Where do your customers come from?

Increasingly, the answer is "from the Web."

Most Americans now go directly to the internet, rather than the phone book. 80% of people in their thirties and forties shop online, as do more than half of senior citizens. 25% of shoppers in a recent survey said they always begin their shopping online, even when they plan to finish the transaction in a brick and mortar store.

There are some inplications here for your business.

First, you must have a web presence. This is no longer optional for any business. If you don't have a web site, your business will be invisible to a large percentage of your prospective customers.

Second, your web site needs to be good. The days when a simple page put together by a hobbyist could compete online are past. Since all your competitors are on the Web with you, you need a professionally designed, well-optimized web site. 

Third -- and this one might be less obvious -- you won't always be able to recognize the leads from your web site. If you thought that you could guess who found you online, or that your online sales or emails were the way you could measure your web results, you'll need to change your mind.

How do your online leads reach you?

• They call you. Since most of us now use the internet the way we used to use a phone book, your online visitors will find your phone number and call you.
• They walk into your business. Using the internet instead of the phone book brings your Web leads to your door. Using the internet for comparison shopping also brings customers into your place of business -- as long as your web site is designed with that in mind.
• They e-mail you. When customers e-mail you, you probably recognize them as online visitors. However, if your customer base includes young shoppers, you should know that they are less likely to e-mail than people in their thirties or forties. If you cater to the teen or student crowd, your web site should offer alternate means of online contact, such as Twitter or instant messenger, as well as phone numbers.
• They buy online. E-commerce continues to grow, in spite of economic uncertainty. In fact, since consumers believe that they can get the best deals online, economic uncertainty encourages online shopping. If you currently have an information site without an e-commerce option, it might be time to change that. Offer free in-store pickup to encourage local sales and benefit from the e-commerce boom at the same time. 

What are your action steps? Make sure your web presence carries the message that strengthens your business. Make sure you're providing the range of contact options your current and potential customers and clients need. And don't discount the power of your web presence to grow your business.

Contact Onsharp  -- by phone, in person, or by e-mail -- to learn how our exclusive 3D process can increase your leads and empower your business.