I quit using the yellow pages quite awhile ago. I have several and while there are times it can be convenient — if you know exactly what you are looking for — it is usually much faster to use an internet search when you’re looking for products and services. Most people with a computer and and internet connection work this way these day.

So, I ask you, why would you spend more than a token amount of money on yellow page advertising when that money can be better spent on internet advertising and your very own website?

Case in point. A longtime friend and sometimes client who has an AC and Heating Equipment & Repair company decided to stop spending $500.00 a month on yellow page ads and put up a web page with the standard information (who, what, when, where and how). He not only saved a bunch of advertising dollars, his business actually increased. When he added some Google Adwords advertising his business grew even more. Now, he doesn’t even bother with a display ad in the yellow pages.

The success of a small business is directly related to getting the best bang for the buck. Best pricing you can get, lowest costs you can find, best bang for your advertising dollar. The internet can be one of the best places to get that best bang for your advertising dollar. Yet, so many small businesses do not have a good searchable website and, in many cases, no website at all.

I’ve heard all the excuses, folks. Too busy and no money usually top the list. In some instances, there’s a website that is so stale and out-of-date as to be useless, and I hear about how hard it is to get the site updated. Remember, customers are continually searching the internet looking for products and services they often judge whether or not to do business with your company on the basis of your website.

Here are some small business website myths revealed:

1) It going to cost thousands of dollars to create a website. No. There are plenty of excellent tools that can be used to set up and brand a website for your company for much less. These tools have components that can help drive new customers to your business. It is true that the more pages (or content) that you have on your site the greater the initial investment will be. But, even that depends on how much of the work you’re willing to do yourself.

2) I don’t have the staff to update the website. Definitely a legitimate concern. An out-of-date website with tired content that is never updated is worse than having no website at all. Here again, tools are available that make it an easy task to update the website – so easy that your 15-year old could probably help you do it. Of course, they won’t, but they could.

3) My competition does not have a website so why should I? Or, the variation, “My industry isn’t into technology, so we don’t really need a website.” This simply isn’t true. While there are probably a few niche businesses that are so well established that they have no need for any advertising or marketing, for the most part every small business can see benefits from having a website.

4) I can get away with a simple, freebie website. While it may be better than no website at all, a ‘brochure’ website is usually not all that engaging. It has a Home page, About Us (possibly), Hours, Contact Us and maybe a Company History. Today, even the smallest small business can afford a site that will not only engage your customer but also provide them with several methods of engagement. All you need to do is to provide the content.

5) I don’t have lots of frequently updated content for my website. Okay, then use other things like photo galleries showing happy customers and employees, or a short videothat shows “behind the scenes” or the quality processes that go into your business. An interactive Q & A is a great way to engage visitors. Things like FAQ’s (Frequently Asked Questions) can even help save you time and money on support issues and show customers that you are concerned about your quality of service.

6) All that SEO stuff is too hard to figure out. SEO or search engine optimization refers to using the words and phrases on your website that your customers will use when searching for the type of products and services you offer. Having a website that is search optimized is fast becoming the big thing that can help your business. And, many of the tools used create websites these days have built-in components to assist with SEO.

So if you are a small business and have a less than great website or no website at all, you are missing a great opportunity to be there when potential new customers are looking for your product or service. And you are also missing an opportunity to tell your story in a fun and engaging manner. Customers are looking for what you have to offer. Will they find you?

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