.

You’ll need content as well, and you can write your own or hire a skilled copywriter for your needs. Your content should clearly indicate who you are, why people should choose you and the benefits they’ll achieve from your products or services.

Little Details that Matter

Select a domain name that is the same name as your business (or a shorter version of it if your business name is long) or a name that is extremely representative of your business. Think carefully and choose a domain that is easy to say, type, and remember - being memorable gains you customers.

Choose a design that reflects your brand, your image and your business. Be consistent with your brand throughout all your marketing. Convey a good emotional impact, a clear message and the same image. Help people associate feelings with your business to reach them easily.

A website is built like a physical store. There is a door to enter (your landing page) and pages people can visit (your departments), as well as a general flow of traffic around displays (your navigation). Plan how you want people to arrive, what you want them to see first and where you want them to go after they arrive.

Using your Website as a Marketing Tool

Some people erroneously believe that slapping up a website instantly brings in customers and fortunes. That’s a myth. Today’s Internet is very crowded and competitive, and people won’t find your site unless you tell them about it..

Exposure doesn’t mean extra work for you. Add your website address to your business card. Put up a sign at your store. Tell friends and family; spread the word. Integrate your website address on your answering machine message and include it in your email signature.

Ask customers if they’ve seen your new site, too. Promote your website all the time. Give people a business card and point out your site address. Tell them to visit and give you feedback or indicate there’s more information about your business easily available.

You can also use email marketing to promote your new site launch. Email marketing lets you send out a message to people that tells them the big announcement.

The more that people see your business name – no matter where or how – the more exposure that brings you. Presence keeps you in the mind of the consumer, and the more they think of you, the more likely they are to buy.

One surefire way to maintain that presence is through the use of business cards – no, they haven’t gone out of style and yes, your business needs them, even if all your business is carried out online. In the next article of this series we’ll teach you about the types of cards that gets pocketed, when to give them out and where, and fast tips to get the most from a true marketing essential.