August, 2005

Business Online

Two insiders tell what you’re missing if your company doesn’t have a website.

By Noelle Creamer

Five years ago, arguments for staying off the Internet were solid. It was expensive. Customers and prospects didn’t need or want you to be online. The value of having a website was questionable.

Today, these arguments are a little shaky.

Sebastian Moser is head of customer service for 1&1 Internet, Inc. (www.1and1.com), a company that provides a wide array of Web services for a number of industries. He says, "The Internet is so accessible and mainstream now, and we have grown so dependent on it that it has replaced television as our primary information source. Businesses need to think of the Internet as today’s Yellow Pages.”

"These days it’s so easy and affordable to have a professional and, in most cases, profitable website that even small businesses are doing themselves an injustice by not pursuing it,” says Moser. "Even if it’s just one static page with the business name, a brief description of products and services, and contact information, something is better than nothing.”

Moser adds, "In many cases, businesses first approach their website as a simple enhancement to the more traditional marketing mix. Eventually, they see that it can be a legitimate business builder and sales channel, and it evolves into the foundation of their marketing mix.”

Alan Wickstrom, founder of BuildingOnline, a 10-year-old web design and marketing agency specializing in the building industry, says times have changed in the industry.

"As time goes on, the ratio of your customers who use the Internet versus those who don’t will continue to change rapidly,” he predicts.

Wickstrom thinks dealers need websites for several reasons. He says, "Websites give you an edge. They help get your name out. They inform customers and prospects about your products and services, increasing their product knowledge. People who have a need will search the Internet to find a solution. Your website will help them find you.”

Some dealers are using their website to conduct business, as well as create image and introduce products and services. There are e-commerce solutions available that integrate with your business management software and allow your customers to get quotes, place orders, and research account information online, via your website, at their convenience.

If you are just ready for the first step, there are some things to consider when looking at the myriad of options available today. There are still costly options, such as hiring IT staff or relying on an ad agency, or doing both.

Wickstrom’s company, though, offers design, implementation, search engine optimization, consulting, hosting, and customer service with a one-year contract. This option gives companies a partner for their Web initiatives for the long haul. Wickstrom reminds, "Look for a company to work with that has a good reputation. Talk to existing clients. Look at its body of work. Look for a guarantee.”

1&1’s solution is a little more "do-it-yourself.” It provides a service called Instant Website, among many others, which gives novices the tools to create a productive, but basic site and have it hosted for as little as $2.99 a month. Moser says, "Many businesses that previously resisted the Internet are very pleasantly surprised at how simple and cost effective it is, and how it ultimately improves the bottom line. The key is to find a Web host that can provide you with an inclusive hosting package that has all the tools you need to create and maintain a professional looking site with a nominal time investment and at a reasonable price. Try to go with an experienced, well-established Web host since these companies usually provide the better deals.”

Whatever option works for your company, be sure that you are primed for future development of the site.

A website is always a work in progress. Use reporting to see results; see how many visitors your site has, how many pages they visit in each session, determine which search engines are referring visitors to your site. Learn how effective your site is.

Wickstrom says, "Keep the big picture in mind! Think about what you can offer your customers.”