Does Your Small Business Need a Website?

It’s a strange question isn’t it? Studies indicate 50% answer yes to this question , while the other half either are unsure, or say no. Interestingly, most people either don’t understand the power of the web, or are worried about the costs. There are many businesses and organisations in the industry of web design and web development that don’t work the in the best interest of their customers, namely you.

In the shortest way possible, the MAIN reasons to have a website for your small business or home based business is: Convenience for your customers, and Educating them on the full breath of your services as well as acquire new ones.

Latest research indicates that people turn to the web when looking up information and phone numbers in this day and age, more so than they did five years ago. In the past, having a presence in the yellow pages, the local newspaper and various phone directories was enough. Now, when people need a phone number, instead of turning to 118 type phone numbers, they turn to the web.

If you haven’t got a site, then how would a customer that remembers your name and location, but not your contact details get in touch? If they turn to google, they are exposed to a number of adverts that compete for your business name and service, and may be tempted to go elsewhere if they can’t locate you on the internet. Your website acts as a calling card, and an easy reference to you.

On the same note, if people are googling for a service locally, the chances that a business with a website would get the business are much higher than one without.

Again, people these days hardly hold on to paper brochures and business cards. So often lose out on additional services that they would have been better placed to provide, simply because the customer was either unaware, or forgot that you provide that service in addition to what you already do. Your website serves as an online brochure in such scenarios and can be used as selling additional products or services.

Let me give you an example.

Catering Business Marketing Case Study

I had a friend to ran a small catering company, where he would prepare meals for local meetings. Let’s call the company “Town X Catering”.

Traditionally his business had been word of mouth, and he never needed to advertise, and as such, never thought he needed a website.

Over time, as his contacts started moving out of where they were, and new people slowly filtered in, he saw a very gradual decline in his business. One day he thought he was confused enough to actually pick up the phone and start calling all the businesses that used to drive his sales.

He then collated all the answers he got as to why he doesn’t get enough business off them and classified them into:

• Recession
• Didn’t know who he was
• Found a cheaper supplier
• Moved catering inhouse
• Found a caterer with variety

Of these five reasons, the three that perplexed him were:

Didn’t know him – they have ordered from him before, but the contacts have moved on – surely the previous contact would have left his details with the new persons? Sadly, not. Often supplier contacts can be details that are left out. They may have a name, but no numbers etc.

Found a cheaper supplier. He wasn’t sure how they decided he wasn’t cheaper without giving him a fair trial.

Found a caterer with variety. Interestingly enough, he would love to do variety, but in the past these businesses had been strictly sandwiches only orders – they never actually asked if he could do other stuff. (he could!)

What did he do? Well we had a few conversations, and decided to create him a website. The site was designed to reflect the quality of his work (hygiene, awards, time of business existence), the full range of services and menus, a range of price bands, as well as easy ways to contact – phone number and email.

With a bit of work and some search engine optimisation, when you googled “Catering in Town X” – his site would turn up at the top.

We then ran a mini campaign to all his past and current customers making them aware of the new website (via emails and brochures sent out). In 3 months he recovered a decent chunk of the business he lost, and we are hoping over time will be able to grow it.

The above is a decent case study for people working at home, or running a business at home, highlighting some of the ways a website can help and support your business. You should also see my other articles on making money.!