The Tribune

Yes, your business really does need a website. There are not many companies that can survive without an Internet presence. Your firm’s website can be a highly effective marketing tool, and very cost-efficient, meaning there are numerous benefits and little downside. There are also many things you can do with your website, as shown below.

• 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 can convey professionalism. It also extends your reach to the entire world.

• Help build trust

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

• Get listed on search engines

Build your website by incorporating search engine optimisation (SEO) techniques, so that you can easily be found by people searching for 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 ongoing products, services and business.

• Leverage social networks

Implement a social media strategy to reach a larger audience, and thus 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. Links to popular or topical items, from or to your website, will add to its relevance.

• 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 lure users back more often.

• Blog

Keep your website fresh with regular Blog posts. Showcase your expertise, and share insights that provide practical tips on topics relevant to your business and of interest to your customers.

• Learn about customers

Learn about their needs, preferences and interests. Establish and nurture two-way communication with prospects and clients to 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.

• Common concerns and questions about small business websites

It is natural to have questions and concerns regarding setting up a website, and ‘Cost’ is a common one. Beyond an up-front fee to design the website, the ongoing costs can be minimal. And considering the long-term benefits a website provides, the cost to design a good one should be well worth it.

The answer to these and similar concerns is that a business website can provide so many more benefits. Establishing trust, strengthening your brand, forging better customer relations and informing a wider group of people about your business’s capabilities.

Another common concern is that you do not have much content to add for frequent updates, or you do not have time to blog. The short answer is that you do not need to. Sure, more activity and frequently refreshed content can generate more interest, but any Internet presence is probably better than none.

Having an online presence offers your products and services for sale to whomever, whenever, around the clock with hardly any limitations, unless you run out of stock or are overworked, but that is a good problem to have. Giving your business the online presence it deserves is crucial to your brand and accountant’s smile.

Being visible worldwide means you are likely to gain more customers. The more customers and visitors you have, the more sales you will generate. The more sales you generate, the happier you and your shareholders will be.

It is imperative for every business to have an ‘active’ website while you sleep. 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.