Most small business websites should do the following:
- Be accurate and informative
- Generate new business
- Help to retain existing business
But, in truth they tend to fail because of:
Be accurate and informative
- Many small business websites are not kept up to date, they have outdated contact details, poor product/service information which in general gives users a bad experience and only has a negative effect on the business.
Generate new business
- People are not directed to the site through online and offline advertising and marketing, meaning that the only people using your website are the ones who already know about you. There are many cost-effective ways to get new business through your website.
Help to retain existing business
- Do you collect their email addresses in your business? Does your website collect your customers email addresses? If you do not constantly keep in touch with your existing clients telling them about events, special offers and promotions you are losing out on profits. There are many ways a website can help your business to retain custom and to increase frequency and value of customer spends without a great cost (If any).
A small business tends to have a website built because ‘Every business needs a website' but then do little with it, it becomes stale and outdated, a website needs to be an extension of your business and should be part of your advertising and marketing strategy, it should be as important as your premises, your staff, your goods or services!
If you have read to here and are thinking “My website works well for my business and it is something I am very proud of!” then great and congratulations on your achievement, but how many small businesses can honestly say that their website is a profitable and successful part of their business!
There are 2 ways to successfully market a website to existing and potential customers:
- Offline – Newspaper advertising, leaflets, posters, Yellow Pages etc.
Offline – Newspaper advertising, leaflets, posters, Yellow Pages etc – I advertise offline in these places AND promote my website on my advertising, which is great, but you can improve on its effectiveness.
Online – Search engines, directory websites, http://Yell.com etc – I am not sure how these things work and I get bombarded daily with telesales calls about advertising on this website/that website, top results on Google, search engine optimisation for your website etc. It isn't the minefield you may think it is, there are simple steps to ensure any online promotion you do is cost-effective and will work.
Don't be scared by the internet, it is a probably the most powerful any small business can utlilise to not only grow their business but also to retain the existing clients they have. The internet is not the confusing place many think it is, the world of websites does not need to fill small business owners with fear!
We have, here at Activ Web Design, helped many small businesses realise the power of the internet and what it can do for their business. We talk to you in a language you understand without all the techno-talk used by traditional web design companies, we are here to help your business succeed online, not to confuse you!
