Does My Small Business Need a Website?

Hudson Valley, NY. There are many small businesses – many that are family owned – and a significant portion of small business owners that do…
  • Gentian Shero
  • Co-founder, CEO, & Marketing Consultant
  • July 5, 2011 Estimated reading time: 14 minutes

Hudson Valley, NY. There are many small businesses – many that are family owned – and a significant portion of small business owners that do not regularly use the computer or the internet to advertise their business. They choose instead to not advertise at all, or do non-targeted, expensive marketing such as newspaper ads and yellow book listings. There are very few business owners that use the internet at its full capacity, but the ones that do make a decent profit and save on expensive marketing campaigns. A website at its basic level can offer the following benefits, and possibilities for expansion are endless:

  • Who you are as a company – your origins, reputation in the community, successes you’ve achieved
  • What your company has to offer – products and services
  • Information on how to find you geographically
  • Different ways to communicate with your company (phone #’s, FAX, email, physical address)
  • Special offers and upcoming promotions, new additions to products and services
  • Company news
  • Public displays of testimonials from other customers about your company.

Below are the ten most common questions and concerns put to us by local business owners:

QUESTION 1: Does my small business really need a web site?
Only the business owner can answer this question. Recently I went to a very popular art store in Poughkeepsie to try and sell the owners a website. The store was located right on a major route.  I went just before lunchtime on a weekday. I figured business would be slow and I could chat briefly with the owner.
The owner was quite gracious and allowed me to run through the basic benefits giving me her full attention – even taking a few notes. I figured I had a good chance of closing this deal. I finally said, “Do you think a website is something you’d be interested in hearing more about?”

This was her reply: “Initially, we were the local paper store. Then people asked for paints, brushes, so we provided that. Later they wanted us to do picture framing, so we hired an employee and began doing framing. Then we didn’t have enough room so we rented the place next door. People loved the idea that we expanded and provided more supplies to fulfill their needs all year around. Now that it’s June, we thought we might be able to close one day a week and get some time off. But we can’t.  We’re too busy. We’ve never advertised and we’re tired. If a website is going to bring more people in here – no thanks!”

It is obvious that this small business does not need a website. Only you can determine if your company needs a web site. While making the determination, you want to consider that a web site is multi-functional, and is a communication tool – not an advertisement. If your business is organized, all of your clientele is local, and you have a back-log of customers waiting to be serviced –and you can handle that service effectively – you may not need a website.

If you often wish you could communicate effectively with a broader range of clients / customers, publicly post answers to frequently asked questions, attract new customers, break in to new markets and take the market share from your competitors – then a website is a MUST!

A web site is like your giant public bulletin board where people can get information on how to find you, where you are located, what you have to offer, why your service is unique, and what’s new in your company.  It also is easily updated and changed frequently, and is a communication forum through which your customers can communicate back to you with questions, concerns and feedback on their needs.

QUESTION 2: How much does a website cost?
Having a website involves three basic costs:

  1. Getting the website built (the highest cost) – this is where a web developer / designer will actually build your site in a software program. A website is nothing more than a bunch of files, both graphic and text that are woven together around a common theme. The cost for developing a basic site can be anywhere from $1000 to $3000 and up, depending on size and functions. For most basic small business sites, the cost will run between $1500 and $3000. This cost is a one-time investment for a tool you own and can continue to use for communication and marketing.
  2. Hosting – Once the site is built, it must be hosted on a public server so the general public can access it through their internet provider. Hosting costs vary. They can run anywhere from $5 to $50 per month, based on the website functionality and the hosting provider. Service varies widely as well. The ideal host will offer several services bundled together for one affordable price.  Look for these services:
    a. The space provided for your site on the server should have ample room for high traffic (bandwidth). When a site doesn’t have enough bandwidth, the web visitor finds the site slow loading and difficult to access.
    b. The hosting package should have at least one email address that can be accessed through the web.
    c. The Hosting package should have a reliable track record of maintaining high dependability. When your server goes down, your web site and associated email is unavailable.
  3. Domain Name – a domain name is the web address where users find your web site (www.yourcompany.com). Domain names are unique and cannot be duplicated. The cost for registering a unique domain name is about $10 per year.

