Is it necessary every organization have a website and how much capital should they spend on it?
October 18, 2009
All companies will gain from some presence on the internet, even if it is only a uncomplicated listing on a site such as yell.com or one of the other business directory sites. That way, even if customers would not contemplate purchasing your product or service over the net at least they can find your address details so that they can visit.
It may be that a little more information would be useful to the customer, say for example you are a bridal shop the chances of a bride buying a dress from you via the internet are low but she may very well want to know a few things about your company before deciding whether to drop in. Shop opening times will be of use as will knowing if an appointment is needed. She may also want to discern what price range of dresses you sell, which designers you work with and whether you sell accessories, bridesmaid dresses etc. All of this information means that a simple 3 or 4 page website would be well received by a customer base who are more and more used to seeing what they want on the internet.
That said, the trade you will attract will still be rather local as clients will come to visit you in person so there is no need to spend big amounts on listing the full range of your stock, having photos of everything taken and offering a “buy on line” service available. The cost of a practical simple information website should only be a few hundred pounds and there is no need to spend on Online Marketing or be bothered about your Search Engine Placement as customers will search for you via your company name.
Other businesses, whose market is more suited to national or international sales will need to invest heavily in their website if they are to tap into the potential of the net. If we look at a business that sells car windscreen wipers on line we can see the difference instantly. If the customer knows that the wipers she sees on the website will fit her car and that they are a good price she will buy from wherever she is. This could mean national and international purchases for the organization that they would simply not receive from having a place on a high street. Money spent on Online Marketing provided by a SEO Company is however in this example crutial. If you do not have a good search engine positioning none of those potential customers will find you as they will not know you by name; so investment in both site development and Search Engine Placement is crutial.
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