Business On The Web

Q:I am writing a study about Business on the internet: booking systems, payment possibilities, security topics like; sending credit card information over the net, etc ...

A:The World Wide Web is a very effective business tool when used properly. Indeed, the use of the web, in conjunction with traditional methods of marketing and advertising, can substantially increase a firm's business. Unfortunately, there are many companies who wish to perpetuate the myth that the web is the greatest thing since sliced bread for *every* company in the world. We have a whole host of file folders of firms with whom we have spoken, and after extensive analysis, have determined that they do not need a web site. I've probably turned down $200,000 worth of design and hosting fees because it is not in the best interest of the client to have a web site. The discussion of when not to have a site is just as important as the resolution that one *does* need a site and how that site should be designed, constructed, and what specific functionality needs to be included. What so many design firms and hosting services do not offer at all, is how to use a web site in conjunction with other advertising once the decision has been made to construct one. Too often, firms are left twisting in the wind as their web site sits there and does absolutely nothing. That is bad... Yes, too often firms are greatly disappointed by the results of their web site. I would argue that this is generally due to poor publicity rather than because of unsuitability to the web. We've all seen great web sites which help us order a company's products, re-inforce a brand or achieve some other target. Any business could have a web site which would do this. It is frequently argued that companies selling to local customers cannot gain from a web site. Whilst I do accept that some convenience shops (news agents, for example) would be ill-advised to have a web site, I believe many web marketers over-state this and suggest all businesses with a local focus are unsuitable for the web. Why? If I set up a local-oriented web site which adds value to my business and gives consumers something they want, all I need to do is promote this site effectively. Promotion via the Internet itself would be silly; I should focus my promotion efforts on my local area. What sort of business (other than the case I cited above) do you believe would not benefit from having a well-thought-out web presence?