QUESTION 3: I already have a web page with another organization. Isn’t that enough? Wouldn’t I be duplicating my efforts?
If you have a web page with your Chamber of Commerce or with a listing service in your industry or parent company (i.e. realtor.com, Yellow Pages, google maps, the local cable company, etc.), you are on the right track! However, that is not a proper web site. It more than likely only offers contact information and a brief description of what you offer. It lumps you into a wide category that generally includes your competitors, and in many cases, it doesn’t offer the interaction with the public that your own website would offer. Finally – you don’t own the site or have control over it.

Your web site brands you as unique and reveals your identity. The good news is that having that page with the Chamber or other listing service will enhance and empower your new website. It will drive more traffic to your site and put you one step ahead of the marketing game. Think about it.  If a visitor is looking for a florist on Yellow Pages and finds five listings close to home – and one of the listings has a link to its own website – that visitor is going to go “one click further” and click on that florist’s website. When scanning a list, people always want to know more. Your link gives them that opportunity.

QUESTION 4: I don’t sell merchandise on-line. Why would I need a web site?
You may not sell merchandise on-line, but do you sell something special that people are looking for?  Do you ever have a customer say “I came here because you sell XYZ.”  For example, a store that sells a line of products or brands that are highly sought after by a faithful following, (i.e. Burberry, Hallmark Cards, Red Wing Shoes, certain lines of animal products, clothing and accessories, tools) is going to have potential customers that search the Internet to find out who sells those brands in their local area.  Will you be on the search results? Will your competitor be?

The same applies to restaurants and lodging. People are visiting a certain area. Over 80% of travelers in the United States and Europe use the Internet to set travel itineraries – and those itineraries include restaurants, accommodations, and shopping. Will you be among the choices found when they search the Internet?
In a nutshell, if you offer something that people are looking for, a large portion of people (perhaps a market unknown to you this far) will search the Internet, because it’s fast, it’s easy, it’s global and it’s private. A web site will put you in the running with others on the Internet.

QUESTION 5:  I don’t even use the computer regularly, and I’m not that computer literate.  Would I be able to handle what’s involved in maintaining a web site?

Using the internet and maintaing your website is so easy. Almost all of the websites we build are done with WordPress. Maintaing them is extremely easy and involves no cost for the site owner. To maintain a web site you should have a computer, and you or someone in your company should be able to send and receive email. If you would like us to, we can help you with maintenance, changes and updates, which is generally simple and affordable.

QUESTION 6:  We build our customer base through personal relationships.  Our customers aren’t computer users. Wouldn’t a web site be a waste considering our clientele?
Your current customers may not use the computer much – that is possible. A worthy concern should be about the potential customers that do use the computer and CAN’T FIND YOU. Statistics prove that 65% of the population in rural areas uses a computer at least once per week, and 85% in metropolitan areas use a computer. These percentages have NEVER decreased. It is likely that they will continue to increase. A website keeps you in sync with this trend.

Another interesting statistic; the fastest growing sector of the American population getting computer literate is between the ages of 50 and 75. This sector also includes those with the highest percentage of disposable income. For example, 75 years ago the American population felt that the telephone was an expensive luxury and not crucial to business growth. That sentiment continued for 30 years. As social communication trends changed, and expenses decreased – businesses changed to insure profitability. Use of the Internet will only increase in the next ten years.

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QUESTION 7:  I have a cousin who can make web sites.  I’ve already promised him that he can do ours.
Is your cousin a qualified web developer? If so, you’re the lucky one. Be sure to impart a sense of urgency in getting the site completed. If he or she makes websites as a hobby, you’ll want to consider the following:

  1. A website can be compared to a means of transportation.  You could ride a bicycle or drive a Land Rover – either way you can get around town, but one is much faster, more efficient, will take your farther faster, and will be a much more comfortable ride.
  2. The flashy graphics and catchy text you see on websites is only about 20% of what goes into developing the site.  Behind all those pretty pages are codes and tags, specifically written to attain a higher placement in search engine, making the pages load faster and be more user friendly.  Most beginners lack knowledge in the proper usage of codes and scripts, nor are they up to date on search engine optimization. If you have a pretty web site, but no one can find it, you lose an enormous amount of marketing power.

