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Can a business web site benefit
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In spite of the fact that every web developer will tell you, you can't live without a business web site, in many cases pouring money into such a site can be premature and/or a waste of good resources. On the other hand, certain types of businesses may be able to add a valuable asset through a web site. How can you tell where you stand? Think of the web site as a you would any other business venture. Look at it as a revenue center and scrutinize it in the light of investment versus return. Although a site may deliver intangible benefits such as credibility, name recognition, etc., the main drivers when considering a site must be clearly tangible. It is a new division of your business and must run efficiently and pull it's own weight. Internet web sites have advantages over other advertising in that they are available to customers throughout the entire world, on a 7 days a week/24 hours a day basis and are comparatively inexpensive. On the other hand, they are only available to those who use an Internet connection for their research. Also, you must be found by those interested in your services or products, or the site will not be productive. So, keeping these caveats in mind, examine your business now and with an eye toward your future and try to imagine how this new technology might or might be right for you. If your client base is essentially local, you will not benefit much from the global exposure. If you feel your customers are not from the demographic sector that uses the Internet, the 7/24 availability will not be of much consequence either. In this situation, a web site might be an interesting project but will probably not pay for itself for a very long time, if ever. If you decide to go with one, be aware of this. On the other hand, if your business is linked to wider markets, such as the tourist industry, this very cost-effective global exposure might be valuable. It can save a lot of phone time to have all your goods and services listed in detail on the web. There are more than 100 million people accessing the Internet every day. A very small part of this market could make a significant impact on your business. Ask yourself if what you need is a 'brochure site', which is essentially a extensive online, informational brochure, or an e-commerce site where customers can actually purchase and pay for services and products. A brochure site is much less expensive to create and the monthly up-keep is nominal. An e-commerce site is more costly with higher monthly overhead but has the potential to create and expand sales and produce direct revenue for your business. Remember, as in any other venture, analyze your market carefully before embarking on a new sales venture. One more very important point: No web site will be a success if it is not found by the right people. Consider site promotion seriously in your budget. Let your current and potential clients know you are there through mailings, mentioning your site in all advertising you do, and registering your site at major Internet search sites. Internet search sites are indexes which allow visitors to search for other sites using relevant search terms (see article on searching on Internet search sites). Register wisely and you will be rewarded by numerous targeted visitors. As to site creation and maintenance, offer your project to reputable web developers and don't be afraid to get a second opinion. And remember, web developers know their business but you must know yours. A solid business plan that makes sense is the basis for a successful Internet presence. David Goldberg |