I often talk to business leaders whose businesses are doing well. They are doing so well that they "don't need a website." They say, "if we had a website we couldn't keep up with the work it would generate." I wonder if they would be willing to fill in that blank with any other business given. "If we had we couldn't keep up with the work it would generate." Would they say they don't need customer service, quality products, customer relationships, efficient billing, educated clientele, solid reputation or locatable offices? All of these things generate business. All of these things can be enhanced with a good website.
The irony is that most people who "don't need a website" actually do have a website. It's just not a good one. The fact is that a good website is actually more beneficial for a company that is already doing well. Your company may not need a website to generate new clients, but your company could likely use a good website to better serve the clients that you already have. Why does a well-established company need a website? Here are just a few things that your website can do to help both your clients and your business.
It is not uncommon for hours (and I'm not exaggerating—hours) to be waited on the phone answering the same questions over and over again. This is something that increases The Reservoir of Goodwill and also saves you time. There are three types of questions that should go in your Frequently Asked Questions section.
- Questions that everyone asks
- Questions that no one knows to ask
- Questions that everyone is embarrassed to ask
The first cuts down on hours spent regurgitating the same information and opens the phone lines for more business. The second shows your clients that you are looking out for them. The third calms their fears and removes barriers of becoming a new client.
If you truly do have more business than you can handle, check with your Billing department and ask them about your AR. Odds are, it could use some help. Often times, a website can help with that. Your credit card processor or bank may offer an Online Bill-pay API. (API stands for Application Programming Interface. It allows you to use someone else's functionality on your website.) This is yet another feature that is good for both your clients and for you.
If you are successful, it's because (well, hopefully because) you have established good relationships with your clients and maybe even a few Alpha Consumers along the way. We all know that Word of Mouth is the best form of advertising. If your clients are saying good things about you, give them a megaphone! A Testimonial section is a great way to share good words from good clients. This gives an outlet for those clients who want to rave about you, and just don't have a good place to do it. It also gives you a little more control over what is said.
In addition to these things, you can list your many services, showcase quality products, build relationships with company and employee profiles, educate your clients with a blog, provide an interactive map to your location(s) and much more. You may not need a website to get more business, but you do need a good website to do better business.