In today's new economy, having a business web site is not just a luxury, it is a necessity. Think of the Internet as a gigantic Yellow Pages book. More and more people use the web to search for information, services and products. If you are not there -- your competitors are. Can you imagine not being in the Yellow Pages and trying to reach your local market? Many businesses now have web sites. In fact, it is very noticeable for a business not to have a web site. More and more, the question is changing from "Do you have a web site?" to "Is your site up to date, and able to compete in today's high-tech market?"

It is easy to build a web site. Anyone can do it for little or no money. It is not so easy to build a professional, cross-browser compatible, aesthetically pleasing site that is quick to load, user-friendly and interactive. Is your current web site helping your business, or hurting it?

The first question you need to ask yourself is, "What do I want my web site to accomplish for my business?" Do you want to increase revenue, decrease expenses or make things work better? Maybe you want to do all three. Here are some powerful reasons to start a web site or update your current site.

Identity

Let people know your name, who you are, where you are and what you do. The information superhighway has no geographical limit. It is open 24 hours a day and 7 days a week. If you are not there, potential customers may not know that you even exist. If you are there, what is the first impression that your potential customers are getting from your current site?

Product and Service Information

Exposure is the key, and information is a powerful marketing tool. Educate the public with detailed information about why and how they can benefit from using your products and services. Content is King on the Internet. Make sure that once your customers get to your site, they get the information they were looking for and are happy they came.

Up-To-Date Information

One of the benefits of having a web site is you can instantly update your site so that your customers have current and timely information. What other kind of marketing tools can allow such flexibility? Is the information on your current site up to date and a reflection of your current marketing strategies?

Broader Customer Base

Your internet presence exposes you to a greater number of potential customers whether you are concentrating on local, regional, national or international marketing. Customers with internet access are a highly desirable market segment and they are using the internet to find information. It is estimated that 59% of the population in the United States (165 million people) are online and that these people use the Internet to find products and services. This number continues to rise rapidly.

Point of Contact

Use your web site as a store front where potential customers can enter and find answers. Make sure you provide names, numbers, addresses and directions to allow people to get in touch with you. Does your current site have a map, business hours and an email link for customers to get a hold of you?

Save Staff Time

By posting information that your clients and potential clients are looking for, your web site becomes an initial reference point for your clients. Information is available immediately electronically as opposed to having to be requested and mailed. Does your current site have the information posted that is most frequently requested over the phone?

Valuable Input

Your web site can allow quick feedback from customers. Interactive forms, surveys, and information requests are valuable to you and your customers. Are you taking advantage of your current site to get input from the public?

Greater Image

Finally, having your own site, with your business name as the domain name can greatly improve your professional image. Make sure your web site address is printed on your business cards, stationery and all advertising material. This shows people that you are an established, reputable business.

And remember, once you have a site, you need to promote it. It should be on every piece of paper you hand out or email you send that has your business name on it. You also need to make sure you register your site with search engines to help people find your site. And, most importantly, promote it verbally and as often as you can. If people know it is there and it has the information they are looking for, they will use it. Don't be afraid to say, "I can send you that information, or you can find it on our web site." You might be surprised how many people choose the digital format.

So, let me ask you: "Do you have a web site?" and, if so, "Is your site up to date, and able to compete in today's high-tech market?"