Business Websites: Do You Really Need One?

One interesting statistic I've written about is that apparently only about 40 percent of small businesses have their own websites.

Gene Marks in Business Week (HT Jeff Cornwall) says that this lack of web presence is not really a problem--certainly not as much as the eggheads make you think.

But is this really necessary? Can all those site-less small business owners be wrong? They're not trying to shock. They're not trying to grab attention. They're just trying to save some money. Marketing dollars are limited. There's a recession going on. For many, sinking a bunch of dollars into a Web site may not be the best return on investment.

Oh sure, if you're in the Internet porn business, or sell things online, then this is an entirely different story. Or if you're looking to replace all of your marketing materials and send prospects and customers online to learn in detail about your products and services, then it makes sense to a have a full-fledged site. Or if you're going to use your site to provide customer service, manuals, videos, and a knowledge base, you'll want a vehicle to do this. A Web site's great for you, too.

But gee, many of the business owners I know—those incredible, pathetic, dismal, wretched losers who so shock the turtleneck-and-vest-wearing, greasy-haired crowd—don't necessarily have those needs. They are gas station owners, restaurateurs, insurance agents, shopkeepers. They're CPAs, architects, landscapers, plumbers, and electricians. They're not selling books online or running auctions. They're not distributing software or hosting phone services. They're not complex. They're investing elsewhere. They're O.K. with no Web site.

He makes a compelling point. He's also right that your website is not going to get any significant amount of views unless you are willing to sink some cash into it. But I think there's a case to be made that even the simplest of websites is worth putting up for the cash-strapped business owner. Marks is underrating this when he says that it is a waste of time to put up a website that only you or your Mom will see.

When I am searching for a service business in my area, I usually have a range of options that I find through the yellow pages or Yelp.com. If I don't have a recommendation from someone I know, how do I choose? Well, one thing I will do is a quick Google search to see if any of these businesses have websites where I can learn more about their exact services, business hours, etc. What's more, a website adds an air of credibility and professionalism that makes me more likely to choose that business. Even a very rudimentary website gives more credibility than none. I can't be alone in behaving this way as a consumer.

You don't need a million page views, or the aid of a consultant or SEO expert to have a beneficial web presence. This is an affordable and not time-consuming way to generate a few more sales.