By William H. Langdon, Jr., RFC CFS BCM RFP
When I meet an entrepreneur who does not have a web site, I ask ‘Why not?? The typical response runs along the lines they do not really use the internet much in the course of their business, so why bother? That is when I explain the reality is they do not need to use the internet to benefit from an internet presence, just as they do not need to read the chamber of commerce business directory in order to benefit from being listed in it. Most purchasing clients use the internet as their main source of information and if your business is not online, you are overlooked.
So, why not invest in your business future? I asked Luc Robert ‘Slick? Poirier, co-founder and chief operating officer of Slick and Bubba’s Elite & Expeditious Websites, how much a business should expect to spend on an internet project? I learned, bottom line, websites are more cost effective then people think.
‘Compare the price for a full page, 4-color ad in the phone book to an impactful internet presence and you’ll see why there are fewer advertisers in the 2005 Yellow Pages than there were in the 2004 edition,? Poirier said.
He suggests checking Click Z Stats, the leading web marketer’s guide to online facts, internet research, and trends and at www.clickz.com for other useful, real time information. Perhaps a better question to ponder on is how fast do you want your business to grow?
Your site does not have to be a major investment. Most computers today come with free web building software. ‘If you can type and move a mouse, you can build a basic web site,? said Poirier. If you have any questions go online and find the answers ? they are out there. If you do not want to learn software, but still want to do it yourself, go to sites like www.geocites.com and get everything, you need for less than $5/month: domain registration, hosting, web building tools — the works.
Powerhouse retailers like Sam’s Club are now offering-in on the do-it-yourself web page (go to www.samsclub.com, look on the left margin under Business Needs and click on ‘Business Web Service,? and sign up). Costco offers similar packages on their website (www.costco.com). Before you rush off and utilize these more than reasonable online services, consider this universal truth: You get what you pay for.
‘You create your site using what’s being made available to you from a database open to anyone purchasing the same package,? Poirier said.
Individuality is not a wide-open option here and you run the risk of looking very similar to another online presence and, worse, blending in. Moreover, although easy, unless you already have a familiarity doing this sort of thing or are comfortable using your computer, what you save in money may cost you in time capital, and for business owners this is a commodity already in short supply.
If you would rather spend your time building your business, Poirier suggests hiring a freelancer who can put together a web site for a fraction of what it costs to hire a company. Better yet, consider doing in-kind trade (you trade a fixed dollar amount in goods and/or services for the same amount in goods and/or services) with someone well versed in the web assembly arena. The drawback is if another project comes along that pays better and suddenly takes priority over yours. When time is money, how much did you really save if your project is on hold until a more convenient time?
For the highest return on investment, Poirier advises speaking with a rep from a web design company. ‘What I mentioned earlier about typing and moving a mouse is true about building a site — and anyone can do this — but there’s more to it than that. What’s done behind-the-scenes for a web site directly impacts how hard it works for you, how well it drives qualified purchasing traffic your way, and many, many other aspects too numerous to list but nonetheless vital,? he said.
Depending on the degree of work you want your web site to do for you, will directly affect what you should expect to pay for a professionally done site, but don’t be quick to bawl at quotes. True, you can get a site for next to nothing, but do not set your expectations too high regarding what it will do for you. If unsure about a quote, get a second or third.
‘They are usually free. You can also take advantage of varied payment options. Many companies can set up monthly installments to your credit card, offer ‘web leasing? programs, and have plans that stretch up to 60 months.?
The advantage here is you can budget for your project without tying up precious spending capital (Poirier mentioned this is one of the more popular programs at Slick and Bubba’s). Another popular Slick and Bubba’s option involves e-commerce (selling your goods and/or services online) projects. Instead of budgeting for the site, the client pays a percentage of online sales.
‘The advantage here is we don’t make money unless our client does, so we have a vested interest in driving purchasing customers to the site,? he said.
To quote an entrepreneur new to the e-commerce community: ‘For minimal investment, I’ve given my local business a global reach. That’s money well spent.?
Our business community is rich with web building talent; no doubt there is a company with a program that will feel right for you. If you are wondering where to start your search, ask business colleagues to refer someone. If you have a favorite web site you like visiting, it is fairly easy to find out who designed it. When interviewing companies, ask yourself if you’ll want to do business with them for years to come. After all, they are elevating your enterprise to a new level, so expect to have them around for a while. Trust your gut ? if it does not feel right, don’t do it.
Purchasing a web site is a lot like purchasing a car: Both are vehicles that will get you to where you want to go. One gets you to work; the other gets you the work. The only question you really need to answer is how much can you afford not to spend?
Looking toward the future internet is here to stay, so, using today’s technologies will increase your long-term success with your business. Always Remember, Success is, Failure turned inside out.
Langdon Capital Management, Inc. Investments* Retirement Plans ? Risk Management Registered Representative* Board Certified in Mutual Funds Graduate Institute of Business & Finance Member Practitioner Division F.P.A. Member I.A.R.F.C. ? Member R.F.P.I.