Historically, websites were associated with large corporations; however this is now longer the case. It is a fact that consumers expect all businesses to have a website. If a business lacks a web presence, it raises questions in the minds of potential customers, such as:

Is the company old-fashioned and behind the times?

Is it a fly-by-night operation?
Can it not afford a website?
Is it even still in business?

Many consumers will instantly dismiss a business without a web presence, quickly moving onto a competitor. It should be remembered that a business is often judged solely by the standard of its website, and in particular the absence of one. People want to know who they are dealing with, and nowadays the World Wide Web is their first port of call.

However, that said, it is also true that cheap (or even free), amateurish websites are even more off-putting than no website at all. Why is this? Because it suggests that a business is either, at best, an old-fashioned or a small-time operation or, at worst, is undercapitalised or not interested in a competitive market.

A website allows a company to show much more information compared to a print ad or brochure. The more information it provides, the more likely a potential client will be to either buy from that particular company or engage its services. It is also possible to include extra relevant information, such as resources and guides, proving to clients that the business is dedicated to providing quality customer service.

• It displays a professional image and allows businesses, regardless of size, to compete on a level playing field.
• It increases the visibility of a company.
• It provides comprehensive information on a company’s products and services 24/7, 365 days of the year. While the business sleeps it is still working.
• It offers the facility to trade online, particularly out of office hours, thus meeting customer demand and expectations.
• With careful attention to search engine optimisation it can potentially reach an ever increasing global market.
• It improves operational efficiency and customer service.
• It is simpler and cheaper to update compared to other marketing methods, thus providing cost effective marketing.
• It reduces costs and saves time by removing the need to send out literature.
• It can incorporate directions and mapping facilities.