The Tribune

Does my business really need a website? The answer is: ‘Yes, it does’. If you are a small business owner, you have probably had someone tell you to get a website. But why should you? There are not many businesses that can survive without an Internet presence, and there is no reason not to have one.

Your company’s website can be a highly effective marketing tool that is very cost-efficient, with many profitable benefits, and very little downside. As a rule, you will always get more business the easier you make it for people to find you. If you are still considering if, or why, a business website is important, consider the factors below for some motivation.

Create a presence: Who knows about your business? Where can prospects and clients go to learn more? Your website can help establish your business as a going concern, communicate your brand value proposition and convey professionalism. It also extends your reach anywhere in the world.

Build trust: New clients and prospects might want to know about your business history, your expertise and your specialisation. This is a great vehicle for people to learn more and attain the comfort level they seek.

Search engines listings: Build your website incorporating search engine optimisation (SEO) techniques so that you can easily be found by simply using relevant key words. This can be an important gateway to expanding your business.

Point of contact: Your website provides customers with an easy way to contact you, and learn more about your products, services and business.

Leverage social networks: Implement a social media strategy to reach a larger audience and create more buzz about your business. Establish your presence on Facebook, Google+, LinkedIn and Twitter. Facebook likes and shares can drive people to your website

Sell products: If your business lends itself to online sales, create a virtual store as an alternative or complement to a storefront or office location.

Share the latest news: Whenever there are new developments regarding your business, update your website. Sites that have fresh, relevant and timely information draw users back more often.

Blog: Keep your website fresh and active with regular blog posts. Show your expertise, share insights and provide practical tips on topics relevant to your business or to customers.

Learn about customers: Learn about their needs, preferences and interests. Establish and nurture two-way communication with prospects and clients. This will forge a deeper bond and serve them better.

Customer convenience: Providing customers with multiple ways to interact with your business is almost mandatory these days. Anything less could result in lost sales.

Ultimately, even if you do not think your business needs a website, you are almost definitely losing business by not having one. Ninety-seven percent of people learn more about a local company online than anywhere else, and the majority of customers will not engage with your business at all if they cannot find you online. Know that what you put into a website now will likely pay for itself several times over in new business. 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 M. Bastian is a professionally-trained graphic designer/brand marketing analyst, author and certified life coach with qualifications of A.Sc. B.Sc. M.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.