Will a web site help business

CL writes: I run a small business and I have read that the amount of business transacted on the Internet is about to explode. I have not yet considered it necessary to have a web site but I am worried that I may be left behind. How do I set one up and is it a simple case of reproducing my company brochures on the web site?

Answer

Setting up a web site is an easy and inexpensive business. You should pick up one of the many Internet or new media magazines at your newsagent and you will find plenty of people offering to get you going on the Net for a modest outlay. What is difficult is setting up something that is successful and memorable. It is a bit like setting up a shop. Anyone can find a premises and fill it with stock but whether this becomes a thriving business will depend on other things. There are many views as to what constitutes a good web site. However, some of the issues that you will need to consider are as follows. Location: How will people find your site? To guarantee visits you need to attract people. This means finding somewhere where your target audience is already and then letting them know that you exist. Registration with the leading search engines will help and is free. You will probably need to use more traditional advertising as well; Competition: The Internet is a perfect marketplace in that everyone has a similar chance of being found. This means it is easy to check out whether someone is offering a better alternative. Try a few searches in your area of business and see who else is in your virtual high street; Price: This follows on from competition - but make sure to cover the cost of shipping and state clearly where you are prepared to ship to and where you do not wish to ship; Service: This is the most difficult to deliver. Can you offer on a computer screen what your normal customers expect through traditional channels? You will also need to do some research and ask people if they would be willing to buy your product on the Net. There is a lot to take on trust when you buy on the Net and getting things right is likely to require proper plans and deep pockets.