Since I have been working on Web development and Marketing for so long I sometimes assume that everyone understands the impact of the World Wide Web. Over the last decade I have watched the World Wide Web become the most dynamic communication medium ever known. The Web has revolutionized the way we work, play and communicate. It is the method of choice to shop and research products for 180 million people…and that’s just in the United States! If you’re not on the web, then people are just not interested in your business. You’ve probably heard other “Web People� say this before, but not explain it. Here are the 9 most important reasons why a Web site is critical to a small business or start-up.

REASON #1: A Web site increases your credibility

For a small to medium sized business, a web site is a great way of building consumer confidence and looking bigger than you really are. Much like your business cards, stationary and other promotional material, your Web site has a significant impact on how you and your business are perceived. Web sites that are easy to use, well-designed and have well written compelling content have a positive effect on visitor impressions, and your credibility as a business.

REASON #2: A Web site increases your visibility.

A recent study showed that there are now roughly 180 million people with access to the World Wide Web in the US alone. Some of these people will be looking for what you have to offer. They may be located down the street or half way across the country. With a Web site you open your business up to a whole new world of possibilities. The best part is that unlike your company’s office that may be open from 8 to 5 Monday through Friday, you Web site is open 24 hours a day, 365 days a year… in any time zone, making your business accessible to anyone, anywhere.

REASON #3: A Web site can help you build trust with existing and potential customers.

Trust is a big, big factor in business. People are more likely to buy from you if they trust you. With a Web site you can easily communicate your goals, testimonials, vision, company history or just about anything else you feel will build trust with your visitors. Take a look around the Internet or just think about the online businesses you trust. Trust is a major selling point. It not only can help drive sales, but it creates a first-class and, most importantly, lasting relationship with customers.

REASON #4: A Web site can increase your local business.

On the Internet you can succeed as a local business. According to the New York Times a recent survey of 5,500 online shoppers found that 25 percent of their searches were for merchants located near their homes or workplaces. While you have the potential to be seen by millions of people all over the world, one of the biggest untapped opportunities on the Internet is local markets. Why you ask? It’s because they want to find the information in as few clicks as possible. If you were in Houston, Texas and needed to have your carpet cleaned, you wouldn’t look up “Carpet Cleaners� you would look up “Carpet Cleaners Houston Texas 77042�.

REASON #5: A Web site makes it easy for you to receive referrals

If you are spending time building good rapport with your customers, you will get referrals. And let’s face it everyone loves referrals. Referrals are great because they have already been presold on how great your company is by someone they trust. Having a web site will make it easier to encourage your customers to make referrals. With a brochure your customer has to have a copy handy to give to an interested prospect. A Web site is accessible anywhere, anytime.

REASON #6: A Web site is a cost effective sales tool

Why build a site if you don’t use it to promote your products and services? Web sites offer one of the lowest cost sales channels available, and a great way to supplement your offline business. You need to let people know they have a choice, and explain why YOU are that choice. Millions of people are using the web to make major decisions when they need products and services. Combining a well designed, easy to navigate site with effective gripping content will compel people to buy. They can’t buy from you if you aren’t even there!

REASON #7: A Web site enhances offline advertising efforts

Like most business you probably spend money on offline advertising such as business cards, stationary, brochures and flyers. Adding your Web site address to current marketing material can increase the effectiveness of your advertising ten-fold. A Web address gives people the ability to take action on your offer or product, and can be a reminder of who you are and why they need your product or service. It also advertises your Web site to new customers without having to wait for a salesperson to call or visit them.

REASON #8: A Web site can enhance customer relations

It is surprising how many people do not understand the importance of deepening their relationships with their online and offline customers. There are always people who are interested in your product or service but may not be ready to buy at that time. The answer is to contact them regularly. A recent study showed that on average people need to hear about your product or service 7 times before they will act on the offer. By staying in contact with your customer via email or newsletter, you keep them coming back to your site so that you are on their mind when they are ready to buy.

REASON #9: A Web site is a great prospecting tool

In addition to acting as a sales and marketing tool you web site is also a good way to gather and track prospect information. If some one comes to your Web site once, there is no guarantee they will come back. You need to be able to capture who they are by using forms and surveys on your Web site. Rather than going out and getting leads, let them come to you. Follow-up with special offers, newsletters and special tips to build a pool of leads to whom you can sell.

So there you have it, the 9 reasons why you really need to be thinking about a Web site for your company. In today’s business environment it is truly a critical tool to have in your marketing arsenal.