Grow Your Business

Q: I have a small online store in a popular social networking site and it’s been doing okay so far. However, I’m thinking about coming up with a formal website to be able to reach more customers and appear more credible. Should I go through with it or stick to my current portal?

In the digital age, having a website is almost a must. As more and more people turn to the Internet for their personal needs, it is essential to have a World Wide Web presence to lure customers to your company’s products.

Social networking is huge in the Philippines, and this phenomenon has spawned a new breed of entrepreneurs: pocket retail stores that exist in these densely populated sites. In lieu of a traditional storefront, these free accounts give businesses an outlet to source customers and make money. But if you’re thinking of taking your online store to the next level, building a formal website should be on the top of your list.

According to Alvin Tan, CEO of Web services company Technominds Inc., the virtues of having your own website is enormous in this day and age. “A website is the virtual face of your company, where clients have easy access to your products and services 24/7. It’s like an interactive calling card. It is a great cost-saving tool as well, as it markets your products and services without the costs of a print ad; it also helps you get your foot in the door with international customers looking for solutions your company can provide,” he said.

Tan says being small is no excuse for not having a website, reasoning that the Internet is a great ‘equalizer’ where smaller businesses can take on the big boys on a level playing field.

“It doesn’t matter if you have 10,000 employees or two, the Internet is a place that does not discriminate against size. In fact, small businesses can be at an advantage here because they can be more flexible and more responsive than their bigger competitors,” he said.

RULES FOR CREATING A BUSINESS WEBSITE

According to Kent Lim, Chief Technology Officer for Technominds, a business website must conform to some basic rules of web design in order to succeed.

“It’s easy enough to setup a website if you have a plan in place. But it’s not enough to just put it up there; you must have a professional-looking site if you want to be taken seriously. Since many consumers now search for information online prior to making a purchase at a brick-and-mortar store, your site may be the first chance you have at making a good impression on a potential buyer,” he said.

He lists five things to keep in mind when starting a website:

1. Know your visitors. Your site should be designed to fit customer needs. That means if you're a retailer, know the demographics of the people you're selling to. “A good rule of thumb to follow: know more about your audience than they know about you,” Lim said.

2. Reveal your product. Include detailed product descriptions, catalogs, and a site map to your website. Put as much information as possible, like product costs, shipping fees, list of clients, and company background. The lack of information may turn off the usually fickle online customers.

“Online shoppers don’t like short, cryptic answers to their queries. List as much product information as you can, and make your site easily navigable for them. Most sales are lost because the customer is turned off by mind boggling flash animations and other useless features. When it comes down to it, a website should be straight to the point, but not boring at the same time. The trick is finding the right balance between the two.,” Lim said.

3. Make your site visually pleasing. Come up with a cohesive theme for your website, and don’t just base them on your favorite colors. As a seller, you want to make viewers feel welcome, comfortable, and that they are able to trust you.

“Professional web designers are easily available in the Philippines, and they don’t come very expensive. Instead of second guessing yourself, just get a designer to sit down with you and discuss potential looks for your site, because visual appearance is very important to attract more people to come in and view your products,” Lim said.

4. Outline the concept of the site before it is created. Know the answers to these golden questions: who, what, when, where, why and how. While these questions apply to your demographics they are also helpful in deciding what information is truly important and what isn't.

“Create a phased-in plan for your website development to determine features, and when and how these features will be used. Then structure a timeline for milestones, bug testing, leading up to the launch, and the formal launch date. Sit down with your web team and discuss these things to keep everything on track, and follow it up on a regular basis,” Lim said.

5. Make your prices readily available. Hide your prices and customers will wonder what else you are hiding. Don't wait until after you ask for their credit card information to tell them how much it costs. You don't make sales that way; what you do make is frustrated customers who tell other potential customers to stay away from your site.

“The majority of failed transactions and abandoned shopping carts in online sites is because of the lack of transparency about the prices. To solve this, indicate on your price listing that shipping fees are not included in the SRP. Better yet, let each customer have the option of which shipping company to use so they feel that they’re in control,” Lim said.

At the end of the day, Tan says a professional website is, above all else, professional. Being professional is an attitude portrayed by you, the business owner, your business and your website.

“When you are thinking about a website, you should always picture yourself as the website. As a business owner, you meet clients with your best suit, your best smile etc., but on the web, it’s just the main page and user interface that matters. Try and think what the customers want and give it to them, make it convenient and easy to use and never stop reinforcing the message that your company is safe and reliable,” he said

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