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Can small businesses
succeed on the Web?
by Claudie Clot, CEO of advancis.com
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2. Keep
an eye on your competitors
Knowing what your competitors
are doing is important for obvious reasons. What may be less
obvious is the fact that your prospects will form an image of
your company based on your competitors' web site. It is very
likely that while conducting a search on the Web, your prospect
will visit the web sites of several companies providing the products
and services she needs. This means side-by-side comparison of
all alternatives. Will your site and, eventually, your company
stand out? Or will your competitor overshadow your offerings?
Don't be afraid to pick up
ideas for web design elements, auxiliary services, offers, or
strategies that will level the playing field. This is becoming
increasingly important with the emergence of numerous sites offering
comparative shopping services. Plus, you never know; your competitor
may have come up with a great idea for reaching, educating, or
convincing your prospects. It is always good to benefit from
their research efforts.
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