Online versus on-site: is going digital really right for your business

Business owners navigating this change have lots of questions: What kind of businesses should go online? What are the benefits?

There is no right answer — it all depends on your needs, your customers and your strengths. There is no single type of business that “must” go online. The decision will be based on your business structure and finances. So it’s critical to understand how your specific business will benefit from operating on-site or online.

There are some key differentiators that will help you ultimately decide whether staying on-site is the best move — because these factors can be difficult to reproduce online. These key factors include customer relationships, community connections, inventory space, human interactions, service delivery and auxiliary business benefits. On the other hand, the reduced overhead costs, a global audience, round-the-clock hours and digital service delivery make operating online a smarter decision.

The key is knowing your business strengths and deeply understanding your customers’ needs.

Operating a hybrid or fully online business can offer many advantages like broader customer expansion, flexible operating hours and reduced overhead costs with a digital storefront. But your business model will need to adapt to make it work. If you’re a unique business owner that runs your company from home or a hybrid space, learn how to make the most of your business space.

No brick-and-mortar location means no walk-in traffic, but there’s lots of ways to generate traffic to your online store. Before you step into the world of eCommerce, it could be a great idea to learn digital marketing skills to help you transition smoothly online. Master digital marketing strategies like email marketing, Facebook and social media campaign creation, Google and search engine optimization (SEO), content production, and data analytics.

ECommerce platforms have come a long way — with lots of easy to use options available. Whether you want a fully customized, all-in-one solution or an option that can be added to your existing website, there are solutions available. Take time to research your options, speak with service providers and get quotes for the kind of space you want to build online. Remember that most people browse on their phones, so build the mobile experience from the start.

Another great way to build and grow your business professionally is via LinkedIn Pages. More specifically, LinkedIn Pages helps generate brand awareness with like-minded professionals and create credibility for your small business.

Luckily, no one knows your customers better than you! Remove friction wherever possible when designing your website and social media, and ensure you have professionals that make user experience and accessibility a priority. In the age of eCommerce, one click can simply make or break your deal or online sales. Focus on making your products easy to find, offering search functions, using clear language and simplifying designs. Try to replicate the experience customers have at a physical store by making it easy for people to understand where to browse, pay and ask for help. Test your platforms as if you’re seeing them for the first time or ask others for feedback to make sure they’re easy to use. Above all, focus on making the checkout process easy and secure.

While many safety risks are mitigated by moving online — especially health and safety ones — other risks like cyber threats are heightened. Know what local and international data laws you’ll need to comply with and understand your industry’s compliance requirements. Only collect customer data that is absolutely necessary and make sure payment information and processes are secure. If you’re not sure where to start, it can be helpful to use established platforms with security features. Don’t wait until the last minute to fight cyber attacks. Be proactive and have a plan in place to safeguard your business against cyber threats.

There’s a lot to consider when making the shift online, but maintaining what makes you and your business special is important. Keep customer service front of mind, interact with your community on social media and through your website, and focus on keeping that spark that differentiates your business from its competitors. Make your unique brand experience consistent across your online store, social profiles and in emails. Customers can develop a relationship by visiting you online, so stay authentic and share your passion as you build your online business.