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As I’ve stated before, your company or organization needs a website. Yes, I know some local business owners think the web doesn’t apply to their company. That’s untrue. Your website needs to be about the consumer. For our purposes here, it’s all about them and the benefits you will receive if you make it about them.

What will it do for me?

It’s like any other marketing (TV, radio and print) … but better. You see, these other marketing avenues can’t provide an easy way for your customers to interact with your company. TV ads can’t get provide a way for your customers to buy from you on the spot. Radio can’t be a two-way communication channel. Print ads can’t give all the information you need consumers to know about you.

What if:

• You could have the top ten questions you are asked every day answered before they even walked in the door?
• You had a new avenue to notify your customers of sales without ever having to buy a print ad?
• Every time someone went to Google or Yahoo and searched form someone in your area that provided your services or products, they would be provided a link to your website?
• You could automatically process customer orders online with no need for them to come to your place of business?
• You could provide new services to your customers online that could put you ahead of your competition?

That’s just a few examples, of course. The possibilities are endless. The bottom line is that there is definitely the potential to provide more services, increase customer satisfaction and increase your bottom line.

Why should I spend time and money on them when I’m trying to get more time and money?

So you can get more time and money, of course! Yes, it’s a trade off, initially. You make your investment now, build it properly, maintain it and you will be able to reap the return on your investment.

More than that, though, the Internet is here to stay and the tool that consumers and businesses are going to use for a long time to come. Your competition will utilize the Internet (if they aren’t already). If you don’t have a website already, you need one. If you do have one, you need to start planning to make it more useful for your customers (and you), and make sure that it is built/maintained properly so people can find it in the right places online.

Which leads me to …

Being where consumers are

In an earlier post I talked about how 86% of Internet users search for products online then go buy them locally. That’s right. They are going to the web to find the products and services they want, then purchasing them from local companies. (Why else are the retailing giants putting so much cash into local advertising?)

For those who might be slightly behind the Internet awareness curve (sorry Mom), you need to know that the web is the future of business advertising (consumer information, entertainment, shopping, etc.). Don’t take my word for it.

• People are window shopping online and buying locally
• When consumers have questions to common problems (which you may provide a service for), they turn to the Internet
• Over 71% of Americans are Internet users
• People are talking about products and services online … they could be talking about you

So, where are they online? Search engines, social networking sites, forums, your competitor’s website? Yes to all and more. That’s why it is so important that you not only make sure your site is built properly so sites that index content can find it, but also that it has content on it that people will share or talk about, both online and off.

You get the keys

The cost of a website and using it as a tool for your business is small in comparison to what you could spend long term on other marketing ventures. But, more than that, you are investing in a tool that you get to control. That’s why you need to know a little bit about what is possible. It’s your business, you need to be driving.

In the next installment we’ll be diving into what needs to be on a website and how you can leverage the web to get noticed, improve your brand and create a ways to ensure repeat business.

image: Redvers

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What are your thoughts? Post a comment and let's talk.

Do you have questions about what how you can leverage the Internet to improve your customer experience and boost your company's performance? Just ask.