What’s All This Brouhaha?
A guide to why your business should be on the Internet
and how to get it there.
It’s Here
The Internet’s time has come. What was once a novelty and plaything for computer buffs has grown up. The Internet is now a bona fide tool. Sixty-six percent of all US adults have Internet access, and that’s not just among the youngsters, it’s across all age groups under 65. Yep, the World Wide Web is just a normal part of our daily lives now, something we have gradually come to depend on.
It’s Easy
We’ve accepted this technology because it’s so darn convenient. The Internet provides us with an absolute treasure trove of information, instantly, anonymously, all the time. Want to know a little more about that new restaurant in town? Wonder if the dry cleaners does alterations? Can’t remember the florist’s hours? Check their web site. Chances are you’ll find the information you’re looking for.
It’s Cheap
The businesses that are online have recognized a few important things about the web.
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They understand that their customers expect them to have a website. Not having one reflects poorly on their image. |
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These companies appreciate the fact that they can put almost unlimited, up-to-date information online for their customers to access at any time. |
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They know they can free-up time that employees might normally have spent fielding customers’ questions over the phone. |
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They found the saying “the Internet levels the playing field” to be true. On the web, a small business with a well-designed and professional looking web site can appear to be the equal of its largest competitors. |
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And most importantly, they know a good value when they see it. A website can cost a fair amount to create, but costs very little to keep running month after month. Compare that to print advertising, which can cost just as much, but is useless once the newspaper or magazine is thrown away. |
Your Website, Your Business
Think of your website as a big display window on the front of your business. It has to look sharp, visually communicating your image and style. It must provide the information customers are seeking. Finding that information should be easy and intuitive. And it should provide functionality that is appropriate for your business such as catalog shopping, answers to frequently asked questions or newsletter signups.
What’s Involved
The first thing you need is a domain name. You must reserve a name for your website, such as www.YourBusiness.com. Expect to pay around $35 per year. You also need hosting for your site. Unless you have your own computers for this (and it’s best left to experts), a hosting company will keep your website on their computers and make it available to anyone browsing the World Wide Web. Hosting can cost from $10 to $50 per month and sometimes more, depending on how active your site is and what additional services you may require (such as an online catalog). Then you need to build your site.
Building A Website
You can spend nothing on building your website, or you can spend tens of thousands of dollars for a large, complex site, and some of the largest companies that sell over the Internet spend millions. But most companies don’t need to spend that much. At Web-Strata, we find that small businesses typically fall into the $800 to $5000 range. Remember that your website communicates your image as well as your information, and on the web, that image can make the smallest business appear as sophisticated and important as the largest business. Unless you have exceptional design skills and solid technical background, resist the temptation to do it yourself or have a relative do it. A site that looks homemade makes as much of an impression on your customers as a professionally designed site, just not the impression you had in mind.
The Brouhaha
The web is here to stay. Pretty soon, having a website will be like having a phone. Everyone will just expect it. A well designed website is an opportunity to showcase your business 24 hours a day, 7 days a week. It brings in business, sells, answers questions, and helps your customers get to know you, all for just a few dollars a month. It’s one of the best marketing bargains around. Your customers are looking for you on the Internet. Are you there? Your competition is (or they will be soon!)
ABOUT THE AUTHOR: Charlene Leland is co-owner
and Programming Director of Web-Strata.
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