Tips for setting up a business website (and yes, you do need one)

Websites are an essential part of any successful business, and you don't need to be a Fortune 500 company to make one great. If you don't have one, think about the following stat recently released from the Pew Research Center's Internet and American Life Project:

"The Internet is the number one source for information about about restaurants and other local businesses."

Still think you're OK without a website (or the one you set up in the early 90s)? Even the smallest of businesses should invest in a website. So, now that I have you on board to get started on yours, here are five things to keep in mind:

1. Know your purpose and your audience

Think of your website as your home base; it's the place most people will check out before they step foot in your physical door. How do you want to portray yourself? When visitors come to your site, what do you want them to find? Not all of the visitors to your website will be coming there for the same purpose. Develop a site that engages visitors at all levels; from those who happen upon your site through a Google search to those who are daily visitors. Personalize your content and provide information that is helpful to your audience.

2. Get mobile

Did you know that nearly 50 percent of adults get their local news and information from a mobile device? Is your website mobile-friendly? Think long and hard before adding things like fancy Flash introductions and other aspects that can frustrate (or prohibit) mobile users from accessing your site.

3. Update regularly

Maintaining regular updates on your website is not only great for search rankings, but it also encourages visitors to come back again and again. Develop a home page that has a link to your Twitter feed or Facebook page. Add a "News" tab to navigation where you can update current events and/or sales. Give your site visitors something to interact with while they're there; something that changes each time they visit so they continue to come back to your site.

4. Think simplicity

Although you may want to shout from the rafters ALL of the excellent things that are happening at your company, the truth is, your readers aren't interested. At least not in all of it. The majority of your website visitors come for one purpose (maybe two), so your content should be easy to navigate and understand. Lose the long, scrolling pages of text. Focus on simplicity and easy-to-navigate information. Just because your competitor has a website that is 25 pages deep doesn't mean you have to.

5. Be authentic

Your website should be one of your biggest selling tools; show the real you. Forget using stock photography and long paragraphs of copy that no one will read. Develop your own voice and show real pictures of your customers, staff or location. Validate your company by providing adequate information in an "About Us" section, providing legitimate contact information such as local phone numbers and email addresess.

Building a website for your business doesn't have to be scary and it is a great piece to have in terms of ROI (return on investment). Websites are not just for younger generations, either. Among all adults online, the Internet is still the top source of information for schools, restaurants, housing, local businesses and jobs (Editor's Note: Just look at Patch for Example No.1) according to the Pew Research Center.

Don't miss your opportunity to share your information online.

Melissa Harrison is principal at Allée, a marketing and communications firm in Albertville. She has been helping clients develop engaging marketing plans, including websites, for the past nine years. Send her a note or give her a shout on Twitter with your burning website questions.