Don't waste your money on a website! - Part 3 of 4
This article continues on from the first in this series where we learnt that the goal of your website is the most important factor in deciding how it will function and what it will look like.
One possible purpose for an online presence that is often overlooked by small businesses is the way in which having a website can save you money.
Think about banks for a perfect example.
Banks used to employ lots of staff to serve customers face-to-face, whereas now the majority of banking payments and transactions take place over the web using a secure banking site.
The convenience of online baning makes customers want to use it. And although a bank may spend considerable money to create a working, secure website, this investment in the long term means that they pay less wages to their customer service employees.
It saves them money.
Small business can apply the same principles
One of my clients who runs a bed and breakfast would get many calls before key holiday periods like Easter and Christmas asking if the accommodation was available.
By putting a calendar on her site that shows when it is booked, she provides a more useful service to her site visitors and saves time for herself by filtering out all the phone calls from people who only need an answer to that question.
Is there a process in your business that could be based on the web to save yourself time and money?
Be as happy as these small business owners - click here to choose a website package
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Accommodation example
Great concept to automate and streamline obvious processes that you can take online. The only thing I would say about the B&B example, is that you shouldn't forget that human interaction is a dwindling commodity whose stocks continue to rise. In certain situations, speaking to a person is a value add.
I was involved in a tourism accommodation business in New Zealand for some time. We ran an availability calendar and found (like your client) that it was a great thing during busy periods. However, we ended up missing a few sales opportunities at other times. A person would go online, see that their desired date was taken and buzz off. If they had contacted us, we could have reshuffled some nights or presented them with other options.
The mix of IT solutions and warm-blooded humans is a powerful tool. But there are few situations where one without the other can maximise the potential benefit.
I agree
Good call Ben. Actually, it's the same with the banks - although for many things banking online is easier, there's always times when you want to talk to a person. If the bank has fired too many customer service people then it's a major problem.
I guess, like with any tool, the web has to be used in balance with your overall marketing strategy and business plan. And personal interaction is definitely be part of every business!