The Tribune

Have you ever heard an entrepreneur ask the question: “Do I really need a website?”, or say, “Well, maybe I should get one because that’s what everybody else seems to be doing”. Are these appropriate statements for a business owner who expects to compete in a world whose concepts and philosophies change by the second? They are simply not good enough, and I cannot think of any explanation for why a business does not need one. A serious business, that is.

The ease of Internet searches (particularly using Google and Yahoo) means that fewer people may be using printed media when looking for products and services. When was the last time you used the Yellow Pages or any kind of phone book? We all have them (many of them), and there are times when they are convenient, especially if you know exactly what you are looking for.

Last Sunday, the pastor referenced a few scriptures. I saw the majority of members quickly pull out their cell phones, as opposed to the Bibles that sat conveniently next to them. This is the “nowadays” generation that desire quick results.

I am constantly asked: “Does my small business really need a website?” I never hesitate with the answer, as it is always “absolutely”. Why? Potential customers and clients will be disappointed if you do not have one.

Through with a website presence, customers can access information about your business 24 hours a day, allowing access to your storefront or offices even when you are asleep. Your website should include a very basic, but complete, explanation of the business. Make sure to highlight that you are a small business owner, what brought you to your current occupation, and include members of staff to make the user experience more personal.

Having a comprehensive Internet presence will showcase your company’s goods and/or services, and enhance your potential.A website and blog will allow you to rank in Google search results, so that when persons are looking for your goods and services, they will find you.

Many small business owners believe the process of designing and developing a website is time consuming, but it is actually a very simple process. While intense thought processes are required when designing a website, it must be complemented by a marketing strategy concerning the goals for the business. These should always be at the forefront of an overall promotional plan.

What is the purpose of your site? Are you providing information or selling actual goods and services? How much support will you need after your site is launched? Are you going to have the time to update the information, write articles, and do you want to learn how to post them? Should you have an internal or external blog?

What is the overall look and feel of your business, and how will it translate to the online environment? Will it be mobile and tablet friendly, and have social media share buttons? How much personal information do you want to include? I have helped many clients work through these questions, and the process can seem a bit overwhelming, but it is not - especially when you consider the overall return on investment.

A big source of concern during the website design process is cost, but there are many options that are low-cost and just as effective as the big firms wanting to charge well over $10,000. Keep your site simple, and provide high quality content of value to your customers. This will ensure it is properly positioned on social media as well.

Launching a website can be a huge step for any small business, but if it has less than a great website - or no website at all - the company is missing a great opportunity to attract potential customers. Image is everything. And in today’s struggle, a company without a website is a company without a face. Until we meet again, fill your life with memories as opposed to regrets. Enjoy life and stay on top of your game.

NB: The columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT THE COLUMNIST: Deidre Marie Bastian is a professionally trained graphic designer/marketing co-ordinator 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 South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.