Why Small Business Needs A Website…
Years ago I was at the local auto body shop after my GrandPrix got hit by a reckless driver. In my chat with the owner I asked him why his website wasn’t listed on his business card.
“We don’t have, or have any use for a website,” was his reply.
I nearly spat out my last sip of coffee when he said that! Granted that this conversation took place in 2007 but I know for a fact that many small business owners still feel this way today.
It’s ludicrous.
Every single business – small or large, whether service or product based, needs a website. The website doesn’t need to contain your price structure, doesn’t need to showcase every item you carry, but it should be enough of a website to provide contact information and a general overview of what your business does.
It also doesn’t need to cost a fortune. You know today you can register a domain name for $10/year, add hosting for $50/year, grab a decent template from the hosting company (free) and add your own text and graphics as easily as you post on Facebook and share your photos through Flickr.
1/2 a day’s work and $60 and you’re done.
If you’re still not convinced that your small business needs a website, I’m sharing with you (below) the note I wrote to the Auto Body shop in 2007. If you read it and consider your own business use and mandate, I think you’ll find the case for a website to win.
Letter to Bancroft Auto Body Regarding A Small Business Website
Larry, last month we spoke on the phone and I promised to put some information together for you on how Bancroft Auto Body could benefit through website ownership.
I’m no closer to concrete reasons or research today than I was a month ago.
This is not to say there is little argument for website ownership for Bancroft Auto Body – only that I haven’t found much targeted research to share with you. It also doesn’t help that I know very little of the auto body business – I’d never had an accident until the Grand Prix was hit.
What I Can Show and Share:
More people use the internet to search for local business and specialized service today than the phone book.
Google owns 64.4% of worldwide search interest. Run a search on Google. Results for the search term Bancroft auto body (lower case intended) is below.
google.com
#1 – A+ Collision
#2 – Bancroft Auto Body through ProfileCanada. Your listing looks and reads as such: Po Box 269 Bancroft ON, K0L 1C0 Phone: 613-332-3575 Fax: 613-000-0000
google.ca
same #1 and #2 as above
#3 is a Cambellford, Ontario site. Your listing reads as such: Bancroft Auto Body
9 Armstrong Lane, Campbellford, ON K0L 1L0, Tel: (613) 332 3575
#8 & #9 is cdnauto.org which also lists BAB as a Campbellford business.
It’s time to fix these errant listings and let people know who Bancroft Auto Body really is!
A Website Adds Credibility to Your Business
As an author and online business blogger for the last 6 years, I spend 10-15 hours per month in research. In mid-2007 comScore (one of the largest business research companies worldwide) surveyed and documented approximately 100,000 respondents regarding ‘perceived credibility’. Results were clear that a business without a website had less credibility than a business with a website – even if the second business’ website was outdated or poorly designed!
Unfortunately I cannot relocate that report and struggled over even including this section in this letter. I firmly believe however, a quick chat with a few friends and family will give you the same results – all things being equal, a business with a website has more credibility than a business without a website.
Consider as well, that in November 2007 over 150 million websites exist. If a company doesn’t have a website, potential customers can become apprehensive about the business’ credibility.
Capturing More Market Share
I make a liberal assumption to say that you have already captured most of the local market share through our town’s insurance companies and established clientelle (based on tenure, personal recommendations, and/or lack of any real local competition).
But what if your business could increase by 10-30% as a result of an internet presence? Could Bancroft Auto Body handle the extra work, the extra income?
A case scenario:
a) A tourist has an accident and would like to have the work done before his vacation ends. He jumps online to find an auto body shop in Bancroft. He finds (i) Bancroft Auto Body is in Campbellford, (ii) the top result (and therefore the perceived ‘best’) auto body for Bancroft is A+ Collision, (iii) neither has a website therefore neither is credible, so he’ll just drive his smashed car on his vacation until he returns home to find a legitimate auto body shop in his own town.
I do know one thing about your business Larry – your ‘word-of-mouth credibility’ is strong in this community. What if it was equally strong to a world wide audience? What if the tourist in the case scenario above found your website and had the work done at Bancroft Auto Body? Do you think he’d go home and tell people about it? Do you think he’d ask for a business card he could give to his buddy who needed some exceptional work done on his old ‘57 Chevy?
I can actually envision pages on your website of client testimonials. I can further envision car fanatics from all over Ontario driving or shipping their cars to you once they found all those testimonials, your before and after pictures, your list of services, and the ’story’ behind Bancroft Auto Body. (This is marketing on steriods.)
Strutting Your Stuff
Again I do not know your business or industry well, but if there is an area that you excel in there is no better place to market your specialized services than online.
Hypothetically let’s say you are the finest sprayer in Ontario for custom finishes.
- Who else knows this besides the locals?
- What if every luxury car dealership in Ontario knew?
- What would that do for your business?
I always like to ask people who do fine work and offer offer specialty services:
“How many people can you reach via a yellow page ad? A newspaper ad? A brochure or flyer?”
Consider that each of these media forms has a limited shelf life.
- Each is expensive.
- None are interactive nor allow relationship building with potential clients.
A website, on the other hand, is full-color, multi-page, ever changing, and allows customer-business interaction through feedback forms, email contact (far quicker, cheaper, and more efficient than phone calls), as well as lending more credibility to your business. Potential reach in all of North America? 237+ million. 70% of the population.
Potential reach in Canada? 22+ million. 67% of the population.
Why People Surf
I know many people who surf websites more than they watch television now. Of all ages. In all professions and income brackets. It’s a source of entertainment. It’s a learning experience. It even gives people something to talk about.
In fact, at a dinner party last night (Monday) one of the guests pulled their laptop out and onto the dining table to show us a cool site they’d found. This prompted another to show off their business site. And even another (me) to show a site I had just finished working on. And so on. Now, can you envision similar scenarios where your website, or car photos, before and after shots, etc. were shared – whether the person knew you personally or not? I can!
Your Website is Your Business
I hope, after reading this, you can envision the value of having your own website. Business websites are promotional or even just a showpiece. Your business deserves it and potential customers demand or expect it.
Below I’ve listed some point form reasons or potential ideas for your site. Your site is your business, whatever you choose to focus on (feedback, market share, showcase, or all of the above) will serve you well – I’m certain of it.
- Before and after pictures
- Advertise custom or salvage cars
- Feature, display and sell custom parts or specialty modifications
- Showcase types of paints and materials used
- Educate customers with tips on maintaining their paint and finishes, etc.
- Advertise special services like murals, pin striping, window tints, etc.
- List insurance companies you work with
- Inform customers about turn-around times, estimates, subcontractors, etc.
- Provide online forms and documents (for your insurance contracts, or other)
- Provide details and rates
- Your correct address and contact information
- Client Testimonials
- Feedback forms to automate client testimonials or building relationships
- Map to your business
- Photos of the shop
- The Bancroft Auto Body ’story’ (history, credentials, future vision)
- Bancroft Auto Body mission statement
- Advertise in-shop specials
- Whatever else your heart desires…videos of work being performed, audio testimonials, slide shows, etc.
