Why Does My Business Need A Website?

I was asked this question when discussing a new website with a potential client several years ago. I have been using the internet since 1994 and created my first website in 1996, but I wasn't sure exactly how to answer the question. I just thought every business should have a website. It was the new marketing tool for the new dotcom technology age.

The potential client had a local boat repair business. I told him he could expand his marketing reach. He countered with, "I'm in Maryland. You think someone in Florida is going to call me to fix his boat?" He had a point, so I had to rethink the value of having a website for a local business. Not too many local businesses had a website then.

The real advantage is visibility and credibility. The number of people who check the web for local service providers has increased immensely. If you don't have one, these people may not know that you exist. It's become more common to check for a business online than to pull out the big heavy Yellow Pages.

The cost of customer acquisition is much lower on a website than it is using the traditional marketing avenues. Look at what it costs to print and distribute brochures, place newspaper or radio ads, or to purchase a Yellow Pages ad. Not only is the cost of a website competitive, but it attracts targeted prospects who are searching for your service or product.

Unlike printed materials, a website provides the flexibility to easily change your information and add time sensitive specials and promotions. It also provides an opportunity to interact with customers and prospects with newsletters, surveys, feedback and improve awareness.

Not having a website today is like not having a business card. And if you have a business card, it better include your website and email address. It's expected!

That potential client has been a valued customer for over five years and is very happy with the results of his website.