Believe it or not, there are business owners who still think that the Internet is a fad.

The Internet started as a fad back in the 90s when anyone could create a Web site just for the sake of it, but things have changed a lot since then. The Internet has become an important part of our business and personal lives.

Saying that the Internet is a fad is an excuse (not a convincing one) to avoid dealing with the unfamiliarity of online marketing. Many small business owners are not sure what it is, how it works, and what are the associated risks and benefits, so the safe way for them is to stay away from the Internet altogether. This resistance to adopt change has put many businesses at a disadvantage when compared to their more progressive competitors.

Do you still think putting your business (or organization) online is useless? I hope these facts change your mind:

1. According to recent statistics, 78.2% of the U.S. population use the Internet. The chances are, your potential and current customers are among them. They are already looking online for you or businesses like yours.

2. According to a study by Pew Internet Research Center, 58% of Americans have researched a product or service online. What if they were looking for your business? Could your prospective customer find you or would they find your competitors? Meeting this online demand for services, products and/or information can reinforce your traditional marketing efforts.

3. Many of your prospective customers will judge your business based off of your Web site (or a lack of one). If your customer fails to find your business online you miss your opportunity to make a good first impression. Today’s customers prefer to make informed buying decisions, and here are a few ways your business’ Web site can influence them:

  • Portray Creditability/Trustworthiness. You have to build trust among you potential customers before they will buy from you. Your online presence (with a Website as a central hub) is an opportunity to demonstrate your expertise, problem-solving approach, great customer service and pitch your unique selling proposition.
  • Offer Contact Options. Not everyone likes to make calls. As a matter of fact, 44% percent of consumers prefer email for customer service and 80% of business people prefer email for business communications. Besides being fast and reliable, email also generates a written record of interaction.
  • Keep Customers Updated. Companies go out of business, offices move, phone numbers change, which means you need a reliable medium to keep your customers updated. Your Web site is perfect for that! Unlike phone books, a Web site can be managed by the company itself or a great Web site design company and therefore, is one of the most trusted of resources. Don’t let your prospects doubt your availability or operation hours, because when people are unsure, they tend to say NO! (Recommendation: Be sure to list your company’s contact info where Web site visitors can easily spot it. People like purchasing locally and feel more comfortable if they know they can easily contact or visit you.)
  • Offer Value. People want “the most bang for their buck.” In real life, your prospects build perceptions about the value based on what they read about your business or hear from other people. Online, more and more people rely on reviews before making purchasing decisions. This means that people are already talking about your business on the Web and it wouldn’t hurt to know what they are saying. If they aren’t, then you’ve got a chance to feature valuable testimonials from customers on your Web site to help your visitors make a purchasing decision.

The Internet is not a fad and it’s here to stay.

Even if your current customers are not active Internet users, you need to look toward the future. The number of computer-literate and Internet-savvy people continues to grow, while Internet services keep getting more affordable. Today, mobile devices (smartphones, tablots, etc.) allow your customers to easily surf the Web from any location. You’re late if you haven’t begun utilizing the Internet to generate more customers.