::Having a professional looking website can help convince customers they should spend money with you, while decent after-sales care will make them return.
Conveying a professional image plays a key role in attracting new customers, according to new research commissioned by Microsoft.
The survey revealed that 92 per cent of people check a small company's website before placing an order and 45 per cent would not use a company that did not have a business email address.
Over half of those questioned – 56 per cent - said they would be more likely to use a company that had a professional looking website, with 84 per cent seeing this as an indicator of the quality of service they could expect to receive. Sixty-three per cent agreed that it conveyed a sense of honesty and trustworthiness.
“A professional image is crucial to consumers when choosing a local supplier," said Tim Kimber, Office Live product manager at Microsoft UK. "In particular, a local firm's online presence - be that through its website or email contact - is a vital factor in conveying professionalism which is what attracts customers to that specific business.
"It's particularly important that we look to rid the small business world of personal email, which doesn't communicate the level of professionalism small firms need."
Those responding to the research also suggested a well designed website conveyed greater accessibility – 53 per cent, professionalism - 41 per cent and clarity about what the business offers – 51 per cent.
"If local businesses are to grow and compete with larger companies, they need to understand just how important it is to appear professional," added Kimber. "They should think about their online presence very carefully and understand how the design of their website and email address affects how their business is perceived."
But while having a businesslike website and domain name is essential to attract customers in the first place, the research revealed that good customer service and after-sales care is what turns them into repeat customers.
Almost half, 46 per cent, said that good service was the main reason they would return as customers, while 63 per cent admitted they would not go back if they had experienced poor after-sales care.
Getting personal
However, it’s not just the look of your website that can affect your business image. Whilst one in five business owners admits to searching for personal information on rival bosses over the internet, it’s what’s out there about you that could really harm your business image. The majority - 67 per cent - of business owners admit they are concerned that how they appear online on personal networking sites could damage their business profile.
The poll found that 78 per cent of business owners thought there was personal material related to them on the internet, while 43 per cent were worried that information posted by friends or partners could damage their business.
One in five business owners regularly trawls the internet for information on rival owners, the research discovered, while 48 per cent said they thought personal information posted online was representative of the individual as a whole.
The majority - 86 per cent of those questioned - also believe there could be a link between unfavourable personal information appearing on the internet and a decrease in sales revenue. Almost half - 48 per cent - admit this could pose a 'significant' risk to their business.
“The issue of online identity is clearly a concern for businesses. As it is now commonplace to search online for individuals as well as companies, owners should take care to present their own personal online material carefully and keep an eye on their online image accordingly,” said Mark Jeffries, chief technology officer at Fasthosts Internet, which carried out the poll.
However, the research also suggests that business owners could use social networking sites and blogs to their advantage, with 76 per cent saying the right balance could positively impact their business and 19 per cent strongly believing this to be the case.
The survey suggested business owners felt more in control with a personal website than they did a social networking site, with 71 per cent of business owners using a personal website with their own domain name.
With the right approach, business owners can present their personal online material in a way that won't compromise their business activities.
Personal websites in particular appear to offer a high level of control over online image and allow this to be modified effectively, ensuring you are always seen at your professional best. :: |
