If you've been in business for long you might already have a website. If you haven't and are just debating having a business website then being informed about your options is the first and most important thing to do. Making an informed decision can save you money. Making the wrong choice can cost you.
Why Have a Website?
The short answer is: "Everyone else does". The Internet has evolved, most businesses have decided to expand their horizons and target online audiences. If you're not on the web, you don't exist. While you don't exist, be rest assured that your competitors do.
The online audience has grown significantly over the past years. With increased access to Internet and more recently, to broadband, the number of online users has risen several fold.
It doesn't matter whether you've got a plumbing business, a travel agency or if you're managing a charity or a community group. Most organisations in your industry are already on the web and you are likely to be missing out on some cheap or even free exposure. You might be missing out on some serious business partnerships and clients.
There are companies for which marketing on the Internet (using search engines and other means) may prove to be a crucial factor. Home businesses and e-commerce sites in particular are just some of the businesses which could use search engines to grow and market themselves more cost-effectively. Search engine marketing is also suitable for companies that are interested in giving their brand more exposure, gaining free publicity and pick up passing business.
It's not a tragedy if you don't have the budget for a full search engine marketing strategy yet. You can start small now and have the basis ready for when your business is ready to exploit the marketing tools the Internet has to offer.
Look at Your Options - Choose the Web Presence that Suits Your Needs
The web gives you a voice, it can be as loud as you want it to be. Depending on the size and profile of your business or organisation you've got several options:
- A single web page with your contact details - The most basic web presence and an online business card. It is useful when potential clients or partners look your business up on the Internet.
- A website comprising of a few pages describing what your business is about, what products or services you have to offer and which also lists your contact details. This is a medium web presence and it's a popular choice among small and medium business owners.
- A website that includes information particular to your business or organisation as well as a section with industry news, a FAQ section or any other useful content. This type of website is a medium to large web presence.
- An up-to-date website with industry news, articles, detailed product reviews and user guides, interactive website sections, online customer service etc. This option is the most advanced of the four types of website. For the right type of business, the returns of marketing such a site are phenomenal..
All of the above options have advantages and disadvantages. The more complex the website, the higher the cost. The more complex the website, the bigger the benefits. Unfortunately, the choice isn't easy. Going straight for the cheaper option can cost you less now but it might not bring the expected returns in the long term.
The existing Internet marketing tools have the potential to match the results of many, more expensive, offline marketing tools and campaigns. But they may not be suitable for any business. The decision has to be made by keeping several things in mind: the profile of your business or organisation, the target online audience, the state of the online industry you pertain to, the budget you can allocate to the project and expected returns, and of course, the company you will employ to bring those returns.
This article was first published on 02 August 2004 and does not necessarily match current events or the current opinions and views of bigmouthmedia ltd.
