Conveying a professional image plays a key role in attracting new customers, according to new research commissioned by Microsoft.
The survey revealed that 92% of people check a small company's website before placing an order and 45% would not use a company that did not have a business email address.
Over half of those questioned (56%) said they would be more likely to use a company that had a professional looking website, with 84% seeing this as an indicator of the quality of service they could expect to receive and 63% agreeing that it conveyed a sense of honesty and trustworthiness.
"A professional image is crucial to consumers when choosing a local supplier," said Tim Kimber, Office Live product manager at Microsoft UK. "In particular, a local firm's online presence - be that through its website or email contact - is a vital factor in conveying professionalism which is what attracts customers to that specific business.
"It's particularly important that we look to rid the small business world of personal email, which doesn't communicate the level of professionalism small firms need."
Those responding to the research also suggested a well designed website conveyed greater accessibility (53%), professionalism (41%) and clarity about what the business offers (51%).
"If local businesses are to grow and compete with larger companies, they need to understand just how important it is to appear professional," added Kimber. "They should think about their online presence very carefully and understand how the design of their website and email address affects how their business is perceived."
But while having a businesslike website and domain name is essential to attract customers in the first place, the research revealed that good customer service and after-sales care is what turns them into repeat customers.
Almost half (46%) said that good service was the main reason they would return as customers, while 63% admitted they would not go back if they had experienced poor after-sales care.
