January Issue Extra: Should I Web-ify?

The number of Internet users exceeded 350,000,000 by the end of the 1990s. This popularity explosion led to the business notion that integrating a Web site into your business was a must. You were Internet or out. Businesses in all industries raced to establish a Web presence. The 21st century, however, brought with it a more sobering view of the Internet. Business leaders realized that Web sites had both advantages and disadvantages. Today, business people everywhere are asking themselves, "What is the deal - is a Web site a good or bad investment?"

Green industry companies face the same question. Companies have to decide whether the benefits of having a Web site warrant the costs of developing and maintaining that site. The range of answers is as vast as the Internet itself. Some companies believe that the benefit of Web pages is all hype; others say that dollar for dollar it is the best marketing medium available. Let's consider some of the arguments.

ALL IN FAVOR. Web site advocates cite two primary advantages. First, Web sites increase accessibility. This means that service is available to your customers 24 hours a day, seven days a week. Any time, any day, a Web site can allow you to sell extra services, provide estimates and answer questions. It's like having an employee who can handle any number of customers at one time working around the clock. For the client, this sort of accessibility means convenience. And let's face it: In today's fast-paced society, convenience is key. Providing customers the convenience to pay bills, ask questions and request service at their leisure translates into very satisfied customers.

A second advantage of a Web site is its marketing functionality. The U.S. spent $2.1 billion on online marketing initiatives in the last quarter of 2000. This represents a large number of marketers deriving significant value from Web marketing. Most notably, marketers value the exposure and depth of information available to viewers. Web sties are 24-hour billboards. They enable marketers to provide as much information to the customer as they deem effective.

ALL THOSE OPPOSED. There are three principal drawbacks to Web sites. Not surprisingly, the first is cost. A Web site will cost anywhere from $1,000 to $5,000 for the initial design, and at least $25 per month in hosting fees. Other costs may include monthly updates to the site, the integration of e-commerce and the cost of lost business if and when your site crashes.

Aside from cost, there is the issue of applicability. Does a Web site really complement a lawn care or landscaping business? Many companies believe that estimating the cost of a service, selling that service and following up on that service should be done face-to-face, with a smile and a handshake. They feel that customers don't want to order these services over the Web, but prefer a professional to arrive at their house to see their property first hand. In their minds, the impersonal nature of a Web site translates into ineffectiveness.

Finally, there is the issue of Web presence. With upwards of 10,000,000 registered domains on the Internet, there is the possibility that your Web site will be lost in an abyss of information. The sheer size and complexity of the Web may have eroded its marketing power.

IS A WEB SITE A GOOD INVESTMENT? I suggest that companies considering a Web site ask themselves one question: Is that Web site going to provide a greater service to our target market? For example, if your company deals solely with a handful of commercial clients year in and year out, a Web site may provide minimal benefit.

Maybe your clients have worked with you for years, so they know your operation. Frankly, you may not be interested in attracting new clients from the Web. In this case, perhaps your money is better spent elsewhere.

On the other hand, if your company provides service to a large number of new homeowners, a Web site may be very practical. It is a general rule that the younger, wealthier and more educated the consumer, the more likely they are to use the Internet. In this case, a new homeowner would most likely fall into these demographics and be an ideal target market for a Web initiative.

In all, your decision to develop a Web site should be based on the real benefit the site will provide your company's target market. Consider your customer base. If you can provide greater service to your clients via the Web, then invest. If your customers will be no better served by your company's Web page, invest your money in initiatives that will improve your customer service.

The author is vice president of sales and marketing for Alocet, Toronto, Ontario. This article appeared in Horticulture Review. For information on Internet statistics, refer to www.glreach.com or www.nua.net.