It’s pretty much a given these days that businesses must have a website if they are to compete effectively in a crowded marketplace.
But, in reality, how does marketing your goods and services online benefit the average small business?
Director of highly successful web development business Activ Web Design, Simon Rickett is certainly well qualified to explain.
Since launching Activ in March 2008 we have helped literally hundreds of SMEs and owner managed businesses improve their prospects through marketing on the internet.
Simon Rickett added: “To answer this question, you really don’t have to look further than the wide selection of glowing testimonials featured on our own website – with many customers discovering that their new site quickly paid for itself.
“From golf clubs to restaurants and games retailers to double glazing firms, customers nationally – and internationally – are reporting increased business as a direct result of their Activ website.
“In some instances, our satisfied customers are reporting higher sales while others are enjoying significant cost reductions in overheads. One restaurateur, for example, used to send out his Christmas menus by post but is making considerable savings on printing and postage by referring customers to the menu section of his new website.”
There are other major advantages to online marketing which may not be as obvious as greater sales, bigger profits and lower costs but are equally worthy of mention.
Simon said: “In today’s world a lot of what makes a good business hinges on perception and reputation.
“When a prospective customer inquires about your business it’s almost expected that you will direct them to your website.
“If you don’t have a website, you run the risk of losing potential business as the person inquiring may rightly or wrongly doubt your professionalism, reputation and commitment.
“A well designed, easily navigable website featuring essential information about your products and services, as well as vital contact details helps customers to make an informed choice.
“Customer or client testimonials, a brief history of your business and possibly a news section about your achievements also assist in this process.”
Although service sector companies undoubtedly benefit from an online presence, for businesses involved in any form of direct selling, an e-commerce website is an absolute must, believes Simon Rickett.
He added: “We all know how difficult it is for high street retailers to compete in the current climate so offering customers an ‘online shop’ enhances their choice and provides another potentially lucrative sales outlet.
“Websites also gives retail businesses in particular the chance to run customer offers – another useful way of staying ahead of the competition.”
In addition to meeting the growing needs of internet shoppers, there are also administrative advantages to embracing the information superhighway.
“If a site is well managed and regularly updated then it can also prove a useful tool for online bookings.
“The marketing opportunities the internet presents are myriad and spending £499 for a standard Activ website or £999 for an e-commerce version is a small price to pay for joining the online business community.”