Business Books Extract
WINDOW TO THE WORLD
IN HER NEW BOOK DIGITAL MARKETING, RACHEL KILLEEN OFFERS ADVICE TO RELUCTANT ONLINE MARKETERS ABOUT FINDING YOUR FEET ONLINE. IN THE FOLLOWING EXTRACT, SHE EXPLORES HOW TO GET THE BEST FROM YOUR COMPANY WEBSITE.
ere is a question for you to consider: does your website stand out as excellent in terms of content, design and usefulness for the customer? We discussed content and how to adapt your information to meet the needs of customers in the previous chapter. Websites need excellent content. They also need to be well-designed to attract and hold websurfers. Most importantly, websites must address the needs of customers. Websites are a great, largely untapped resource for entrepreneurs and the statistics prove this conclusively.
• One in five Irish SMEs have no online presence* • Only 40 per cent of SME websites can take sales orders** • The increase in Irish consumer spending in 2017 was driven purely by ecommerce (+7.4 per cent year on year), as face-toface spending is flat*** Your website is a shop window and modern consumers often base their purchase decision on their perception of the online store. Consumers use websites as barometers for competence, capability and delivery. 59 per cent of consumers said that if a business has no online presence, they would be less likely to do business with them in-store** However, the vast majority of business websites have not received enough investment. They are ‘postcard websites’ carrying basic, unchanging information about the business, its location, and product or service descriptions. If you want to make an impact in your market, invest in your website. The age of the static, unchanging postcard website has gone. Customers want and expect much more.
62 SFA | BETTER BUSINESS
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Official magazine of Small Firms Association