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I DON'T RECOMMEND A WEBSITE FOR A BUSINESS, UNLESS...

Article by Lonny Hallsted (Kazeli - Business Referral Network)

Many people I’ve spoken to over the years are sure they want a website, but seem unclear on how exactly it could be of benefit to their business.  Others seem more sure of the benefits but have concerns regarding the overall costs involved and another major concern for small businesses is always their lack of time and resources necessary to maintain a company website.

Over the course of the past 8 years and countless client consultations, I’ve helped businesses get the very most from their website.  I hope that this article helps you identify and address some of your own challenges/concerns and help you determine how and if the web can help you resolve these.

Most businesses share the same problems and concerns as you.  Here are a few typical challenges:

  • I want more sales
  • I would like to expand my market geographically
  • I would like to find a way to attract new customers
  • I would like to showcase our work
  • I want to reduce the number of telephone inquiries and repetitive support questions
  • I would like to increase the number of telephone inquiries
  • I would like to generate more leads
  • I would like my website to provide people with more information about our company, our products and our services.
  • I would like to use our website as an information source for all of our affiliates throughout the world.
  • I would like our customers to keep up to date with all our latest news/offers/products/services
  • I would like to encourage customer feedback
  • …and the list goes on. 

All these goals can actually be broken down into 3 main objectives, of what people hope to achieve from their website:

  1. Make Sales
  2. Generate Leads
  3. Provide Customer Service/Support

So you are definitely not alone; most companies share your same challenges and concerns.

In an attempt to demonstrate how the web can be used to address each one of these 3 main objectives, I will draw on my experience in building successful website solutions and use actual examples of how the web can be utilized as a successful business medium/tool, that can both increase revenue and save you money.

For the purposes of this article, I will draw to one of our client companies that I will refer to as ‘Company X’ .Over the course of their web restructuring campaign, ‘Company X’ has seen dramatic increases in its leads, a higher conversion of leads to sales and has greatly increased the efficiency of its Customer Service/Support.

1. Make Sales

By utilizing the web and introducing an online application form, allowing customers to submit registration applications directly online, they’ve reduced the cost of processing sales by:

  • Eliminating the need of a salesman or consultant for all online applications.
  • Eliminating the need of a data entry clerk to fill in the contact information and the 2 page contract
  • Eliminating telephone costs
  • Eliminating missed/cancelled appointments with prospective customers, thus more time focusing on existing clients and clients further along the application process, with a higher probability of closing a sale.
  • Eliminating time spent from a secretary having to reschedule and schedule appointments
  • Application fees and payments automatically handled online generating necessary transaction receipts and eliminating the time and intervention of the accounting department

These are just a few of the savings incurred.  Take a look at how this affects the savings for ‘Company X’ over the course of a year:

2. Generate Leads


By utilizing the web as a tool to generate more leads, ‘Company X’ has been able to increase their number of leads through the introduction of various information request forms and strategic incentives promoted throughout their website. 

By promoting lead generation online, they’ve reduced their costs by:

  • Eliminating the need of a salesman or consultant for online lead generation.
  • Eliminating the need of a data entry clerk to fill in the contacts information into lead management database
  • Eliminating telephone costs
  • Considerably less time and resources are spent in determining the level of interest of potential clients. Level of interest can be determined online through automatic lead generation analysis tools.

These are just a few of the savings incurred.  Take a look at how this affects the savings for ‘Company X’ over the course of a year:

3. Provide Customer Service/Support

By utilizing the web as a tool to offer customer service and addressing support issues, less time is needed by staff members to deal with common customer service issues.  By incorporating an extensive series of topic-focused Frequently Asked Questions sections (FAQs) and structuring their online content so that it is user-friendly, clear and concise, they’ve reduced the cost of customer support by: 


Greatly reducing the need for call backs

  • Eliminating missed call transfers
  • Eliminating the processes of transferring calls from one department to another looking for answers
  • Greatly reduced computer, hardware and software costs for the additional staff

These are just a few of the savings incurred.  Take a look at how this affects the savings for ‘Company X’ over the course of a year:

So in summary, ‘Company X’ has saved over £48,630 over the course of a year, by simply implementing a successful web strategy and following some basic web principles.

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