It may seem like common sense, but the Internet is now an integral part of the small business landscape. Still, many small business owners are hesitant to develop an online presence. Brick and mortar businesses may feel as though tackling the web is too much trouble, or that their target market isn’t interested in using the web, but developing an online presence should be an important component of your marketing plan.

Developing an Internet presence serves to raise the overall profile of your business––and your site can provide additional information and resources to help potential customers make purchasing decisions. Your business’ website can serve as both a port of pre-sale information or post-sale support and services.

Whether or not you choose to sell your goods and services online, the Internet can help small business provide more effective customer service and communication.

There are three important aspects to consider when building your website.

• Content. What unique content can your website provide to new and returning customers? How will your website’s content reflect the goals of your business, reflect your business’ mission and promote your business’ goods and services?

• Commerce. What is your website doing to drive customers to your business? Are you taking advantage of online commerce capabilities? Many small businesses assume that the Internet has little commercial value to them because they feel that their product or service cannot be easily sold online, but there are now e-commerce solutions that meet the needs of both large and small businesses and a variety of products.

• Community. What is your site doing to bring new customers to your business? Does your company’s website have a dedicated group of customers/users? Could your site incorporate online forums and message boards to encourage repeat visits and ramp-up site usage?

The Internet has forever changed consumer behavior and expectations, and by becoming website-savvy, you ensure the future of your business.