Top 5 Reasons why Online Businesses Fail

1. Failure to acknowledge differences
To be successful with a Net-based business, it's important to understand the differences between online and conventional businesses. For instance, many business owners venturing on to the Net simply convert an existing sales brochure into some form of online content, publish it, and then wonder why they're not attracting customers to their site. The textual content of Web sites needs to be expertly written (short and to the point since visitors won't hang around), be easily navigated, and be backed up with high quality graphics that have been professionally designed.

2. Lack of promotion
No matter how well-designed and presented a site is, it won't just magically start to attract visitors (a "build it and they will come" mentality). Instead, a site has to be vigorously promoted, and that takes time, money and persistent effort.

3. Stale content
The content of a Web site has to be updated regularly with new material to ensure that visitors will return, and to also tell their friends and work mates about the site. Even loyal people who have come back a number of times will soon tire of seeing the same old material.

4. Lack of incentives
Business owners have to give potential customers an incentive for doing business online with them. It could be the convenience of being open 24 hours a day, 7 days a week, all year round. Or it could be that buying online is cheaper than from a conventional outlet. Before venturing on to the Web, a business needs to work out what tangible benefits they are offering to their customers, and what differentiates their Net business from a bricks-and-mortar store.

5. Not easily contactable
If it proves too difficult for customers to contact a business online, they'll soon go elsewhere. For example, not everyone wants to fill out a detailed or longish online form. A better approach is to set up personalised email addresses for each of the employees responsible for a specific part of the business. But there's little point in providing email addresses like this if staff members don't respond quickly. Or worse still, not at all. It seems that the business culture of some companies is that it's OK to ignore email. Unbelievably, some sites don't provide even a single email contact address.


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