In these uncomfortable financial times, it appears that more and more people are moving towards the internet for purchases and away from traditional high street shops. But does every company need to have a web site?
There will be those firms that probably do not need a web site, such as a small greengrocer who may well have stock that is only on the shelf for a day or two and so does not lend itself to online marketing. Maybe the best option for businesses such as this is to have a listing in Yell.com or another of the local listing websites, so that anyone looking for a local business will locate them there. They will also be able to find out basic details such as opening times, telephone number etc. This should prove enough for such a business.
The large superstores all have web sites that can be used for Online Marketing and have effective delivery services to make sure that groceries arrive quickly. However this kind of service may well be beyond the resources of a small local greengrocer, or the like and is most likely unnecessary.
Another kind of business that may need a minimal web presence is bespoke clothing, such as wedding dresses. Their web site may well be a showcase of a collection of styles and prices to tempt the user, in the hope that they will come to the premises and take the next steps such as measurements, fittings and final purchase. It does not seem realistic to offer these aspects of their service online, although contact details are critical and customer feedback would also be helpful.
There is a convincing argument that for small local businesses, an advert in the local free newspaper and word of mouth referrals may well bring in enough local sales to keep the firm going. But what about the future, as more and more people look online for their key purchases, it is really only a matter of time before they look for more and more of their daily requirements online in numbers.
What is really striking about even just a small showcase web site is that once it is up and running, it’s available 24/7 for potential customers to find whenever they do a web search. So in that context, it would seem like a good idea for the bulk of firms to have a web site to show that they are being up to date and so should look more appealing to modern day customers.
Where companies do have web sites it will be essential that these are optimised so that when a user carries out a search in Google, for example, their Search Engine Placement will be on the first page of the organic listings, in the hope that this will result in an sale, or an email or a phone call for a meeting.
The company would need to take on a reputable Search Engine Optimisation Company to undertake the work, and various checks can be made to make sure that the company is capable of delivering the right results.
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