Why a website is a must
for your business
A well-designed website is essential in today's
connected world as it helps
customers find,
use and rate your products
Whether you run a small flower delivery service or are in the
process of patenting a path-breaking in vention, it is
impossible to over state the importance of the Internet for
any business today. With one of the fastest growing populations
of Net users in the world, India will have an estimated 500
million Internet users by
2017, according to a recent IAMAI report. As more
and more Indians go online, the Internet is disrupting business
models and giving rise to a new generation of entrepreneurs
and small business owners.
SMBs in India have been surprisingly sluggish when it comes
to leveraging the Internet. India is home to over 51 million
small businesses, accounting for more than 17% of our
country's GDP. However, according to a study by advisory
firm Zinnov, only 20% of Indian SMBs (about 10 million)
are technology-ready. Just 500,000 SMBs have a website
and a mere two million have access to the Internet. This is set
to change in the next few years.
If you own a business, a website is a must-have in today's
connected world. Your website is where new customers will
discover your business, find information about your products
and services, and most importantly, get in touch with you.
Listing on online marketplaces or creating a presence on social
media is a good start, but not really a long-term solution.
As your business grows, it is important to have your own
online identity.
Take the case of Rajkot-based Jay Khodiyar Machine Tools
( JKMT). Founded in 1994, JKMT manufactures biomass
briquetting machines, which turn agro, forestry and municipal
waste into biomass briquettes. Since creating an online
presence--a professional website and personalised email
addresses--JKMT's businesses inquiries have grown by 500%.
That's what an effective online presence can do.
There are several compelling benefits to having your own
website.
1.
Discoverability
Every business is special, but it needs to be discovered first.
Today, when people look for any new product or service, they
first search on the Internet.Typical consumer behavior is to
search for a category and then choose the brand. The goal of
every business is to be the leader of their category. And that
is where the website comes in. A website with the right
keywords is crucial for getting discovered.Even if most of
your business happens offline, your customers still need to
find you online to even know that your store exists.
Discoverability matters.
2.
Differentiation
Your website is a great tool to differentiate you from other
similar businesses. It immediately sets you apart and makes
people view your work as a seri ous, legitimate business.
A website allows a business to customise its look and feel,
the way you converse with the customer and create a
differentiated customer experience. A differentiated business
takes the conversation away from pricing and focusses on the
brand value and its products.
3.
Communities
Your website provides a platform for customers to engage with
you and each other through forums, discussion boards, ratings
and reviews. Your website and social media go hand in hand
in creating a compelling online branding for your business.
Customer success stories, user reviews and feedback can go a
long way in building confidence.
4.
Brand Protection
Protect your brand on the Internet by selecting the right domain
name--it will have a lifelong impact on bringing in traffic and
in turn, success. With almost 100 million domain names already
in use, finding an unused name that is unique to your business
can be difficult. Choose a domain name that is logical,
memorable and easy to type. Keep an eye on the future.
Book your domain name across different options such as
.com, .in, .org, and even
the new name options such as
.guru or .photography
(depending on the business you are in).
Then make sure that they all redirect to your official domain.
This will ensure your name is protected.
5.
Marketing and communication
A website can become your number one marketing tool since
it allows you to share information, communicate with customers
and display testimonials.The right keywords will help ensure
your website performs well on the SEO front, making it more
visible to customers. Food delivery services such as
Spoonjoy.com and Freshmenu.com are great examples of
businesses that are effectively using their websites to market
and communicate.
6.
Product education and awareness
Your website is the best place to host product demos, trials
and manuals that customers can access and share. It is also
convenient to share links on social media or email as required.
For example, Greentech Life, a Bangalore-based seller of
`smart' dustbins that simplify composting, uses its website
to educate customers on correct way to compost.
7.
Cost saving
If you think the cost of building a website is a deterrent,
consider the opportunity cost of not having a website.
A website allows you to effectively use digital media for
advertising that generates traffic on the website.
Not only is online advertising cheaper than print media,
it is also far more effective.
Building your own professional website is not difficult.
A website with a custom domain name costs as little as
`99 a month. There are web-based platforms and technologies
help you build your own website. As a small business working
to build your digital presence, building a website may seem like
an overwhelming task. However, the truth is, building a website
is the single most useful investment that you will make to help
grow your business. And the sooner you do it, the better.
|
Rajiv Sodhi.ET21SEP15
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