Well, apparently there IS something new under the sun…..and it's happening all over the web. New technologies, new applications, and new features are making all kinds of web sites more useful than ever before, including business web sites. You may have heard it described as "web 2.0," the "interactive web," or the "content-driven web," but all of these terms reinforce the same basic idea – the web has changed!

It used to be that small businesses could simply use their existing brochures and product sheets as content for their web sites, add a few keywords, and maybe add a contact form to create a pretty good small business web site. But now, there's a new web environment for business that's based on multimedia, interactivity, and creative presentation techniques that make these old-school web tactics seem positively outdated.

So what's a small business to do?

Content Delivery

For starters, you're going to have to actively communicate with your site visitors, not just provide them with a static "brochure-site" that they can read. For instance, what can your visitors expect to gain by visiting your site? Can they sign up for an e-newsletter? Do you have downloadable reports or e-books to offer them? Does your content offer them actual useful information, or is it just page after page of sales pitch? You may need to rethink the way in which you deliver your web content, and determine better ways to provide value to your visitors.

Meet New Expectations

You may also want to pay attention to the new technologies available on today's web sites, because users are quickly becoming accustomed to them. Visitors often expect to see technologies such as RSS feeds, blogs, and podcasts available from business sites, as well as video "ads," interviews, and tutorials. Even adding simple features can make a big difference for a web site. For example, adding an interactive calendar of events to your site (especially if you allow visitors to submit events for publication) can send a strong signal to your users that you are able to meet their expectations both on your web site and in your business, making you a natural choice over your competitors!

Make the Right Impression

If you're a small business, the temptation might be to think that these new expectations don't really apply to your business, or that your customers don't really care about how sophisticated your web site is (or isn't). Well, that's simply not the case. Studies have shown over and over again that customers make decisions based on emotional "gut feelings," often based on their impression of your business. If you present them with an old-fashioned, outdated web site, what do you think they will remember (if they remember you at all)?

Make sure your web site is an accurate reflection of your business, and give your visitors a reason to "click around" and get to know your company. Offer them a variety of interesting material that's presented appropriately for today's web users. Meet their expectations on your web site, and they will be less likely to move on to the next site (a.k.a. your competition!) and more likely to do business with you.

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Lauren Hobson is the Editor of Biz Talk Newsletter, a free monthly publication designed to provide small businesses and non-profits with tips and techniques to help them make the most of their web sites and marketing efforts without spending a lot of money. Biz Talk is published by Five Sparrows, LLC.

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