10 Reasons You Need a Website - Part I

Today’s culture is more Internet savvy than ever before. Websites have become the most powerful marketing tool a business can possess, and as such are considered the centerpiece of any marketing strategy.

Still, as a small business owner or manager, you may be wondering, “What could a website possibly do for me? Why do I need one? How could I afford one?” Consider the following 10 items below:

1. Customers are looking for you. In today’s internet savvy world, people are much more likely to do a Google search to find a business rather than open the phone book or the newspaper. By not having a website, you may be missing out on business.


2. Customers want to research beforehand. A lot of people, especially tech-savvy individuals, like the ability to anonymously research a business before making a decision. Provide the right information via a user-friendly website, and you can “reel them in,” as it were.


3. It gives you credibility. A website allows you to share the number of years you’ve been in business, your experience and education, as well as photos, testimonials, etc. This establishes credibility, especially to people who have never heard of your business before.


4. Many people won’t “buy” unless you have a website. In today’s market place, a huge part of a business’ image and credibility is based on its website. If it doesn’t have one, or if the website falls short, then the business’ image and credibility is diminished – even before the person contacts the business. You may be losing customers without even realizing it.


5. It puts you on even – or higher – footing. It used to be that only large companies had the cash flow to market themselves as highly professional. But the Internet has leveled the playing field. With a well-designed website, a one-woman business can out class the larger corporation down the road. It’s not about who’s bigger – it’s about whose website is better.


Stay Tuned for Part II - Reasons 6-10

The Personal Preference Struggle

As small business owners, we pour ourselves into our businesses. They hold our blood, sweat, and tears. They embody who we are as a person. After all, our businesses exist because we have a personalized skill set we want to share with the world. (While also earning a living!)

Because our businesses are so infused with who we are, it can be a challenge to let go of personal preferences when, from a business and marketing perspective, it makes sense to do just that.

For example, say Sally owns a spa. A spa is a place of calmness, escape, and relaxation. Therefore, any marketing materials should embody colors that reflect that, such as soothing greens, blues, and neutrals.

However, Sally's favorite color is red, and that is the main color she wants to use in her marketing materials. But red represents energy - the opposite of the calm and relaxation her business offers. Thus, not only would that color choice not adequately reflect her business, but it would likely deter potential customers. Why? Because, visually, it is sending the wrong message.

As much as our businesses reflect who we are as individuals, we must remember that our ultimate goal is to attract customers. Therefore, sometimes we need to set our personal preferences aside in order to send the right marketing message.

Become a Killer Brand

Let me begin by saying two things: one, this is one of the best marketing and branding books I have ever read, and, two, that I am not getting paid or reimbursed in any way to say so!

If you want your business to really stand out from your market, you NEED to read this book. I picked it up by chance as I was browsing the business section at Barnes & Noble one day. It has an unconventional cover for a business book (which I love, and only further proves the author knows how to market!). I was intrigued, picked it up, bought it, and have referenced it numerous times since.

The author, Frank Lane, has extensive experience in the marketing world. Do you remember the slogan "Shout it out!" from back in the day? Frank was the man behind that tagline.

In his book Frank explains, through a very simple and practical process, of how to become what he calls a "killer brand." In other words, how to position and market your business so that it not only stands out way beyond the competition, but that the message of what your business offers is communicated clearly and directly. Thereby leaving your market base with no question as to who you are and what you offer - and why they should choose you above the competition.

It truly is a must-have book; well worth the money. I highly recommend!