It’s 2009 and you don’t have a Web site? Unfortunately, many folks skip the important step of building a Web presence for their business. The most common reason people aren’t on the Web is because of the time it takes to build a Web site. Sadly, many entrepreneurs face this reality when they get knee-deep in perfecting their small business. No worries, the recipe for a great small business site are here.
A Website is necessary so you can be accessible when customers need you. Think about many times you’ve researched a business or an industry (say, marketing automation), and that you’ve scanned through that Website learning about what you searched for. Millions of people do it every day, always searching for the next answer, the next solution, then next piece to their puzzle.
If you’re not on the Web, all I can say is, “Sorry.” In order to attract new customers to your business, you need to have a decent Web presence. For a fraction of the price of a Yellow Pages listing, you can get your own dot-com. After you have your own Website, you can begin the process of advertising on the Internet, capturing leads, nurturing leads and even selling your product on the Web. Then, you take those leads into Infusionsoft and you follow up, and so on and so forth.
The ingredients for a perfect small business Web site that will attract even the most discriminating customers vary based on your industry, products and services offered and willingness to go digital. For starters, I’ve included the basics of a powerful small business Web site.
Ingredients of a Great Small Business Website
- A easy-to-remember domain name. You can even get multiple domains if you’re not sure. You can get started and pick up a domain name for as low as $1.99 at GoDaddy!
- A reliable, trustworthy host. Find a reliable Web host to serve your Website. (A domain is just the dot-com, but a host is where it points to.) We’re geeks and may be biased, but we love Dreamhost, Site5, BlueHost because of great customer service and relatively low cost.
- A clean, clear and readable design. Once people visit your new home on the Web, you don’t want to scare them away thinking that you’re on training wheels on the Web. (People love slick, powerful and clean Web sites.)
- Content, content and content! When you browse the Web, you aren’t looking only for contact information. Write up informative and interesting articles about your industry.
- Link to all pages. What a tangled Web we weave! It’s ideal to link to all pages as to not ‘orphan’ them from each other.
- Update your Website. If you have a Website, consider giving it a new coat of paint and update the content on it so people obtain the freshest and most consistent experience.
- Say ‘no’ to animated GIFs, Flash Intro, background music. Seriously — your customers aren’t impressed and are likely placing their mouse on the back button when they see (or hear) these.
- Get Social. What makes a small business Website rock? The grassroots support that your customers have to you and your business. Encourage them to tell others about your Website. Related: See my 4-step action plan for social media marketing.
- Include the basic information people want to know:
- About/Company Information – Let others know about your company beliefs and history.
- Contact Us page – A page detailing how to contact you through phone, email, Web and postal address.
- Services – A list of the services that you provide.
- Products – An organized listing of your products and services.
- Guarantee/Promise – A clear, open page that people can read about your policies, guarantee, refund policy, warranty, etc.
- Specials – Virtual coupons that Internet users can claim.
- Lead Capture – A special discount, special report or eBook that people can subscribe [opt-in] to.
That’s the basic ingredients needed for a great small business Web site. It should cost you no more than a couple lattes for a year of Web presence for your small business. After a few months, you’ll be able to see a new trickle of warm leads, hundreds of new hits and even calls regarding your Website. As you perfect your online offering and lead capture, you’ll be ready for search engine marketing.
Do you have a small business Website and want some tips or want to show it off? Share it in the comments below! 
