Advertising is hit or miss. If you hit, congratulations. But it’s far more common to miss. And often it has absolutely nothing to do with you or your ad. Circumstances conspire against you. Your potential customers lose the mailer, misplace the coupons or just plain forget. A lot can happen between hearing a commercial or seeing an ad and being able to respond.
When that happens your potential customers lose their potential.
But a website offers a major advantage—reclaiming lost potential. If they forget your url a quick spin on a search engine could bring them back. If you play your SEO cards right they might not even need to remember the name of your business. All your advertising can be backed up and reinforced by a consistent web presence.
Circumstances will conspire against your business from time to time, which is why you need conspire against the circumstances. Be prepared with a website and make sure you’re easy to find. Then when people forget the details—and let’s face it, people will forget—it’s easier to be found again.