QUESTION 8:  Our upcoming advertising commitments will consume all the money we have budgeted for advertising.
It is important to recognize that a website is NOT only a marketing tool. It is a one time investment and a comprehensive asset that goes along with your business. A web site compliments and empowers your advertising efforts. Ads are the property of the advertising vendor, and are a revolving cost to a company.  You buy an ad for a specific amount of time – and then the ad is gone.

A website is a marketing and communication tool that belongs to you. You control it and you can use it continually.  It is a company asset similar to a telephone or fax machine. You buy it one time and only pay for the service to use it. Websites reach a growing customer base that up until now has remained hidden to you.  It also services your current customer base, giving them more options to communicate with you.
Once you have a website, you can print your web address on all of your advertising, offering potential customers and clients an opportunity to find out more.  A website in today’s world is also a stamp of credibility to the public that hasn’t yet met you.

QUESTION 9:  I prefer the “personal touch”.  Our new clients / customers come to us because of the personal service they receive.  A website seems so sterile and impersonal. It won’t attract “our kind of customers.”
This statement is commonly made by specialty shop owners and real estate agents. Real estate agents will add “I already invest high dollars in space advertising.” This is probably one of the most frustrating objections for us. The business owners that express concerns such as this one are the nicest people we meet – and usually sound business people. They know how to treat a customer or client with special care.
However, they don’t understand that all kinds of people use the internet to access information. The internet, unlike advertising mediums does not target a set demographic. Magazines, Newspapers, Television, Radio – all are demographically based.  Family Circle will always target young women between the ages of 25 and 35 that have young children. Country music radio stations target a specific audience as does Cable news programs or shows like Sesame Street.

The internet targets everyone in almost all demographics.  And those demographics shift and change.  Ten years ago less than 50% of the population used the internet.  Five years ago, primary users were people who worked in offices in jobs that were above the median income level. Three years ago the fastest growing demographic for internet use was minor children. Today it is retirees. Seven out of every ten people you meet in America uses a computer at least once a week. “Are your potential customers the other 3 who don’t?”

There are over 8 billion web pages indexed in the Google search engine. The top three commercial markets on the web are Technology, Real Estate and Tourism. Technology businesses know they need a website.  If you’re in real estate (even an individual agent) YOU NEED A WEBSITE. If your business markets to travelers (accommodations, restaurant, specialty shopping, tickets, travel wear, recreational products, travel gear, animal care, children’s activities) YOU NEED A WEBSITE. Statistics show that 7 out of 10 people will go to the internet for information before they purchase real estate or set a travel itinerary.

A website usually is rather impersonal – and that’s a good thing. When people use the internet they want information not a personal relationship. The information will bring them to you. You create the relationship. A website gives you a higher number of potential customers to create a relationship with. If internet users don’t find you on the web, they’ll seek out your competitors who have websites.

QUESTION 10: I wouldn’t know what to do with a web site if I had one.
The answers to the questions and concerns above should expand your knowledge on what a web site can do for your company. Try to understand the mind-set and culture of this group of people that uses the Internet to find information. But consider this in addition to what has already been covered:
There are two reasons people search for company information on the web.

  1. They are looking for information on you, who you are and what you offer. They may have heard about you from a friend, seen your advertisement, billboard, business card, or heard that you carry something they’re looking for. If they know who you are and they search the Internet to find out more about you – and find no website – they may assume you are not large enough to support a website, or aren’t interested in them as customers. (To the web user – no web site is like not finding a company listed in the phone book.  You have to wonder … why?)
  2. They are looking for a product or service that you offer: Obviously, if you’re not listed, they will pursue service from some company that is listed.

Concluding, a website is a marketing tool that costs you ONE TIME and continually repays you by giving your company exposure for as long as you keep it available. A website greatly expands opportunities to communicate with potential clients and customers that you may not yet be servicing as well as current customers. It gives your company a mark of credibility with that continually growing portion of the population of Internet users. When you consider the continual growth in numbers of Internet users and the growth of companies that are on the Internet, some of which may be your competitors, it could cost you NOT to have a web site.

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