Avernis Thoughts

If you run a small to medium sized business, you may think you don't need a website. Maybe you believe just traditional print advertising, your location, or just Yellow Pages listing and word of mouth has worked to give you enough business in the past so there's no need to change? Or perhaps you don't think your customers use the web to seek products or services like yours?

Well, time to think again. If you want to stay competitive, find new customers and grow your business, you do need a strong web presence, according to George Nakata of Avernis, specialists in effective web site design and development, plus e-communications and marketing.

Here's six facts George Nakata believes you need to know:

1. Almost everyone uses the internet. 86% of employed Australians use the internet regularly, either at home or work, according to the 2008 CCi Digital Futures Report, conducted at Swinburne University's Institute for Social Research. Not surprisingly younger people are the highest users (over 90% of under 34 year olds), but all age groups are active in cyber space today.
   And the higher the income, the higher the internet use - almost 93% of those in the highest income bracket use the internet - and they won't find you if you don't have a web presence.
   We're also spending more time on line - on average 57 hours in the June quarter of 2009, up from 47 hours the previous year, according to ACMA (the Australian Communications and Media Authority).
   
   
2. Access growing. Nearly 80% of households and 95% of small to medium businesses have internet access, and 90% of households are broadband enabled, according to ACMA, making access to information faster and easier. The use of internet-enabled phones to access web information has also grown substantially.
   
   
3. Web an important source of information. The internet is more important than the traditional media of newspapers, radio and television. It rates as ‘important'or 'very important' for almost 70% of users; compared to television (33%), newspapers (47%) and radio (46%) according to the CCi Report. Internet users rate it as reliable an information source as newspapers and more reliable than television.
   
   
4. Internet purchasing significant. The number of Australians banking and shopping online has increased from 63 per cent in 2008 to 67 percent in 2009, according to ACMA. In an average month, just under half of internet users purchase products or services over the internet. Of those, the CCi Report found the average spend is $200 a month, while almost one in ten online purchaser spent $500 or more a month. More and more businesses are buying on line too.
   
   
5. 83% of internet users research products on the internet. For just under half this is a regular experience, with 12% getting product information daily and a further 31% doing so on a weekly basis, the CCi Report found. 92% of small to medium businesses look for information about products and services too. So, if a prospective client wants your business, will they find you on line? And will any listing give more than just your name, phone number and location, to help them decide to choose your services, not someone else's?
   
   Still need convincing you need a website to promote your business?
   
   
6. Approximately 71% of small to medium businesses reported having a web site improved business effectiveness, according to ACMA research. Keeping people (customers) more informed; increased awareness of the business; exposure to a broader market and being easier for people to access the business were key benefits identified.

According to Avernis' George Nakata, small businesses can use the internet to communicate with customers, 24/7, for example to give advice, let them book or change an appointment time or check products, prices and services, so you can deliver greater customer satisfaction and operate more effectively.

"And with more people buying on line, developing a website that satisfies customer needs, increases sales and avoids taking too much of your time away from other work, has real benefits," said George Nakata.

"But, don't be fooled into thinking that just putting up a website that can take orders is the answer to increasing your profits, there is a lot more to it than that. You have to recognize that customers want their online experience to be convenient and easy, and deliver the results they want, so you need to use web developers who will work with you to understand your particular business and provide the right web solution.

"Start thinking about your objectives for a new website for your business today. The rewards will be worth it," George stated.

*Janet Broadhead is the principal of B&A Public Relations, a specialist marketing communications consultancy. www.broadhead.com.au