專題文章五個小公司需要設計網頁的原因Five Reasons Every Small Business Needs a Website
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對電子商務來說，2015年的假日購物季表現不俗，從黑色星期五(Black Friday)和網路星期一(Cyber Monday)就可以見識到強勁的購買力。儘管SCORE協會公佈的數據也明顯顯示有97%的消費者會上網搜尋商品和服務，卻仍只有51%的小企業擁有網頁。
網頁不只幫助小企業推廣銷售產品和服務，更可以讓小企業在競爭對手中脫穎而出，尤其是對那些非常依賴網路去了解公司的客戶。根據最新的Verisign報告歸納出有網頁的小企業建議出主要五個小企業需要網頁的原因：
The 2015 holiday shopping season was a good one for businesses online. Thanks to strong sales from Black Friday and Cyber Monday, online retailers reported an increase in sales of 15 percent from the previous year with Cyber Monday proving to be the largest online sales day ever, netting $3.07 billion.
However, only 51 percent of small businesses have websites, despite the fact that 97 percent of consumers search for products and services online, according to figures released earlier from The SCORE Association (SCORE).
The disconnect between small companies and the growing number of consumers who vet brick-and-mortar businesses based on their online presence could be keeping entrepreneurs from millions of customers - and dollars. SCORE Vice President of Marketing Bridget Weston Pollack said, “If a company or a small business doesn’t have an online presence, they are missing a huge percentage of the population that could be shopping at their store.”
A website not only helps small businesses promote and sell their products and services, but it also allows them to distinguish themselves from their competitors, especially for customers who rely heavily on the Internet to learn everything about a company. This makes a website one of the most important business assets for sharing information, building credibility and standing out in crowded marketplaces.
According to a recent Verisign report, 97 percent of U.S. small businesses with a website recommend other small businesses also establish a website. Here’s why:
公司需要設計網頁的原因
協助找到客戶Find Customers
現在客戶常會在電腦、平板和智慧型手機做搜尋，網頁可以讓他們不論何時何地都可以找到公司資訊了解公司業務。現今在競爭激烈的網路搜尋環境中更是重要。這代表著如果有人正在搜尋一個這個公司所擁有的產品或服務，這個公司的網頁就必須要出現在搜尋結果，否則將會錯失這個潛在顧客。
Verisign found that 88 percent of U.S. small businesses with a website agree that it’s made it easier for customers to find their business. Today, customers are constantly searching on computers, tablets and smart phones. A website enables them to find your company and learn about your business and what it offers at anytime and anyplace.
In today’s competitive online search environment, content is key. Google has revamped its algorithms to better serve user searches today, including rewarding sites that provide visitors with helpful content and a good user experience. This means that if someone is looking for a product or service that your business offers, your website needs to show up in the search results or you will miss out on potential sales leads.
打造信譽Build Credibility
社群媒體可以建立一個品牌代表公司，但有設計、流程和技術等限制。網頁可以幫助提高靈活度、可控制性、打造品牌和信譽。84%的消費者相信一個有網頁的企業比只有社群媒體專頁的值得信賴。擁有網頁可以被信賴還可以吸引新客戶。You can build a brand presence for your business on social media, but you're restricted by the platform in terms of design, process and technology. A website can help small businesses increase flexibility, control, branding and credibility. Eighty-four percent of U.S. consumers believe a business with a website is more credible than one that only has a social media page. To be credible and attract new customers, a website can make a difference.
贏得更多的客戶Get More Customers
商業的永續成功常仰賴於公司產生新客戶的能力，要達到數千人使用如果只靠傳統的行銷方式像是直接郵件或廣告印刷成本非常高而且不可靠，提供線上資訊不但省下了許多曝光成本，還可以接觸到任何地方的人，還可以衡量具體的結果。不只可獲得新客戶，還可以讓網頁提供更好的服務給現有客戶，同時擁有更多時間專注於其他的業務，還可以擁有品牌的電子郵件做電子郵件行銷，提高品牌的顧客忠誠度。Ongoing business success oftentimes rests on your company’s ability to bring in new clients. Reaching thousands of people using only traditional marketing methods like direct mail or print advertising can be very expensive and unreliable. Getting online enables you to reach more people locally or outside of your region while paying less for the exposure—and you can even measure the specific results. In fact, 77 percent of U.S. small businesses said a website is a great way to find new customers.
And, it’s not just about gaining new customers; you can use a website to better serve existing customers too. The ability to update business information 24/7 on the Internet improves customer communication while freeing up time to focus on other business priorities. And with a branded email, you can begin email marketing, driving traffic back to your on- and offline sites and boosting customer loyalty with your brand.
拓展業務Grow Your Business
雖然和客戶面對面互動也很重要，但擁有一個網頁卻可以提供一個機會同時”將名片發出去”給多個人。甚至如果有網路商店還可以線上賣東西給任何一個地方的客戶。藉由網頁可以接觸到更多潛在客戶增加銷售機會。Many small businesses aim to expand in the market and reach out to new customers. While face-to-face interactions can be important and business often comes from word-of-mouth, a website gives you a chance to “pass your card out” to thousands online. With an e-commerce store, you can sell items online and ship the product to customers almost anywhere in the world. You might discover that customers in a neighboring city or state are interested in your services, leading to a larger service area, and maybe even an expansion to regional offices. In fact, 81 percent of U.S. small businesses say that a website has helped to grow their business. With a website, you can reach a greater number of potential customers and opportunities.
獲得競爭優勢Gain Competitive Advantage
最近公布的Verisign報告中顯示93%的消費者在購買前使用網路搜尋，消費者希望了解他們買了什麼以及跟誰買。如果沒有網頁，相較於那些已經擁有網頁的企業，就有失去客戶的風險。如果競爭對手又善於行銷網頁，他更是佔有絕對的優勢。The recently published Verisign report shows that 93 percent of U.S. consumers use the Internet for research before making a purchase. Consumers want to be informed about their purchasing decisions— what they buy and from whom they buy. Without a website, you risk losing customers to businesses already taking advantage of the online marketplace. If you’re in direct competition with another business that has a website, your competitor has a clear advantage—especially if they are effectively marketing their website. A website can help level the playing field.
Eighty-four percent of U.S. small businesses surveyed by Verisign said their website is important or critical to their business. More than half of U.S.-based small businesses don’t have a website, so there is no time like the present to establish your business website and get ahead of the competition.
Before You Start, Choose Your Domain Name
Before you start building your website, you first need to establish your address on the Web. In this digital age, your site’s Web address (or domain name) is central to online activities, so take careful consideration when choosing a domain name. First, ask yourself which domain extension like .com or .net, best serves your business. Second, select a name that is memorable and descriptive, and isn’t trademarked by another company.Read the new Verisign e-book, “Five Reasons Every Small Business Needs a Website,” below to learn more and get a domain name for your business’ website today.