By Pat Curtis

Believe it or not many small business owners still do not have a website or even a single web page on the Internet. Some that do have one say it is doing little or nothing for their business because

• My customers don't use the Internet
• My business is local so the Internet doesn't really help me
• My business is mostly word of mouth
• I have a web site and paid someone a lot of money to promote it and it didn't work
• A professional website is just too expensive

Let me address these briefly.

My customers don't use the Internet

A dozen years ago (before "the Web" exploded) I used to hear this all the time and even then it wasn't true. Personal computers, smart phones, laptops, tablets ... they're everywhere. The real question is not whether your customers are spending time online. The question is where are your customers spending time online and how do you reach them.

My business is local so being on the Internet really wouldn't help me

The Internet is local. For example, go to google.com and type in electricians near 'your zip code' (sans quotation marks). Look at the list. There's even a map that shows up off to the side. Is your company listed? How about your local competitors? Personally, that last time I needed an auto mechanic, I paid $8 to join Angie's List for a single month and looked found someone local. Worked out great. Did the same thing to find a mover for a friend in another city. (I canceled A.L. after achieving the objectives – no need to subscribe forever). Finally, who even owns a Yellow Pages book or can read the microscopic text?

My business is mostly word of mouth

Word of mouth is great, the best. How is the word about your business being passed around? Does your web site have a place for people to pass on their good experience doing business with you? If not, why not?

I have a web site and paid someone a lot of money to promote it and it didn't work

Unfortunately I hear this all too often. You probably got an unsolicited email or phone call asking you something like "Would like to appear at the top of a Google search? We can do it! We'll make you thousands!" These so-called experts are fading into oblivion now as Google has all but snuffed out every cheating strategy. In fact, using one of these bad hats can actually get your site banned from Google altogether. There are three ways to get your site listed higher in a search: Pay for online advertising or provide some great industry related content (free information) on your site, and get other people in your industry to include links in their web site to information on yours. That's it.

A professional web site is just too expensive

The easy out on this for me would be to say you get what you pay for and that is true. But it is amazing how much you can get in the way of an professional-looking logo or other graphic for as little as $5. For content, you needn't be a great writer. Instead throw together something you want to say and hire someone to (inexpensively) write it for you. You could also go the extra mile and send out newsletters. Small lists are very inexpensive and effective. As for the overall design and functionality of your site, doing a little homework before proceeding can save you a lot as well. Cruise the Internet looking at competitor or even non-industry related web sites and save links to those whose designs you like. That way you have something to show your designer or developer, saying, "I want something like this site but I want this here and that there," etc. It is also important to decide in the beginning whether you want to be able to add to or change some of the content yourself. If you do, be prepared to learn a little something about site administration. It isn't rocket science but some people simply have no patience for it. In either case hiring an honest, competent, professional developer will actually save you a lot of money. Think about it. When was the last time you walked in on a job where a non-electrician had "wired" something in a home?

Summary

1. Your customers are using the Internet.
2. The majority of small businesses on the Internet are local businesses. Word of mouth still trumps everything else. Using the Internet to spread the word is critical.
3. Do not buy into any huckster Internet promotion deals. Doing so may cost you even more than the initial rip off - like getting totally banned by Google.
4. Be prudent with your Internet investment. Do your homework. Hire an honest, proven professional to build your web site.

The Internet is a legitimate business tool that you can use effectively to increase your bottom line. I encourage you to do so. You, as a small business owner, are the backbone of our economy. Without you the USA that we know and love would not exist.
Pat Curtis

Mike Holt’s Comment: Pat Curtis has been developing web sites since 1999 and doing work for Mike Holt Enterprises since 2000. You can contact him via his web site http://www.patcurtis.com.