Recently we carried out research to understand more about the digital landscape of SMEs in Ireland. Specifically, we wanted to understand the health of Irish SMEs’ digital presence.
Our dot ie Digital Health Index analysed the number and quality of digital assets (like websites, apps and social media accounts) owned by SMEs in Ireland.
The results were surprising.
1 in 6 Irish SMEs – that is 17% – still have no online presence whatsoever. No website, social media account or any other digital asset. 55% say they don’t intend to build a website in the future.
1 in 4 of these SMEs said poor broadband infrastructure was a barrier to establishing their website and going online. However, for the remainder it’s clear that there is reluctance for some reason, to establish an online presence. Over the next 3 blogs, we want to set out the steps involved. We want to demystify the process for any businesses who has previously considered it to be too technical or needing too many resources.
Today, you don’t need to employ an IT person to build a website for your business. Nor is it essential to know code (certainly some knowledge will help, but a lack won’t hold you back). There is no need to manage hosting or servers and costs are reasonable.
Here are the steps involved in building your website:
1. Pick your site: There are a range of website creator sites which make it very straightforward to build your own website, for example Wix, Squarespace or Weebly. Each of these offers a huge range of templates and suggested layouts. They even categorise the suggested layouts by the type of business you are, for example, photographer, retail, architect/design or a services company. These allow for a small amount of online selling. However, if it’s a full e-commerce solution that is required it’s best to consider Shopify. Alternatively, you can outsource this part and engage a website developer to carry out the build for you.
2. Get a domain name. Firstly, check that your chosen name is available, then select one of our Accredited .ie Registrars, who will be able to help you complete your application and provide you with additional services if required. You will need documentation proving your connection with Ireland and your claim to the domain name. Finally, submit your application to your chosen Registrar and we will register the .ie domain for you.
3. Get a personalised email address. A lot of the web creator sites provide email services if you subscribe to their premium plans. However, you can use Google Apps to create your own email address. It costs only €4.92 per month.
4. Pay attention to branding. Some companies like to work with a designer to create branding and ensure a consistent look and feel throughout the website. With the website creator packages, you can do this yourself. Good quality images and graphics are essential, especially is this is for online store. The text throughout the website should cover essential information about your brand, your offering, how best to get in touch and where to buy. Our research shows that consumers are frustrated when they can’t find contact information on a website. 90% of consumers check a website or search the internet when they are looking for information about a business.
5. Integrate with social media. This will allow consumers share content from your site with their friends and connections. It will also entice visitors to follow and like your social media sites.
6. Set up your Website Analytics. These will be part of the website package or you can monitor your website performance by using Google Analytics.
7. Promote! Once you are up and running, use all of your existing contact points to promote your new website, for example email sign-offs, business cards and brochureware, social media ‘Bio’ sections, product packaging, local advertising. Tap into your existing networks, like your local business chamber or trade association and see if you can get your website featured in their e-newsletters or on their website.
The dot ie Digital Health Index was published in June 2016. You can view and download the complete June 2016 report here.
