Reap rewards from your website
Jul 30 2002
Small businesses that invest in websites and e-commerce should be aware that it is not a guaranteed way of boosting sales, according to the British Chamber of Commerce.
A report from the BCC reveals that more than half of medium-sized firms and almost three-quarters of small firms see no return on their website investment.
However, this does not mean that investment in a website is a waste of time and money. A well thought out site can yield impressive results.
UK online for business, the government-sponsored e-commerce advisory service for small- and medium-sized businesses, advises thinking carefully about what you want the site to do and designing it accordingly.
Simplicity should be the watchword when designing the site. Make it quick and simple to use and understand for consumers. The less information a site contains, the quicker it is to use, so only the essential information should be provided.
Roger Horam, a UK online for business adviser, is an advocate of the "three-click rule". A customer should only have to click a maximum of three times on a site before they are able to buy.
The website is an opportunity to convey the company’s image and message to the consumer. A brief summary of what the company does should be included and give the consumer the option of contacting someone for more information, either by email or phone.
UK online for business has several booklets containing advice on successful trading online, available from the website at www.ukonlineforbusiness.gov.uk or by phoning 0845-715 2000.
See also e-Business and Web.
(29/7/02)