I just finished reading a survey conducted by The Pew Internet & American Life Project concerning how the average American is using the internet to help them get through the recession. Among all of the important facts the survey discovered are several that should be important to the average small business owner.

The first fact, which really should be no surprise, is 67% of all internet users are using the web to find the lowest prices for the products and service they need to buy. This speaks directly to the reason why every business, regardless of its size, needs to have a proper website.

A website is the most likely place where buyers will first be introduced to your business.  And you know what they say; “You only get one chance to make a first impression”.  Your website is where a buyer will decide if they will consider doing business with you.

So, if you don’t have a website, the buyer doesn’t know you exist, and if you do have a website, but it’s not presenting your business properly, you could be losing sales within the first 10 seconds.  This is why I believe every business needs a proper website.

Second; 40% of internet users are searching for ways to save money.  They are looking for coupons, discounts and information so they can make the best purchasing decision.

As a business owner you should make sure that your website provides the buyer all of the information necessary for them to make that smart purchase; from you.  Your website should be your best salesperson.  What information does your best salesperson deliver to close that sale?  That’s what your website should do.

Keep your website current.

A business website needs to be a living, breathing part of your marketing plan.  Don’t make the mistake many small business owners make by thinking that once you’ve create a website it never needs to, or should be changed.  Creating the website is only the first step.

Your website should be updated as often as you update your inventory, run sales or offer a new product or service.  Use it to keep your customers up to date on new items coming to market, new information that’s important to the products and services you offer.  In other words; give your customers a reason to come back to your website.  This goes to my next point…

…27% of internet users use the internet to get material on the cost of everyday purchases.  Again, people are going to the internet before they make almost every purchase.  From everyday items, to major purchases, to services they require.  Everything!

You’ll spend hundreds to thousands of dollars every month for a Yellow Pages ad, but you won’t even consider spending a third of that on your web presence, which will bring you much more business.

You can read the full PEW report here