Are You Making Your Web Site The Priority It Should Be?

Here I am, writing a blog that may be read by other web-savvy bloggers about the importance, the relevance, and the absolute requirement that a business have a quality web site. A web site that actually works for the business, performing important functions like selling, educating, or simply effectively communicating your message. But, you all know this, right? Everyone knows this, right?!

Unfortunately, not everyone does know this important fact… yet. In my daily rounds from business to business, I see many business owners who, when asked, proudly exclaim, “Yes! I have a web site, and what a deal it was! I got my nephew to do it, cost me $300. Pretty good, huh?” Or, “Yes! I have one of those package deals. Cheap, easy and it looks great.” To which I ask, “What does it do for you?” and the constant answer is, “I dunno, nothing really.” It seems everyone knows they must have one, but not what they should really be about.

1. A web site is a necessary requirement in today’s business world. Not having one is a huge statement that one is simply behind the times and unengaged. In fact, I will simply state it as follows: If you do not have a web site, you are hurting your business. You will lose sales and look inept to all who know better. Rest assured, your competition has an excellent web site and is using it to take your business.

2. Now that we have established the absolute requirement of having a web site, one more requirement is that it must be a quality web site, not just a web site. Unless your nephew happens to be an accomplished webmaster, forget it. Make the investment and get a quality site that works for you and performs important functions well. It is your business image and it had best be good. If your competition has a better site and yours is ineffective, you will lose out. The sale does not necessarily go to the fanciest site, but certainly the site that informs, educates, sells, and effectively communicates the right message. A great web site is a terrific thing to have, but a good web site that delivers the message is the basic requirement. With such a tool you are a player, and if your message is enticing, the site will produce the desired results. Quality is a necessity at any level or you risk taking two steps backwards. Better not to have any site then a poorly constructed one, but really, it’s best to have a site, and a high quality one.

3. Consider your web site to be an investment. To a certain degree, you get what you pay for. In this area, low cost does not always equal value. However, skilled designers offer services in a broad range of prices. Do your homework. A quality web site need not break the bank and the site should pay for itself in short order. The return will surprise you and the results will enhance your business. You may not experience a flow of new business stepping out of the web world wanting to place orders (that’s another story for another day) but used as a support tool for contacts made in various other ways, it will serve you well, creating credibility and speeding up the development of your relationship with the reader. And we all know that business is about creating relationships out of which business flows. A good web site supports a more successful and rapid creation of a relationship which results in more business.

4. What if you want to generate more new business out of your investment? It’s available in the form of e-commerce, search engine optimization (SEO), etc. There is a science to it all and the professionals know how to tap into the mother lode. Hire one, spend the money and get the results. It works.

5. Don’t forget blogs and podcasts, the more the better. They’re all good ways to communicate with customers and are easily available to you. Expand your market area or focus on supporting your other marketing efforts, but pay attention to these critical business tools as they can enhance your business process dramatically. You may not think blogging is for you, but blogs are a powerful example of your potential to attract new customers to your business through the Internet.

Make your web site a priority and enjoy reaping its rewards. You will not regret the investment.