In many cases, a Web site is the best place for a company to make its first impression with customers. That is why establishing or improving your firm’s presence on the Internet is vital in today’s market.

The Web site is increasingly eclipsing the front office as the first place customers encounter a business and decide whether they want to purchase its products or services. This means that having an effective and appealing Internet presence can be tremendously valuable to a company in nearly any field. Although smaller businesses may not have the same resources to devote to the Web as bigger firms, there are numerous strategies for making a successful small business Web site on a tighter budget.

Before starting the Web site development process, a small business needs to identify its priorities and outline the specific business activities it wants to target on the Internet. It’s unlikely that a Web site will be able to serve as all things to all people, so narrowing the focus is a necessary measure.

“The first thing you should assess before embarking on your online venture is what exactly you want to accomplish with your site,” Inc.com advises. “Do you want to sell products? Do you want to create a blog about your company or service? Depending on your industry and the nature of your business, your site may have a combination of different functions.”

Once the top priorities for the Web site have been defined, certain practical details need to be set up in order to allow customers to reach your core business through its Internet presence. It may take a while to build your Web site into a destination, so in the early stages, it is crucial to provide as many channels for reaching your company as possible.

“If you want people to be able to find your business you will need contact details, opening hours, a map, information detailing what your business does and how customers should contact you,” SmallBusinessComputing.com explains. “If your needs are broader you might add a product catalog or a list of FAQs (Frequently Asked Questions).”

To set about accomplishing short- and long-term goals for your small business site, it helps to know the basic forms of commercial Web sites and figure out which features you should incorporate. Inc.com offers the following breakdown of common Web site types:

• Brochure Site — This type of site does not move far beyond the contact information, company details and pricing stage, essentially serving as a business card for your company. It can be an effective way to establish a basic Web presence while retaining focus on your physical business.
• Retail Site — A retail, or e-commerce, site enables your company to sell products or services directly to customers, and it typically features a shopping cart option for customers to load items as well as a payment page.
• Content Site — A content-driven site provides a library of information about your field and its related subjects. It can be a good way to establish a company’s reputation as an industry expert.
• Blog — Much like a content-based site, a blog provides industry information to users but it also allows a company to post updates relevant to its products or services. “Many business owners use this format to help generate a loyal customer following and drive sales,” Inc.com notes.
• Database Site — This type of site allows users to search through aggregated information to find content amassed from other sources.
• Community Site — A community or forum site gives groups of people the opportunity to share ideas and discuss various topics within the context of your industry.

It’s likely that your Web site will incorporate some combination of these elements, but implementing them will require some work. Even with knowledge of HTML, building a Web site can be a time-consuming process, so many small businesses hire external consulting firms or designers to set up their sites. The cost of using professional developers depends on the number and quality of features incorporated. However, for those looking to save money, there are numerous do-it-yourself Web site options available.

“Inexpensive domain-name and hosting services are plentiful in the marketplace, and many of them offer site building services,” Inc.com’s Technology blog explains. “Likewise, many Web design firms offer cheaper do-it-yourself options. The result is a market that makes it easier than ever for smaller companies to do everything from find a domain name to power up their site faster and more cheaply than ever before.”

Likewise, making a Web site an important destination for clients does not necessarily require a major financial investment, but can be accomplished through commitment to providing a helpful or engaging online experience. Entrepreneur.com offers the following recommendations for improving your small business site:

• Connect and Communicate — Instead of merely issuing press releases or product updates, adding new content such as how-to articles, guides, interviews or special features can help to engage visitors more fully and get them returning to your site on a regular basis.
• Build a Community — Owners can build a sense of community among Web site users by encouraging discussions, offering feedback on customer complaints or inquiries and highlighting contributors’ work.
• Design for Sharing — If you provide valuable content to users, make sure it can be e-mailed, downloaded, embedded in other sites and transmitted via social media platforms. The more your information is cited and shared, the more visits your site will generate.
• Increase Value — In cost-conscious times, special offers, discounts and promotions can significantly boost online traffic, especially when coupled with social media and marketing tools to spread the news.
• Include Targeted Demonstrations — While subscription packages may be profitable, you can often get as much value in terms of customer loyalty from the services you provide for free, such as white papers, Webinars, complimentary virus scans and similar Web-based tools.

For those needing additional help with creating a small business Web site, there are numerous resources offering assistance. For instance, earlier this month, Google and the United States Small Business Administration announced a joint venture to provide free tools and training for small business owners to harness the Internet in expanding their operations.

Earlier: Setting up Shop Online: Small Biz Survival

Resources

How to Start a Website
by J.J. McCorvey
Inc.com, May 18, 2010

Small Business Marketing: How to Create a Web Site
by Helen Bradley
SmallBusinessComputing.com, March 22, 2010

Do-It-Yourself Web Design for Small Business
by Mary O. Foley
Technology (Inc.com), 2009

Make Your Website a Daily Destination
by Scott Steinberg
Entrepreneur.com, April 26, 2010

Tools for Online Success
Google / Small Business Administration, 2010