Color me shocked and amazed, but it’s true… most small business owners don’t (yes, I said DON’T) have a web site. Nothing, zero, nada. Unbelievable. In it’s first survey of small-business web sites last April, Jupiter Research found just 36% of all businesses with fewer than 100 employees had an Internet presence.
Small business owners who have made the effort have realized that the expense of having a functionable and brand recognizable web site is by far eclipsed by the profits and market share won. The Kelsey Group, a market research company in Princeton, N.J., estimates that sales revenue from Internet yellow pages, searches for local businesses and searches on wireless devices will increase from $3.4 billion in 2005 to $13 billion in 2010.
However, the learning curve in establishing an effective web site may be steep for small business owners. Marketing and branding experts agree that entrepreneurs should be aware of the fact that a web site must be updated on a regular basis. A static site may damage the credibility of your business… broken links, outdated information, and contacts (people) who have left the company are all signs of neglect.
Small businesses need an online presence as much as they need a phone or mailbox. Customers and clients- both current and potential- expect you to have one. For some firms, a web site has become the primary selling tool, a means to access inventory and/or collaborate on client projects. Other small businesses have launched constantly updated blogs or detailed service-oriented resources. From simple to complex, web sites have become a requirement for doing business in many industries.
Steve Krug, author of the web usability guide Don’t Make Me Think (2nd Edition, New Riders Press, 2005), says that what looks great to a business owner may be totally lost on a new user unfamiliar with the site. He suggests that business owners watch outsiders walk through their site, and devote several hours a month (after each “upgrade”) to the process.
Today’s excerpts taken from Dallas Morning News, Thursday, August 21, 2008 and New York Times News Service.
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