5 Web Site Must-Haves
 By Lee S. Shaffer

A recent study by ShopLocal found that 85 percent of adult Internet shoppers used the Web to make more informed shopping trips to their local stores.

More and more, consumers are hopping online to do preliminary research on businesses in their area before deciding to get in the car and visit stores in person.

What does this mean to a small-business owner like you? Simply put, business Web sites are not just for online shopping anymore. Even if you’re not planning to venture into e-commerce, a Web site can serve an important purpose for your business.

The Internet is quickly becoming the new Yellow Pages. And if you’re not taking advantage of this goldmine for increasing traffic to your business, you may be missing serious income potential.

Most small businesses can benefit from a presence on the Internet. Your Web site doesn’t need to be expensive to create and maintain. Nor does it need to be fancy or full of bells and whistles. To meet your needs, it can be simple and modest in design. However, it also needs to be concise and user friendly.

And your site should include basic information if it’s going to be beneficial to your business. Think of your Web site as an electronic business card or marketing brochure that’s available to anyone with Internet access anytime day or night.

When you’re ready to claim your own corner of the World Wide Web, make sure your site includes these five must-have items:

1. Physical Address
Prospects need to know where to find you. And if this information isn’t readily available they may move on to another business.

To enhance the user-friendliness of your site, also include a link to a site like MapQuest so customers can quickly and easily get door-to-door directions to your place of business.

2. Hours of Operation
Potential customers also need to know when to find you. Give specific hours and days of operation on your site. If you close for lunch for an hour at noon, make sure to include that information as well. Nothing will lose customers faster than them arriving at your office only to find it locked up and dark.

3. Service or Product Description
Provide a clear, concise description of what you offer or what you do. Potential customers will be happy to get the information they need before they head out shopping.

Include pictures of your products so they can determine if you have exactly what they want. If you offer a service, such as dog grooming or tax preparation, include a picture of yourself to give your business a more personal and credible feel.

And don’t forget to provide Web site visitors with information such as how many years you’ve been in business, credentials, awards, local chamber or business association affiliations and testimonials.

4. Contact Information
Give visitors to your Web site a phone number they can call for additional questions about the products or services you offer.

Also include an e-mail address. Some consumers—especially those who are Internet savvy—would rather communicate via e-mail than make a phone call. And when you provide an e-mail address, be sure to check your mailbox frequently. Provide prompt and cordial responses. Good communication can build credibility with potential customers before they even walk in your door.

5. Up-to-Date Content
If you’re going make the effort to put up a Web site, you must also make the effort to keep your site current. The last thing you want is potential customers coming in your door looking for a product only to find you’ve discontinued that particular line.

Likewise, you don’t want to miss out on a purchase because you didn’t post the availability of a new product or service. Review your content frequently for out-of-date information and check for broken links or other malfunctions.

(Posted May 2007)

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