Web Have-Nots
No Longer
The critical question for small businesses today isn’t whether or not
to have a Web site, but rather, what kind of Web site should be developed
to best reflect the tone and nature of a business.
“A Web site is validation for any business—it’s that referral source,
the way anyone under 35 refers business,” says Scott Stephens, president
of Pixel Bridge Inc. (www.pixelbridge.com), a Web site marketing
and development firm in Boston. “Having a Web site today, in the
world of advertising, is like being in the Yellow Pages 10 years ago.”
Small businesses need to consider, then, what type of Web site
will best suit their needs. At the bare minimum, Stephens says companies
need the equivalent of a five-page brochure. That means
having a home page that’s visually appealing and which reflects the
brand, look, and feel of your company. Other requirements are a contact
page, which includes directions and basic contact information;
a page or two discussing products and services, along with pictures
or visual representations of what’s for sale; a specials page that gets
updated occasionally with news about the company and special promotions; and a page reflecting the story of your business to give visitors
a sense of the company’s identity.
Keeping the look and feel of the site highly professional is another
must. “We’re at the point in the evolution where it’s not cool enough
to have a Web site—consumers are savvy enough to look at a site and
know whether it looks professional enough,” Stephens explains.
Beyond the basics, companies can opt for additional functionality
either along the lines of e-commerce capabilities or service features.
Businesses selling consumer products that can fit easily in a mailbox
are good candidates for an online storefront on the site, especially if
they’re looking to expand sales beyond the local market.
On the service side, a Web site can go the extra mile by including
features that make it easier for customers to conduct business. For
example, a pizza shop could enable customers to place orders online
at the Web site, or a landscape contractor could add capabilities to
their site to allow clients to schedule jobs. Extranet functionality is
big for professional service companies, allowing clients to log into a
secure area to view work-in-progress.
Providing Web-based tools to streamline interaction is a win for
the small-business owner as well—not just the consumer. “With capabilities
like that, you might not need two customer service reps anymore—
just one,” he adds.
BA
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