The Tribune

By Deidre Bastian

Many small business owners believe their company will not benefit from having a website due to its size, or possibly because of their inability to use a computer. This school of thought might be a misconception, and since we all have our own reality, potential customers might likewise assume that a business without an Internet presence is one that “doed not” exist.

I stand by my belief that a website is a vital part of any business, whether it is a one-man show or 10,000 employee-strong corporate giant. If you do not have a website, your company could be losing business to others that do. Can we agree that a presence on the Internet enables customers, potential employees and even investors to have easier access to your business?

A website can level the playing field with the big boys, so having a well-designed site can project the image and professionalism of a much larger company. I’ve seen big company websites that were so badly designed that they automatically lost credibility.

Do not be so quick to dismiss your product as one that cannot be sold online, because nowadays there is very little that cannot be sold over the Internet. More than 20 million shoppers are now online, purchasing everything from books to computers, and cars to real estate. There are numerous benefits to having a website, so let us look at a few:

ALWAYS OPEN:

A website communicates with prospects and customers 24 hours a day, seven days a week, and 365 days per year. Even when you are not at work, your website is.

Customers can learn about your products through the website at their convenience, which is better than passing out business cards to thousands of people everywhere.

EXPANDABLE: The Internet (and your website) has no borders. Koreans can access the same information as your neighbours across the street and it will not cost you or them an extra penny.

SELLS DIRECTLY: E–commerce can dramatically reduce expensive overheads while delivering a 24/7 ‘sales force’. I am not suggesting that all efforts should be placed into selling “all wares” via the Internet but if your product/service lends itself to easy online sales, why not?

SAVES TIME: Providing information to customers can sometimes be time consuming, but it is no doubt much easier and quicker to update details about new products, special promotions or any new services by your company via a website.

FEEDBACK: Forms and e-mail allow clients to communicate feedback.

IMPROVES CUSTOMER SERVICE: Including an FAQ page, articles or newsletters to answer questions is a value-added service to keep customers updated and connected.

COMPETITION: The sooner you get a presence on the Internet, the better. Ask your competitors; they’ll explain it to you. Let’s ponder on this: Sooner or later someone may type your product/service into a search engine and guess whose address will not pop up?

You guessed right: Your address. If you are in direct competition with another business that has a website, but you do not, they obviously have a clear advantage. How can you compete if your hat is not in the ring?

AFFORDABLE: When you compare website fees to the expense of creating and distributing other traditional forms of marketing materials, there isn’t any advertising medium that comes close to the effectiveness of a website.

CURRENT: One of the most attractive features offered by a website is the ability to update quickly and stay current, unlike printed materials that require revision and reprinting costs.

A website is the face of any business and speaks volumes. It either says: “Hey, look, we take our business so seriously that we have created this delightful site for our customers”, or screams: “Look, I have allowed my 10-year-old nephew to design my site, so pray your strength and good luck finding anything”.

Even though it is profitable to invest in a website, it is actually more clever to not have one if it makes your business appear unprofessional.

Using these principles, an entrepreneur has to decide whether or not he/she is serious about their business or merely just along for the boat ride. I am of the view that a company without a website is not only a well-kept secret, but surely a company without a face. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game.

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Deidre Bastian is a professionally-trained graphic designer/marketing coordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas