The Seven Secrets of Small Business Success Online

The dot com boom has came and went, but as investors lick their wounds, many small businesses are finding that the Internet is their key to increasing revenue in a lackluster economy. Even though high tech is a dirty word for many businesses, more people have ready access to inexpensive computers and internet service than ever before. As a result, consumers and businesspeople alike are increasingly turning to the Internet as their most convenient first source for information on products and services — locally or globally.

Having a site at all is, in fact, the first of seven key secrets to extra small business profits from an online presence. What the others are may, in fact, surprise you. You do not have to have another expensive high tech Amazon site to make money online. On the other hand, a web site shouldn’t look like it was developed by your kid brother, either. Garish colors, silly animations and fish-tank-webcams slow down your site, put off serious customers, and worst, distract from your products and services. Just like any other successful sales material your web site should be focused tightly on what you are selling. It should look up-to-date, and for maximum return, you should freshen it periodicly to make sure customers feel they are getting the most current information.

First Contact

In many cases, your web site will be the first time your potential customer sees your products and services. As such, it is your first line salesperson, and it should start the sales cycle accordingly. Anticipate the usual customer questions, answer them up-front, and tell them why it is important to them that they do business with you.

Free Yourself

Not only is your web site your twenty four by seven salesperson, it’s also your round the clock support person as well. You or your staff spend time every day answering common questions about your business and your products. Whether it’s your business hours, directions to your office or showroom, or how to make the most out of their purchase, make sure that your site answers as many of your common customer questions as possible.

The Importance of Being You

Since your products and services are continually going to be compared to your competition, be sure you make it clear to your potential customers just why they should come to you with their business.

Less is Often More

While there are finally good, inexpensive solutions for actually taking orders and payment online, ask yourself if you are ready for that yet. If you’ve got a small handful of specialty products that you can deliver nationally (or even globally), then go for it, but otherwise it’s fine to start out sending customers to a real live person (whether in person, via phone, or e-mail) to take orders.

Be a Savvy Client

Know your budget going in, and work with a developer who can stick to it. While getting a good professional website developed can be cheaper now than ever before, beware of developers who aren’t prepared to show you realistic costs from the very start. Your first meeting should generate a meeting of the minds between you and the developer as to where you want to arrive in terms of features and costs. Once that is done, insist on an estimate that discloses all of the costs. But be prepared to do your part too — have artwork, logos and copy ready when you are expected to and don’t make constant changes that drive up your costs. Don’t pay everything up-front. While it’s common for 1/3 to 1/2 of the estimate to be payed up front, the final settlement should come with the final product.

Always Be Closing

As trite as it sounds, sometimes the oldest cliches are the truest. Your site should always be driving the prospect to the next step in the sales cycle, whether that is sending an e-mail, placing an order online, reaching for the phone, or coming to your location. Keep materials focused, and keep the customer moving.