Why have a Website, you ask?

Did you know that in Australia over 57% of the population have Internet access at home and 75% of all businesses are connected to the Internet*. In addition, it is important to realise that these people actively seek information to be delivered in this manner (via the Internet) - they have shown this by spending the time and money to connect to the Internet - they have not been delivered a free newspaper in their mail box!

1. compliments existing advertising and makes it more effective

2. improves business operational efficiency

3. improves customer service and communication

4. increases market reach

5. allows you to compete with other businesses that have a web site

Please note that a web site will never replace the phone or personal contact per say, rather it provides another communication and sales medium. Managing Director, Greg Hart from the Entrepreneur Business Centre (EBC), says in the Oct/Nov 2001 edition of Dynamic Small Business magazine, that it is important for small business not to dismiss the opportunities e-commerce [online shopping] could provide.

"We can no longer ignore the Internet. While many small business may have an Internet connection, very few have really embraced the power of the Internet due to the fear of the unknown." The article goes on to say that small business can ill afford not to use every possible sales and marketing tool to its [their] advantage. "And that is exactly what the Internet is."

1. A web site compliments existing advertising and makes it more effective If you advertise in the Yellow Pages, in the local paper, on the radio or anywhere for that matter, a web site compliments and improves this advertising.

An advertisement in any print format,(eg. Yellow pages, newspaper etc) limits you to the amount of information that you can provide and also limits the format in which the information can be displayed.

With a web site, you can have an unlimited amount of information in various formats (text, colour graphics, sound, video etc) helping to make your message more effective. Putting a web site address on your existing print advertising will allow people to not only ring your company but also find out more about your services and products before they call or after hours when you are not open. If you are advertising on the radio or the TV then a web site can also help your advertising as well. With each of these you only have 15 - 60 seconds to get your message across and sometimes even less.

Advertising a web site allows people to find out more information and is also easier to remember. Think about this. The company is called Acrobat Bookkeeping.
Is it easier to remember 4227 1642 or www.acrobat.com.au? For most people, the web address is more logical and it can also be guessed if you just know the name of the company. So a web site makes your advertising more effective, and the more effective your advertising, the more sales you will have and the less advertising you will have to do - increasing income and decreasing expenses!

2. A web site improves business operational efficiency Do you or your staff often get calls on the phone from people requesting the same information? Are you frequently faxing out information? If so a web site can assist your organisation. An example: A chicken shop sells take away food and also provides catering for functions. When a party organiser calls and asks for the menu the staff member can either spend 15 minutes on the phone going through the options and the menu or they can fax out the information if the caller has a fax machine or they could request the customer to come into the shop. Without a web site these are the only options. Staff time costs you money, faxing takes time and only few customers have fax machines and asking the customer to come into the shop would be a sure way to lose the business. If the shop had a web site then the staff member could in over 75% of cases direct the business customer to the web site for full accurate and up-to-date details!

3. A web site improves customer service and communication A web site improves communication and can up-sell customers ie. let customers know about all the products and services your offer. You can post your latest news and specials on your web site helping to advertise your business and communicate with your customers. In addition, you could "push" information to your customers via email and use it to build relationships with your customers.

Studies have shown that the more you communicate with your customers on a regular basis, the more loyal they will be in using your products and services, and recommending your business to other people!
Email is the free tool that can allow you to develop relationships with your customers in a way not possible before the Internet. A web site can up sell customers in a non confrontational customer driven manner.

NB* sourced from the National Office for the Information Economy (www.noie.gov.au) the Yellow Pages and Business Index Survey Research 2001