By Dana Dougherty
Everywhere I go lately I am greeted by three words: visit our Web site! My question is why?
Why do such small stores go to the bother and expense of maintaining these sites? Every business from grocery stores to corner stores seems to have a Web site.
Why do such small stores go to the bother and expense of maintaining these sites? Every business from grocery stores to corner stores seems to have a Web site.
Many small business owners say they think not having an Internet presence would leave them a step behind their competition.
The World Wide Web is such an huge and misunderstood thing. I have to wonder it’s worth it.
At first glance the Web seems like a great place to maintain a company presence, but how many other companies had the same idea?
A simple presence on the Internet just isn’t enough. One page of information about your store — similar to a brochure – isn’t going to do much when you have to compete against millions of Web sites.
Some stores like O’Shea’s Market Ireland and the Glebe Apothecary are doing exceptionally well with their Web sites. People can buy products directly from the Web sites just by typing in their credit card numbers. But even these stores estimate that e-commerce sales make up a very small percentage of their business. The store owners have hired Web masters to maintain the sites for them and ensure a professional looking product.
But these Web sites are not of the same caliber as those lame advertising ploys that greet me in countless store windows every time I walk down Bank Street.
For a few thousand dollars, anyone can have a relatively professional-looking Web site, but can anyone maintain it and keep it useful to the people who end up at it?
It’s great to have a Web master who can ensure your name pops up every time someone types in a keyword relating to your business in a search engine.
But if you don’t have such a wizard at your disposal you’re out of luck. You’ve just spent a couple of thousands of dollars creating a Web site that no one will ever find.
Let’s face it, if someone can find 10 stores selling what you are, why would he or she continue searching a bit longer just to find your store.
If your site is just there to let people know you exist, you’re missing the point.
People who don’t know about you probably won’t find you on the Web.The ability of any company to advertise to a local audience using such a big tool is limited – making you just another needle in an ever-growing haystack.