by Doreen Martel

Created on: December 20, 2011

According to a February, 2011 article in Information Week, 58 percent of consumers turn to the Internet before they make a purchase. Consumers depend on a combination of search engine results, social media and company websites to aid them in buying decisions. While many of these consumers do not make instant decisions about their purchase, websites provide a starting point. The study also shows that consumers depend on social media to filter information they find online. However, when running a business, social media tools allow consumers to share information with others potentially increasing the pool of potential buyers.

Providing information

The importance of a website when running a business is often found in the intrinsic value that is provided to potential customers. Business owners typically have control over the information that is contained in their website. This means they can post information to their site that adequately explains their products or services for consumers. This type of information can help avoid misunderstandings about information that may be being distributed about a company.

Customer testimonials

Websites that offer consumers the ability to provide testimonials regarding their products or services are generally seen as being more trustworthy. Potential customers can see “real” testimonials from actual users of the products or services. This helps build credibility and over time, may also help build a new customer base.

Brand building

Websites can be an invaluable tool for a business when they are developing their brand. Business owners are often seeking ways to make their companies become a household name. Without brand recognition, companies are not likely to have a well established name. Websites (when well designed) can help develop a company brand.

Company reach

With few exceptions, most companies do not conduct their entire business in their own back yard. Most companies offer services or products that can be used by consumers in the next state or across the country. In order to reach consumers across the country without the expense of traditional advertising, websites are an invaluable tool. Companies who have an active web presence can reach out to consumers from all over the world - they can be found with nothing more than a quick search and a click of a mouse. Websites are cost effective and provide ready information for consumers.

The importance of a website when running a business cannot be underestimated. While not every company will benefit from a website, most businesses will. Business owners who are interested in a consumer base that is outside of their geographic areas may benefit greatly from having a website. While a website does not guarantee success of a business, the lack of a website may result in a lower success rate in converting customers. Those who have built service businesses can benefit greatly from having a website.

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