The Tribune

IS there any real value to owning a business website? It is sometimes perceived that small businesses will not benefit because of their size, and inability to produce a well thought-out site. This thought might just be a misconception and, since we all have our own reality, potential customers might likewise assume that a business without an Internet presence ‘does not’ exist.

I stand by the assertion that having a website is critical for any serious-minded business, whether it is a one-man show or a 10,000-employee corporate giant. If you do not have a website your company could be losing business to rivals that do. By virtue of this observation, can we agree that a presence on the Internet enables customers, potential employees or even investors to haven easier access to your business?

Based on that very same principle, a website has the tendency to ‘level the playing field’. Having a well-designed site can also project an image and professionalism associated with a much larger company if set up properly. It is not always the size of the tiger, but the size of its roar. I have seen websites for large companies that were so badly designed, they automatically lost credibility from persons just browsing. Be careful of websites featuring numerous whistles and bells, but which do not advance your business.

Even if your business is in its start-up stage, do not be so quick to dismiss your product or service as one that cannot be sold online, as 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 per day, 7 days a week, and 365 days a year…while you sleep. Remarkably, even when you are not at work your website is. Customers can learn about your products through the website at their convenience, which is more convenient than passing out business cards to thousands of people everywhere.

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

SELLS DIRECTLY: E–commerce can dramatically reduce expensive overheads while delivering a 24/7 ‘sales force’. I am not advocating 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 consuming, but no doubt it is much easier and quicker to update information about new products, special promotions or any new services regarding your company in a short time via a website. Consistency is key.

FEEDBACK: Forms and e-mail allows 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 gain a presence on the Internet the better. Ask your competitors; they would agree. Let us ponder on this: Sooner or later, someone may type your product/service into a search engine and guess whose address would not pop up? You guessed right…. your business.

If you are in direct competition with another business that has a website, but you do not, their advantage is greater as you are certainly not open for business. Let us be blunt: How can you compete if you have not thrown your website into the ring?

AFFORDABLE: When you compare the fee of a website to the expense of creating and distributing other traditional forms of marketing materials, there is no 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 our strength and good luck finding anything of any worth”.

Ensure that you receive value for money when investing in a website. Agreed, a website is no doubt a profitable investment, so it is actually cleverer to not have one if it makes your business appear unprofessional or part of a Mickey Mouse parade.

So, an entrepreneur has to decide whether or not he/she is serious about doing business, or merely just ‘going along’ for the ride. The jury is in, and my assessment remains: “A business without a website is not only the best ‘well kept’ secret, but surely a business without any real assignment”. 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 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 Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.