Why do I need a website?

Back in the late 80's when fax machines became readily available to small-to-medium sized businesses in New Zealand I can remember the response we got from people when they found out we didn't yet have a fax machine - "Are you guys a serious company or not!"

A few years later not having a cell phone generated a similar response. Now almost 20 years on we hear the same reaction to companies who still don't have a website.

It is all a matter of credibility. That is, are you a credible company if you cannot even afford a simple website?

I am sure you have heard it said before that 'marketing is all about perceptions'. That is, how people perceive your company - or what people believe the truth to be in relation to your company and its products and services. It is not about facts - or Beta would have won the marketing was over VHS.

People believe that large trustworthy companies must all have websites - even if it is just a simple brochure site. This is not necessarily the case, but remember that the facts don't count for much when it comes to marketing.

Generally people also believe that if they cannot find a website for the company they are wanting to do business with, that this company may not be all they are cracked up to be. It makes them stop and take a good hard look at the company again before they go ahead with any deal that may have long term consequences for their company.

Of course, apart from ensuring that your business is viewed as a credible option, there is also the obvious need to create extra sales channels for your business.

A website can be a great way of getting to a wider target market and therefore generating extra sales.

Not only this, one of the most vital reasons for getting a website is to enhance your customer service through better communication. This includes regular emails keeping your clients up-to-date with the latest specials or improvements to your business. It shows that you are proactive in your customer service instead of just reactive.

Even just creating an online resource for your clients to find the latest information on your business and its products and services can be a great way to foster greater trust, which will inevitably lead to more referral business.

Therefore, no matter what it is that your business does, a website can only enhance it.