We Don't Need No Stinkin' Web Sites

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Your Site Must Be Current

Want to get it listed higher? Then go ahead and pay one of the search engine optimization vampires a pint of blood so you can catch a glimpse of it somewhere on the first few pages of Google (GOOG). Wow. More money spent so people can find out your address and phone number.

So what's the point?

Web sites cost money—not just to host, but to create. If you're going to have a Web site for your business, you're probably going to want it to look really cool, hip, and professional. Like the Drudge Report. You'll need to take time to develop it. You may need to pay a consultant. One of those turtleneck-and-vest-wearing, greasy-haired propeller heads. And for Pete's sake you're going to need to keep it up to date. Your products may be obsolete and your services have never adapted to the times. But that doesn't mean your Web site has to get stale.

There Are Some Exceptions

But is this really necessary? Can all those site-less small business owners be wrong? They're not trying to shock. They're not trying to grab attention. They're just trying to save some money. Marketing dollars are limited. There's a recession going on. For many, sinking a bunch of dollars into a Web site may not be the best return on investment.

Oh sure, if you're in the Internet porn business, or sell things online, then this is an entirely different story. Or if you're looking to replace all of your marketing materials and send prospects and customers online to learn in detail about your products and services, then it makes sense to a have a full-fledged site. Or if you're going to use your site to provide customer service, manuals, videos, and a knowledge base, you'll want a vehicle to do this. A Web site's great for you, too.

But gee, many of the business owners I know—those incredible, pathetic, dismal, wretched losers who so shock the turtleneck-and-vest-wearing, greasy-haired crowd—don't necessarily have those needs. They are gas station owners, restaurateurs, insurance agents, shopkeepers. They're CPAs, architects, landscapers, plumbers, and electricians. They're not selling books online or running auctions. They're not distributing software or hosting phone services. They're not complex. They're investing elsewhere. They're O.K. with no Web site.

A Vested Interest in the Debate

When was the last time I visited the site for the corner Exxon guy or the sub shop across from my office? To see the price of gas? To get nutrition info on ham on rye?

If you search the Web you'll find lots of people writing about how small business owners must have a Web site. Dig a little further and guess what? Many of the people shouting how absolutely critical it is for a small business to have a Web site are—drum roll, please—in the business of helping small businesses create Web sites. Surprise! Despite what all the business experts—including the turtleneck-and-vest-wearing classes—may say, Web sites are not an absolute necessity.

Good business owners invest wisely and for the most return. They're not in business to run a site just because it's cool or hip. Many people I know are fine with a simple and professional Web page. Let the turtleneck-and-vest-wearing, greasy-haired geeks suck their fees from someone else.

Gene Marks, CPA, is the owner of the Marks Group, which sells customer relationship, service, and financial management tools to small and midsize businesses. Marks is the author of four best-selling small business books and writes the popular "Penny Pincher's Almanac" syndicated column. He frequently speaks to business groups on penny-pinching topics. More penny-pinching advice from Marks can be found at www.quickerbetterwiser.com.