A website is more than directions to your business and an “about us” page. It has the power to turn customers into a cult of die-hard fans and the power to seek out new clients on its own.

Don’t misunderstand the place of a website in your business.

Ten years ago, the purpose of a website was clear. It was an “always on” sales associate that handled answering common questions that a customer may have. Questions like, “Where are you located?” or “How late are you open?” That is still an important part of a websites job, but if this is all you are asking of your website, you are making a huge mistake and it is losing you money.

A website is not an expense, it’s an investment. I know that may sound corny, but it’s absolutely true. You need to see it as an investment and start letting your imagination work out how it is going to help your business thrive.

According to Pew Internet:

“The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years — from 8% in 2005 to 35% now”

This is a trend that cannot be ignored. Everyone from teens to adults are moving online. And more than ever, they are discovering new products and services based on what they see their friends are using. Don’t believe me? Look how many people are discovering a new coffee shop — right now — on twitter. Think that is a fluke? Maybe people talking about a roofers might just convince you otherwise.

Individuals that see a website only as an expense are ignoring a fundamental fact of the wired culture we live in:  the internet is driving business.

Stop thinking of a website as an expense and start thinking in terms how many customers would you like to have.

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