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Posted: Tue, April 29, 2008
Efficient websites could bolster small businessesSmall businesses that focus on turning web visitors into sales will be better placed to weather any financial storms, an expert has said.Mark Furber, who runs search engine optimisation (SEO) company NetCallidus, suggested that rather than making "knee-jerk cuts" to marketing budgets if a recession hits, businesses should divert the funds to increase the efficiency of their website. He said that at the moment, many companies do not know what their return on investment is on their website, but that for some it is as bad as a 90p return for every £1 spent. "It's those that take a more scientific approach to their websites that will thrive. They need to look at all the data about how customers use their website, and then improve the site bit by bit to get more sales from the same visitors," Mr Furber stated. He recommends using internet marketing tools such as SEO or pay-per-click and analysing data to try and understand how customers use the website. Recently the managing director of Startup Co suggested that having a web presence could be the key to raising the profile of a small business. 
© Adfero Ltd
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