Here’s the short answer: Yes, it can. How come?
Check this scenario: You’re a small business looking to attract more business. Your product or service is not unique, and your competitors have been around for awhile and built a customer base. So you need to take business away from the existing companies. You’re brand-new, breaking into what is already a mature market. Your competitors look big and professional on the Web. How do you compete with them, when people have never met you or heard of you? These days, largely through your website.
Your website is not the place to pinch pennies. You won’t compete successfully if you show prospects a subpar website because you tried to do it for the lowest possible cost. A poor website could drive prospective customers into the arms of your competitors. You will need a well-designed, professional-looking website, and the investment you make in creating it will pay off handsomely over time.
The first question is, how are you going to differentiate yourself in the marketplace?
And the answer is, by creating a strong, competitive presence online. When people visit your website, they’ll form an impression of your business, for good or ill, based largely on these few factors:
Graphic design plays a huge part in making your business look successful and professional. Dynamic use of colors, high-quality photos, and a well-designed overall appearance all go toward creating your image, just as your personal appearance does when you visit prospective customers. You wouldn’t visit a prospect wearing shabby clothes or a thrown-together outfit, so you shouldn’t show prospects a poorly designed website if you want to earn their business.
This is a kind of mystical concept to more meat-and-potatoes people, but it’s very real. Does this website make me feel that I could trust the company with my business? Or does it feel like a fly-by-night affair? The content has to be solid, to informative and to the point. The navigation has to be reliable, intuitive and quick. And most of all, the site has to feel professional.
An effective website should offer all the functionality a prospective customer expects from a first-class company. That means intuitive navigation that gets them where they need to go quickly. It means graphics that don’t get in the way of straight communication. It means content that informs briefly and effectively, with links further into the site for extra explanation, if necessary, not crowding the home page or primary pages.
• News value
Keywords and tags used to be important to search rankings. No more. These days, a relevant, well-written, frequently changing blog that provides valuable information is the best way to earn a high ranking. But before you sit down to write blog posts, realize that it takes time, which as a small business owner you probably don’t have. And if you’re thinking of assigning the writing to somebody who’s already on the payroll, unfortunately, they probably don’t have time, either. I know you want to save money on this, since it’s an ongoing cost, but be careful.
Overseas companies, for instance, may seem like a good deal because they offer hundreds of blog posts at astoundingly low prices. A client of mine tried one, and what he got back was word salad, not usable content. So hire a decent writer with a solid grasp of English and your business to write your blog posts. It will pay off in a good search ranking and repeat visits to your website, which translates to more business.
• Sales capability
If you intend to sell online, you’ll need to make your Web ordering mechanism pretty slick. Otherwise, potential customers will get frustrated and go to your competitor’s site with their orders. Hire a Web person who knows how to make these things work without a hitch.
This is just a bare overview of things to consider when building your website. Experienced professionals will charge you more initially, but you’ll more than recoup your cost in a smoother development process, fewer glitches, and better efficiency and effectiveness. And, what’s most important, you’ll draw more business by showing a professional online face to your prospects.
Finally, here’s an article from a Law Review website that you might enjoy reading, about how a cheap website could actually cost you business.