Isn't Just Having a Website Enough?

But just getting a Web site is no longer enough in today's changing times, he and others agree.
"You not only need to be on the Web; you need to benefit from the Web," says Jesse Berst, editorial director of ZDNet AnchorDesk, a technology news site. "Putting up a Web site just gets you into the game. If you want to win the game, you've got to invest more time and effort to take advantage of the business opportunities the Web offers."

If you already have a Web site you should be thinking about these three things:
1. What can you do over the Web to increase your revenues?
2. What can you do to reduce your production costs?
3. What can you do to reduce your internal costs, such as your employee costs, office-supply
costs and so on?

The key question is: How can you use the Internet to better serve your customers, whether they're national or more particularly, if they're local?"

At the very minimum, most businesses could save some money by posting frequently asked questions, or FAQs, about their business, The savings will come in reduced time on the telephone you can refer callers to the Web site for answers to the same old questions.

Certainly, many small businesses may not be interested or financially able to develop fulfillment and credit card payment systems allowing them to sell goods to customers worldwide. Doing business on the Web doesn't mean transforming your entire selling process.

How about allowing your local customers to order online?

How about using the Web to order your supplies?

How about providing helpful information over the Web that will deepen the relationship between your business?

These are the kind of services that get people to take notice of your business and want to come and visit. In other words, you're offering something beyond your service or product line. You're developing a community among your customers.

While the World Wide Web has gained its stature by connecting people worldwide, the "great untold story" is its local impact, says Reynard. "You are seeing political candidates and political activists making great use of the Net to raise money," he says. "Small businesses are using it the same way to generate business."

Reynard seconds that, saying he knows of an island restaurant off the coast of Maine that posts its menu on its Web site and e-mails daily specials to those who sign up. Despite its remote location, the restaurant thrives, with the Web helping give it an image of sophistication.

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