A few years ago, in the aftermath of Victoria’s Black Saturday disaster, a second ‘hit’ was felt by businesses in affected regions.
After the fire had devastated lives, homes and businesses, those left standing were hit by a tide of business downturn as normal trade evaporated due to both real and assumed fears for visitor safety.
As a result, many businesses struggled to survive in what should have been their peak season.
In these pages we told the story of a winery and boutique accommodation provider at badly affected Dixon’s Creek.
Not only was it able to keep patrons posted of the progress of their recovery, they also used the website as their main sales channel given that their traditional one was burnt and had to be rebuilt.
While business was badly interrupted, the website at least provided a good source of both sales and future bookings – a capability not possible only a few years earlier.
Better still, the business was able to transfer its existing bookings to a nearby venue – again assisted by the real-time bulletins posted on its website.
Now much the same blow is being felt by businesses all over the Eastern seaboard, as floods decimate not only business premises, but the revenues and wages of owners and staff – just as the fires did two years ago.
And once again it’s the web that can assist affected businesses in keeping business ticking over while the normal foot traffic is impossible to achieve.
Retail businesses with an eCommerce enabled website can still sell product despite their premises being inaccessible by road. If delivery services prevent outbound delivery there would be plenty of businesses in similar stores who I’m sure would be only too pleased to help out.
In fact, they may well find that more people want to buy from them to support them in their time of need.
Non-retail businesses may also be able to benefit from online sales or enquiries as sympathetic customers seek to support them.
Again a website can be instrumental in advising visitors about the status of the business and in turn funnelling enquiries to the business operators.
Of course these benefits will only be possible if you have a website – ideally with a Content Management System that allows for easy updating of information.
It’s yet another less obvious way that a website can have a significant impact on the fortunes of your business.
Disasters like fires and flood can also decimate telecommunications infrastructure needed to operate website servers. However, these issues can be avoided by hosting your website in a secure location far from ‘at risk’ locations.
Has your website assisted your business in a time of crisis? Tell us your story below.
In addition to being a leading eBusiness educator to the smaller business sector, Craig Reardon is the founder and director of independent web services firm The E Team which was established to address the special website and web marketing needs of SMEs in Melbourne and beyond.
Smart Company is the leading online publication in Australia for free news, information and resources catering to Australia’s entrepreneurs, small and medium business owners and business managers.
