Big Returns For Small Businesses
July 13, 2006
You’ve done it. You have a domain name and a captivating, informative site that is certain to dazzle your customers. Finally you have the power to reach out globally and build your small business into the thriving company you have always dreamed of. The only problem is that (at least for the short term) you have to accomplish your lofty goals with a staff of four employees, one of whom is you.
American businesses in general and small businesses in particular continue to do more with less in an effort to survive in today’s fiercely competitive world. Business owners are constantly confronted with the pressing need to be leaner and more efficient while still outperforming competitors.
Because of this, many small businesses hire web designers to create their “global storefront.” Often, small business owners will spare no expense where the design is concerned because they mistakenly believe that once the site is launched, the web work is finished. Nothing could be farther from the truth. The web launch is only the beginning. Small business owners have to decide how they are going to maintain and update the site with no in-house IT staff. Some try to add this task to their already crowded plates and attempt to update the site with little or no technical knowledge or creative expertise.
That is why a web hosting company is critical for small businesses, most of whom have neither the resources nor the expertise to keep their “global storefront” optimized. Given today’s economic conditions, a reduction in capital expenditures is key to remaining viable so outsourcing is being used more than ever before.
By leveraging a web host’s services, businesses can significantly reduce their operating experiences while still staying on the cutting edge of technology and keeping their customers smiling and coming back for more. Very few small businesses can afford the luxury of a dedicated IT staff and in-house marketing departments.
Ecommerce Sales Continue To Escalate
Small businesses cannot afford to the make the mistake of having a mediocre or outdated web site. Total ecommerce sales will pass $100 billion in 2006 according to comScore Networks, Inc. The research firm said that non-travel on line spending hit $23.9 billion in the first quarter of 2006. (That represents a year-over-year growth rate of 22%.)
Compared to the same period last year, web sales of home and garden products are up 40%, apparel is up 40%, toys and hobbies are up 40%, office supplies are up 30% and electronics are up 22%. It is crucial that small businesses carve out their niche in these emerging markets. The web has the capacity to level the playing field for small business owners who stay on the cutting edge.
According to a recent article in Business Week Online, a company should treat its web site like a valued employee. “Employees require training, mentoring, reviews, opportunities for improvement. Why should your web site be any different? They both interact directly with your customers and internal systems and both represent who you are.
“Similar to valued employees, a good site is a strategic investment that can provide great returns when deployed effectively. Companies need to ask themselves if their site is attracting new visitors, and then offering them what they need.” Well-hosted sites will convert visitors into leads and sales.
In a recent article in the Wall Street Journal, author David Kesmodel states: “Small businesses can now run an independent web site with the support of an e-commerce hosting company for a very small fee.” A professional look to your web site inspires consumer confidence and assures potential customers that you are on the ball and ready to serve them.
The most important thing a web host can provide, especially for small businesses, is maximum “up” time. Almost anything can be forgiven as long as your site is up and running as close to 100% as possible. Every single feature provided by your web hosting company should be working properly all the time. Having a web site with frequent downtime is guaranteed to confuse and annoy your customers and send them running to your competitors.
Keep Your Global Store User-Friendly
“Consumers turn to the internet most often when it offers advantages in speed, convenience, time and other measures of efficiency,” said Deborah Fellows, a senior researcher for the PEW Internet and American Life Project.
In an ebusiness environment, your company web site becomes the focal point of your communications and marketing strategy. And in an era when an increasing number of people are choosing the web as their first source of product information, “minding the shop” all day and all night becomes critically important, especially for small businesses.
If your storefront was on Main Street, would you neglect its appearance? Would you allow dust to collect on the windows and cobwebs in the corners?
By the same token you can’t afford to neglect your global storefront. Dazzle your visitors the first time they access your site and let your web host make sure that they are equally impressed every time they visit your store. Somebody’s small business is going to benefit from the millions of dollars that are spent on the Internet. It might as well be yours.
Copyright 2006 © Website Source, Inc.
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