You've heard the predictions and warnings...The Web is the future for a business of any size...You need a Web site to present your company to shoppers...Get online if you want to survive...

Is it all true? Does your business really need to have a Web site?

Most businesses have no intention, and no need, to open an e-commerce store - a place to sell your goods and services over the Internet. So why go through the trouble and expense of getting a web site?

The answer is simple. More and more people are shopping online. The numbers for sales on the Web only show the tip of the iceberg. A 1999 eCommercePulse survey of more than 103,000 online shoppers found they were spending up to nine times more offline - in their local stores - than they were spending online...but where were they shopping? Online.

Customers are looking for products, comparing prices and finding information before they leave the house to make a purchase. If you are online they can look at your information and head to your store when they walk out of the door.

It's a no brainer...if you want to catch your share of the online shoppers you need to be online.

Does that mean you need a complex Web site? No. If all you want is an online flyer - a place where people can find your information - your Web presence can be a simple directory listing that allows you to add current information to advertise your sales or the hot items people are shopping for. If you want to list all of your inventory, you will need a bigger, more complex and more expensive site. That's why you need to tailor your site to your business needs.

To help you decide what you need ask yourself:

What do you want your web site to do...
Are you looking for a full blown online shop to advertise your business AND make online sales?
That means a Web site - preferably designed by a pro who can guarantee that the site will work well and get found in searches.

Are you looking for a site that will let people know you exist and a few of your best offers?
Look for a directory with good reach that will let you update your online information on a regular basis and that offers more than a name and address as a listing.

How many sales or leads will you need to break even on costs?
Do your research. If you plan to invest $5,000 to 10,000 on a complete e-commerce Web site, how many sales will it take to recoup that investment? Think of your Web site as adding a new wing onto your store. You need to know whether the benefits will justify the cost before you call in the contractors. How do you plan to market the site? How many employees will it take to build the site, maintain it and provide customer support to online shoppers? What will hosting and bandwidth cost? Will you need to hire someone to "optimize" your site to get it found online?

These are all hidden costs of online sales that add to the total cost of a Web site. A simple listing will cost much less and you can use the staff you have to provide support. You may generate less revenue from this type of online "site" but your net profit may be much higher.

Before you jump on the Internet band wagon with both feet, give some serious thought to what your business needs from the Web. Look at some of the directories to see what types of listings they offer and what the yearly costs will be. You may be very happy to learn that you can get online without mortgaging your business...

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About the Author...
Chiff.com Directory Editorial Staff

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