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Why Not Having A Website Can Hurt Your Business

October 12, 2010

… And why choosing the right domain name is like preventive medicine

If you are a bricks & mortar business, here is a cautionary tale about not having a website.  The story begins like this …

I decided recently to get myself a full physical.  I get one yearly physical compliments of my current health insurance plan.  Since its free, I figure why not get it. Preventive medicine is the best, and I’d like to know that all my gears are running as smoothly as I’d expect.

The problem is, I did not have a primary care physician. I don’t get sick often, and when I do, I don’t have the inclination to see a doctor about it or take prescription medication.  So, I needed to find someone that was within my health insurance network, and the first thing to do was visit my health insurance provider’s online physician directory.

Now choosing a doctor is not something one wants to pull out of a phone book, like pulling a raffle out of a hat.  There is a personal element involved, in my case at least. I want to know that the people who are going to get intimate with my personal health and history are not only the best at what they do but that they are in line, as much as possible, in my own values on health and wellness.

The directory contained literally hundreds of doctors from dozens of affiliated groups.  Without any personal word-of-mouth recommendations, how was I going to choose?

The answer is simple. If there was not a link to an associated website where I could go to learn more about  the medical practice’s culture and core values as well as the doctor’s background and credentials, then I immediately discounted those doctors and practices.  They were not even considered.

In today’s world, where people are empowered to comparison shop, not just for goods like the best laptop or bicycle, but for everything, including services, if you’re not online, then you’re losing business.

If you don’t have a website, you need one.  Having a website, of course, starts with a domain name, but not all domain names are created equal.   As I mentioned earlier, I do try to avoid seeing a doctor as much as possible. But the truth is that if I had a specific medical problem that needed to be addressed I would not rely on myself alone to address it. I would consult an expert.

Before you go out to start your website and purchase a new domain name, why not consult with a domain expert, to make sure that the domain name you choose will be one that does not hurt your business in the long run.  As I also mentioned earlier, preventive medicine is the best medicine..

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