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Do E-Business: Investing in a Business Website

How important is it for a business to have a presence in cyberspace? Is a public website a money pit or money maker? These questions have been heatedly debated by Fortune 1000 companies and small business alike. While there is no definitive answer, a surveys of corporate executives indicate that websites enhance the bottom line. We agree. Here are our top ten reasons to establish an online outpost: Increase customer support
Think of your website as a 24 hours-a-day, seven days-a-week branch office, always open for business to anyone with Internet access. Information you now distribute on paper or with telephone reps can be posted on your site, providing customers with all sorts of useful information: a searchable database of retailers who carry your products, maps and directions to your office, business hours, job postings, press releases, electronic instruction manuals, brochures and catalogs, answers to frequently asked questions and much more.

Offer new kinds of services

Are you in the brokerage business? How about electronic trading? Do you sell books? Encourage people to order online. Do your customers regularly call your office to have their questions answered? Let them send e-mail as well. You get the idea. The opportunities are only limited by your imagination and resourcefulness.

Create new relationships with your customers

If you've been online for a while, you have undoubtedly heard about electronic communities, groups of people with common interests. Think about creating a community around your product or service. If your company manufactures bicycle gear, initiate a chat room where your customers can discuss cycling; if your company provides financial services, consider an investor forum.

Offload responsibilities to your customers

Remember when you had to wait in line at a bank to get cash. Thanks to ATMs, those days are over forever. Banks now make you do much of the work of imputing data; in return there's the convenience of around-the-clock banking. A website can help your business in much the same way. A textbook example is the FedEx website, where you fill out shipping forms electronically and track packages. How did we ever live without it?

Perform market research

Your website can be a valuable source of data about your customers. By examining the traffic reports generated from your site, you can find out when they access your site, where they come from and which features they use.
You can actively solicit information from visitors by asking them to fill out online surveys. Many people are willing to do this, especially if you provide an incentive, such as a small prize or white paper. Be aware that people are often reluctant to give out personal information unless they know how it will be used, so by all means, be candid with your customers.



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