by Ian Girling, chief executive, Dorset Chamber of Commerce and Industry

IN my last article I discussed why businesses in all sectors need to embrace technology in a rapidly developing digital world. Following this, I want to reflect on some of the underpinning, critical issues for business in the 21st century, starting with why every businesses needs a strong online presence – helping potential customers find them online, providing a pleasurable and easy browsing experience and ultimately driving sales for the business.

For most consumers, the starting point now for any purchase is Google. In 2017 we like to browse and shop from the comfort of our home at any hour – and so many goods and services are now purchased online and delivered – and there is no need to visit a store. For so many businesses your website is now your shop – and its essential businesses invest in their future.

However it’s still surprising that so many businesses have been so slow to understand and recognise the need for a strong, high-performing website. So often we will see businesses with a dated, sometimes home-made website, providing a very poor browsing and purchasing experience for the potential customer – which will ultimately cost the business in terms of sales. This gives your competitors that have invested in an attractive website with a good level of functionality a highly competitive edge. The ability to browse and purchase goods and services online has also made the world a much smaller place, enabling us as consumers to access a far wider market from a geographical perspective. It’s led to the development of a very competitive global marketplace.

There are several essential aspects to a decent website. Optimisation is essential. Consumers need to be able to find you quickly based on key words that are quickly recognised by search engines – ideally you need to be found on page one. The look of your website needs to properly reflect your business, your brand, values and the image you wish to project. You need to be able to showcase your services through well-written clear copy, video, imagery and testimonials. It’s also essential your website is easy to navigate and potential buyers can find and understand the products and services you are offering with ease – we know users have very short attention spans. Functionality is also essential – the ability to browse easily, reserve or purchase goods, organise delivery or book slots, ask questions and importantly, upsell by offering additional goods or services based on the initial purchase. It’s also now essential that websites are mobile-friendly.

Of course it needs to be recognised the cost of such a website represents a significant investment, particularly for smaller businesses that lack the infrastructure and budgets of the big players in their respective industries. And it’s often these smaller businesses that so need a strong website to enable them to compete against these much larger businesses. However in order to remain competitive in the 21st century and given the incredible rate of adoption of digital technology by consumers, it’s absolutely essential that businesses in all sectors fully recognise the importance and necessity of a strong website.

We recognise this ourselves as an organisation and February will see the launch of a completely new DCCI website to replace our current interim site. This will provide a far better user experience for both members and non-members. For advice on any of the issues covered here, don’t hesitate to contact DCCI on 01202 714800 and we can help you find you the support you need.