NFIB

Should You Go Online?
12/ 26/ 2002

by Vicki Gerson

Just because your competitors are online conducting business doesn't mean it's right for you. Not every business is right for the online world. You need to decide if having an Internet presence complements your company's goals and objects. Here are some key questions to ask yourself before you decide to put your business online.

What are your competitors trying to do online?
Before you hire a Web designer to discuss what type of site you could have, do your homework. Look at your competitors' sites. What message do you think your competitors are trying to convey to their customers or potential customers? In your opinion, how well are they achieving their goals and objectives?

Visit other sites
Besides visiting your competitors, check out other sites that relate to your business. Rate them on how they look, what they contain and how they attempt to attract and retain visitors. Then look again at what you consider to be the three best sites. Take notes. What are the strongest points for each of the three sites? What don't you like?

What's your online mission?
If you make the decision to place your business online, what is the primary objective? Do you want to save on printing costs and place all your products online without having a paper catalog? Do you want to give your customers a broader product choice? Do you want to make it easier for customers to order?

You can also create a Web site for non-sales activities such as providing service support for current customers and information for new customers. Depending upon the size and complexity of the Web site, it could do all of the above -- sell, provide service and disperse information.

How much time and money will you devote to this project?
Although you need to hire a Web designer, you still need to provide input and make the final decisions about how your site will look and function. Are you willing to spend the time to do this? The design for a basic Web site could run into the thousands. One with more bells and whistles costs more. You'll also have continuing expenses for Web hosting, and for maintenance and updates, though you may be able to take care of some of that yourself. Determine what you are willing to spend.

Determine the type of visitors you want to attract and what you want them to do.
It is important that you decide before the site is built if you want them to be able to download software, see animation, access databases or buy products/services.

Security
If you will be taking credit cards online, your Web site must be secure. Learn about the technology required for a secure site. It would ruin your relationship with your customers if hackers could enter your site and take important information about your business and your customers.

Other points to remember
Just because your Web site receives heavy traffic every day doesn't mean it will transfer to sales. Set realistic goals. Also investigate search engine strategies for your site; your efforts and money could be wasted if you don't have any visitors.

Think about which products and services you'd be willing to purchase online and which ones you wouldn't. This thought should help you decide if putting up a web site is worth the time and money. Would you find a physician or dentist online and use him or her without recommendations? Most likely not -- but you might use an online appointment service for your current physician. Would you consider ordering from a bakery you discovered on line? If the photographs of their bakery goods looked mouth-watering, there is a chance you would. Most consumers would also order books, gift items, sweaters and baby toys online. For those business owners offering a service, a Web site is a way of introducing yourself and allowing the consumer to learn about you. If someone is interested in your particular service such as personal or business coaching, pet sitting, or party planning, initial contact is usually by email.

Creating a Web site and selling a product or service online is an important step. Be sure to investigate your options and ask lots of questions, and you'll create a plan that can succeed.

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