Part 2 - Do I Still Need a Business Web Site?

As we saw in Part 1, in spite of the popularity of social networking sites, a business still needs a web site to survive online. That's just the beginning, though.

Fresh content is essential for web site success. New content keeps visitors coming back and is important in search engine rankings. Below are some ways to keep your web site from becoming dead weight:

* Change the content on your home page periodically
* Keep operation hours and addresses updated
* Add a blog to your site and add new posts at least twice a week
* Add informational content for customers that is related to your product or service

Never, never, never load your site with key word repetition and fluffy content. Google has recently implemented an upgrade that is, at the time of this writing, severely penalizing sites that use such practices. Be smart, write for your audience, and update your content often.

Part I - Do I Still Need a Business Web Site?

As each new trend appears, others take a back seat. Facebook and Twitter have far outdistanced MySpace as the top social networking sites. Entrepreneurs are obligated to keep up with trends and turn each into a marketing tool.

Using social media as a way to connect with customers, small business owners may question the necessity of having a web site. Is the web site concept outdated? Does a business owner still need to spend money having a site developed and updated?

The simple answer is yes. A web site serves a different purpose than social networking. Social networking is great for personal interaction with customers. A web site is the more professional side of a company. A smartly developed web site with informational content is the online version of a brick and mortar store. It enhances the perception of a solid, trustworthy business.

The majority of online businesses are still found through search engines. A business web site with enriched and useful content has a better chance of being highly listed and more easily found in the list of results. A first page search engine listing will increase your exposure.

A web site is a low-cost form of advertising that can reap wide dividends. A simple, informational, and easily navigable web site is an "always on" marketing broadcast, where people learn about your company, products or services, and discover why they should buy from you.

That said, a web site must update regularly or it will lose status with most search engines. In Part II, we'll talk about ways to keep your web site fresh, the search engines happy, and get returning web site visitors.

Newest Web Site Launch

After working so hard on a web site, usually for weeks or sometimes months, it feels strange to launch a site and actually let it go. But, what a sense of accomplishment.

My newest launch, Kingdom Kids Childcare of Erie, PA, went live on Monday. It's a site I really enjoyed working on. Annie, Valissa and Shawn are the nicest people to work with and really care about kids.

Here's to small businesses working together, especially in these rough times.

Emphasizing Your Customer

I can't tell you how many web sites or printed advertising materials I have seen that completely miss the point of advertising in the first place. We see a picture of the building, the company owner, read a history of the business, etc. But very little time is spent the most important aspect - letting the customer know the benefits they will receive by using the company product or service.

Most people have very little time these days. You have a few seconds at best to capture their attention and let them know how you can solve a problem for them. For example, see the differences in the following:

First: "Our company has been making energy efficient windows for over 25 years."

Second: "Save money by replacing your old windows with new energy efficient windows."

The second catches the reader's attention by letting them know exactly why they benefit from buying energy efficient windows from you.

When designing any kind of advertising material, be sure to emphasize the benefit to the customer first.

Working With People

Because I sell services to other businesses, I have had to think of ways to work with other business owners who may be struggling in these tough times.

Under typical economic conditions, I ask for a certain amount of money before beginning a web site and then invoice for the rest of the project when the web site is up and running. In certain cases lately, though, I have relaxed those requirements just a bit. I still ask for some money upfront, but I have negotiated with a couple of clients to allow them to make several payments over time after project completion, instead of asking for the remaining amount in a lump sum. Is it a risk? Yes! But what isn't in business? I believe having some money coming in is better than none. I also believe that if you treat people well, you will build a long-lasting relationship with them. I decide payment requirements on a case by case basis, after speaking with the client or potential client first. (Note: any payment requirements should be in a written contract signed by all involved parties. Work with people, yes. But don't be foolish.)

Another way to work with other businesses is to barter. Now, this gets tricky and the agreement should be in writing, but bartering is certainly a viable way for each business owner to get something he or she needs.

Your Web Site - Will They Come?

"You build it and they will come". That may be true for a certain baseball field in Iowa, but it is not true of web sites.

If you have used a good professional web designer, he or she has probably done a lot of behind the scenes work to help your site show up in search engines. Your site is attractive, easy to navigate and has lots of relevant information for your web visitors.

Even so, getting visitors to your web site takes time. Search engines may choose not to index your site right away. People may be unaware of your site or the site address. It takes time to get the word out.

There are many things you can do to let people know about your web site and get them to visit.

You must advertise your web address everywhere. On your business cards, on any printed advertising material, in your yellow pages ad, in any media ad campaign - your web site address should be in a prominent place, not an afterthought.

Tell people when you talk to them!

Offer and send out a monthly email newsletter. Have a sign up form on your web site as well as a sign up sheet in your store. One word of caution when using a sign up sheet - always make it clear that people are signing up to receive periodic emails from your company. Never, never, never send an email newsletter to someone who has not requested it.

Build your site and... they will come with a little patience and a little work.

Your Web Site IS you!

Being a professional means that you have to project a professional image. You are an expert in your field and you should look like one.

So, you have a web site. You decided you didn't have the money to get a professional design, so your 13 year old nephew put it together for you. It has your business name and contact info, so you don't need anything else, right?

Well...

A professionally done web site can be a powerful marketing tool. Even a small, three page site can bring in more customers. But, it will not bring customers in if they cannot find your site or, if they do find it, do not stay on your site long enough to find out what you are about.

An experienced web professional does a lot of work to develop your site in a way that is easily navigated, downloads quickly, has all contact information visible immediately and is attractive to the eye. In addition, there are behind the scenes procedures that help your site rank well in search engines.

So maybe that site your nephew did for you; you know - the one with the frames, music and flashing text - is not the best web site for your business.

Yes, your web site IS you!

Small Business and Slow Times

Wow. Another 9" of snow dropped on us yesterday. If your business is snow blowers, shovels, snowmobiles, snowplowing, etc., you are probably having a great winter season.

January in the US is typically a slow time for small businesses. It's after Christmas and the mad shopping rush is behind us. But, this is a great time to remind your current customers that you are there and have something they want or need.

One idea is to come up with a special offer. You can use post the offer on your web site, send it to your email newsletter list, do a few direct mailings. Make a flier, make copies and leave them somewhere visible so people see it as they enter the door.

Keeping your current customers coming back is much more cost-effective than trying to find new ones. Make it worth their while!