Growing My Business - Will a Web Site Help?
Contributed by Greg Owen-Boger

The short answer is yes, a web site will help you grow your business.

The longer answer is also yes—with a couple qualifiers. A web site needs to be planned, designed and written well, and its success should be measured over the long-term. It also needs to be appropriately supported, promoted and routinely maintained. OK, admittedly that’s more than a couple qualifiers, but they are all manageable and will be the topics of future articles.

For now, let’s answer the more basic question of HOW your business will benefit from an effective on-line presence. I've divided the HOWs into six categories.

1. Boost Sales
First and foremost, web sites are marketing tools. So even the simplest type of site, one that serves as an on-line brochure, will help you target customers, build awareness of your company and presumably boost sales.

2. Expand Your Market
An effective web site will help you expand your market geographically. Since the internet has no borders, your market will grow nationally and in some cases, internationally. Several years ago I mentioned to a colleague of mine that it was strange how I couldn't get freelance work in my neighborhood and yet I was overloaded with work an hour's drive away. He replied, "Don’t you know, you're only considered an expert 50 miles away from home?" If your business suffers from this phenomenon... going online could be a real plus.

3. Improve Customer Service
Your new web site will provide you with a new customer service tool. By including detailed information about your product or service, a frequently asked questions (FAQ) area and a place for customers to offer feedback (good and bad), you are, in effect, communicating to your customers that you care about their needs. And we all know happy customers are loyal customers.

You could also take advantage of live chat on your site. This would allow customers to communicate live, in real time with your sales and/or technical staff.

4. Automate Tasks
One of the best on-line customer service tools is the appointment self-scheduler. Salons, doctor's offices, therapists and any other company that has to schedule appointments can move scheduling on-line and let customers do it themselves. An on-line scheduler may not work for all businesses, but if your clientele would support it, they'll appreciate the freedom of handling their own scheduling 24 hours a day 7 days a week.

5. Expand Your Image
A web site will expand your company image. Even if you work out of your basement and conduct business in your pajamas, your company will appear larger online. Just for the record... some of my best work is done at my home office, in the basement.

6. Build and Maintain Customer Loyalty
Stay in contact with your customers through email and occasional newsletters. We all know it's less expensive to keep an existing customer than it is to find a new one. And now it's even cheaper to nurture customer relationships because email is free. Of course, you'll still need to find new customers and a good way to do that is to send newsletters to those who've joined the mailing list you've so cleverly placed on your home page. If you sell consumer goods, you might also consider using an online mailing list manager to send mass marketing emails.

So…
Will a web site help you grow your business? YES. Most businesses benefit in some way, over the long term, by having an effective web site. In fact, I can't think of an industry that wouldn't benefit... well maybe lemonade stands... but even they could offer one cent coupons or charge users to download recipes…hmmm…

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Greg Owen-Boger is the President of OwenProCo, Inc., a Chicago-based web development company that focuses on helping entrepreneurs grow their online presence.

For more information about how you can grow your business online visit http://www.owenproco.com
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