More and more companies these days are developing Internet Web sites for one of two reasons: to promote their business to their customers or to actually sell products and services over the Web. Promotional sites essentially provide a Web-based “brochure” for your business. They are relatively simple, with costs ranging from free to whatever you wish to spend. E-Commerce (transactional) sites tend to be more complex, more costly, and involve ongoing expenses.
For both, you will need to make careful investments of your time and resources, and do so with a strategic focus. Deciding if a Web site is right for your business may be one of the more critical decisions you will have to make. This decision should not be taken lightly. Business owners should consider four questions while doing their Web site feasibility study.
n How big is the whole market for your product or service?
n How big is a slice of your target market can you expect to capture via the Internet?
n Have you tested your assumptions? Are your customers likely to buy your products online?
n Is your business really different from your online competitors’, and can you sustain that difference after unveiling your plans?
Having an Internet presence requires more than just placing a site in cyberspace. There are responsibilities associated therewith that companies cannot ignore. Web sites require maintenance and continuous improvement. Keep the content fresh and current. Companies could use a “What’s New” or a “Preview of Coming Attractions” section to accomplish this objective. The site should also monitor feedback to ensure that the site considers its customers needs. Finally, don’t forget about advertising! Without advertising, your audience won’t know where to reach you.
Understanding your market is key to determining your strategy. Your customers exhibit buying behaviors that, if properly managed, could help attain competitive advantage. For example, consumers in the New Economy are shopping and comparing products online. What do you want to accomplish with your Web site?
A key factor to consider is the demographics of your customer base. Are your customers Internet savvy? Would you provide enough content to keep them coming back? Cyberspace has created a new marketing channel for companies to sell their wares. The difference between you and a competitor getting a sale may boil down to whose Web site was accessed first.
If you’re designing your own site (or paying someone to do it), there are two important issues you (or your designer) should consider: the information you want to include on the site and the design elements.
To bring visitors to your site and keep them coming back, your Web site should be informative, attractive and interesting. It does not have to showcase the latest in Web-based bells and whistles (which people often find annoying), but it must portray your business, your vision and your ethics as well as your products and services. Both what your audience wants and how you want them to view you are important issues for you to consider as you design your site.
The Small Business and Technology Development Center (SBTDC), through the UNC System, is the state’s economic development engine for helping North Carolina companies to be competitive. Call them at (336) 750-2030 for no-cost business counseling or go to www.sbtdc.org. “Your business. Better.”
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