Smallshock

More times than I can remember, I’ll be driving down the road and will notice a vehicle in the next lane with a sign proudly displaying the name - and phone number - of a business that would love to have me as its next customer. Yet for some reason, there’s not a web site address to be found.

It makes me want to roll down the window and scream “Hey! Don’t you have a web site?”

There are only two explanations. Either the business doesn’t have a web site, or the sign doesn’t. Either one is unacceptable.

Let’s examine the latter first. It’s quite possible that the sign has been on the vehicle for years and it was a oversight. But should it have been? If your business has a web site, you likely want to get the word out as much as possible, right? You put it on your business cards, e-mail signatures, run ads in the local newspaper. Yet somehow the rolling billboard got neglected. How could this happen?

Fortunately, the fix is simple and not that expensive. Call around to your local print shops (or even search for ones online such as stickerguy.com) and find someone who can make you a sticker roughly the same width of your auto advertising with one word on it: your web address (example: yourwebsite.com). Slap one on all your company cars close to the sign and get your web site noticed.

But what if the business didn’t have a web site? Then I’d have to ask, “Why not?”

I don’t know how a business can afford not to have a web site anymore. It’s the cheapest form of advertising possible. It’s always a search engine search away and customers who aren’t comfortable calling to learn more can find out about your business from their favorite internet-connected device. Traditionally, that might be a home or office computer, but with mobile devices become more connected to the internet, it could, quite literally, be the guy sitting at the stoplight next to you.

Even if all you could afford is a web site with one page listing your hours, contact information, directions and a quick summary of your services, that would be enough to get a potential customer to take the next step. Especially if that same customer is using the web to research products or services like yours while your competitor has a web site and you’re nowhere to be found.

That doesn’t even include the word-of-mouth factor. Maybe I don’t need what your offering, but if it comes up in conversation with a buddy of mine who does, it’s possible that I’ll remember the web address and pass it on.

Your business can’t afford not to have a web site, and it definitely can’t afford not to have it displayed on as much of your promotional material as possible.

Is your business missing out on getting the word out?