Q: My business is very small, just me and two employees, and our product really can't be sold online. Do I really need a website?

A: That's a good question. In fact, it's one of the most important and most frequently asked questions of the digital business age. Yes, if you have a business, you should have a website. Period. No question. Without a doubt.

Also, don't be so quick to dismiss your product as one that can't be sold online. Nowadays, there's very little that can't be sold over the internet. More than 20 million shoppers are now online, purchasing everything from books to computers to cars to real estate to jet airplanes to natural gas to you name it. If you can imagine it, someone will figure out how to sell it online.

It's not enough that you just have a website. You must have a professional-looking site if you want to be taken seriously. Since many consumers now search for information online prior to making a purchase at a brick-and-mortar store, your site may be the first chance you have at making a good impression on a potential buyer. If your site looks like it was designed by a barrel of colorblind monkeys, your chance at making a good first impression will be lost.
One of the great things about the internet is that it has leveled the playing field when it comes to competing with the big boys. As mentioned, you have one shot at making a good first impression. With a well-designed site, your little operation can project the image and professionalism of a much larger company. The inverse is also true. I've seen many big company websites that were so badly designed and hard to navigate that they completely lacked professionalism and credibility. Good for you, too bad for them.

Also whether or not you run a small operation, when it comes to benefiting from a website, size does not matter. It doesn't matter if you're a one-man show or a 10,000-employee corporate giant; if you don't have a website, you're losing business to other companies that do.


Q: What can a website do for me?

A: A few examples of immediate, practical benefits:
Expand the effect of a print ad. Addition of a Web site address to an ad, even a very small one, means that anyone intrigued by the ad can immediately access much greater amounts of information about your company. The effect is heightened when you add suitable photos to your site.

Save time. Much company time and effort is often wasted by repeatedly providing the same information either by phone or in person. Have a section on your site that provides answers to frequently asked questions.

Make it easier for potential customers to find you. Include a detailed road map on your site, and make things even easier for customers by indicating parking lots and bus stops.


Q: Will a website make my business immediately more successful?

A: Does a phone, or fax machine or brochure? All are tools for communication and promotion, but need to be used effectively. On the other hand, neglecting to have one of these tools can put your company at a serious disadvantage. No company operates without a phone. A Web site -- and the services it can provide -- is equally essential for a 21st century business.
To get some indication of how immediate your need for a site is, check out the Web presence of your competitors. None of them have Web sites yet? Lucky you -- you've not only got some breathing space, you also have a good shot at being the first to attract new markets. Your competitors already have Web sites? Get to work -- fast.

Q: Give me some examples of how a website will help my specific business:

A: The possibilities are limited only by imagination and budget, but following are some benefits that can be provided by even the simplest, most basic "brochure" site:

Restaurant:
People choose restaurants not only for their food, but also for their ambiance and convenience.
Show attractive photos of the interior, and sample entrees on a beautifully set table.
Have you had good reviews? Reprint them on your site.
Show your menu.
Advertise special offerings and services such as business lunches, catering, etc.
Post testimonials from satisfied patrons.
Include a printable map, which shows the location of parking and bus stops.

Professional services (attorney, doctor, dentist):
For these services, which can't use conventional advertising methods, a Web site is especially valuable. Here is an accepted way of showcasing your areas of specialization. Do you have publications? Cite them. Awards? Display them. Articles or case studies that demonstrate your credentials? Place them online.

Design services (architect, interior designer, home renovator, illustrator, etc.):
Here a picture isn't worth a thousand words. It's worth a million. Before & after pictures can tell your story -- without the costs of 4-color printing, plus distribution.

Realty services:
Here, too, pictures are a great tool. Show off properties with lots of full-color, large-format photos. Sites are easily kept current with new information and properties.

Retail store:
Even if you're not yet ready for the expense of full-blown e-commerce, a site can effectively promote your business. A user-friendly online brochure is easily done -- and saves thousands in printing and mailing costs.
You can publicize sales and special offers.
Looking for employees? Post the positions and let prospects contact you by e-mail.
Post a printable map showing your location.
Customer service is faster and friendlier when customers can contact you immediately, 24 hours a day, by e-mail -- rather than have to wait on the phone, listening to Music, and getting more impatient by the second.

Writers:
Post clips with copyright information, and refer editors to this page in your queries.
Promote published books.
Sell your books from your site via an affiliate link to an online seller such as Amazon or Barnes & Noble. You'll earn up to 15% in referral fees, apart from royalties.

Non-profit organizations:
It's important to establish credibility -- especially when you're engaged in fundraising. Document your organization's progress, achievements, contributions. Once your site is launched and properly registered with search engines you may be found by sectors of the public that you'd never have been able to otherwise identify and reach.


Q: Will I be able to afford a Website?

A: Prices vary widely, depending on the specifics of each individual site. But when considering the benefits that even the simplest Web site can provide, the question to ask is not "Can I afford to have a Web site?" but "Can I afford not to have one?"