NFIB

Should Your Business Go Online?
11/ 26/ 2003

by Vicki Gerson

Just because your competitors are online doesn't mean it's right for your business. 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 any 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. Along with visiting your competitors' sites, 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?

The Web site could also be established for non-sales activities such as providing service support for current customers and information for new customers. Depending upon the size 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 will probably need to hire a Web designer, you still need to provide input and make the final decision as to how the Web site will look and function. Are you willing to spend the time to do this? A basic Web site could cost almost $1,000 -- while one with more features would cost more even more to design. All Web sites need to be hosted, which will be billed monthly.

* 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 your visitors 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. Are you willing to take all the necessary measures to secure your 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.

Just because your Web site receives heavy traffic every day doesn't mean it will transfer to sales. Set realistic goals. In addition, setting up a Web site -- without making sure it can be found through search engines -- is a waste of your time and money.

Creating a Web site and selling a product or service online is an important step. Be sure to "walk before you run," and you won't make any critical mistakes.

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