Every now and then, I meet a retailer whose company has no online presence of any kind. Not a website, no social media, but they still generally market in old media ways such as phone book advertising or in local newspapers. When I ask why they haven’t jumped on the Web, the answers vary, but they are usually along the lines of “We do great with word-of-mouth advertising,’’ or “We’ve got enough customers to keep busy.’’

And I believe there are lingering perceptions among some very small, local business owners that websites are an unnecessary expense and time waster that won’t pay off.

When I hear from a retailer who seems content without an Internet presence, it’s tough for me to refrain from speaking up about the many ways they could benefit from a website. That’s because I talk to so many business owners who are surprised and gratified by the impact a website has had on their revenue. It’s my experience that some retailers go online with a lot of skepticism, but they never regret the decision in the long run.

By the Numbers

I was on the phone with a retailer recently who didn’t see the value of having a website. “We just don’t need it,” he told me. “Our customers tell their friends about us and we get plenty of business that way.’’ That’s great to hear, I told him. I’m sure his company has a reputation for great service. But would he reconsider his decision if he knew his competitors with websites were getting lots of new shoppers through their websites?

Just when I thought this retailer was in the minority – and that most business owners in this industry now have an active online presence – search engine giant Google reports that many U.S. small businesses are still offline.

When asked to give a reason why they do not have a website, the most companies, 41 percent, said the business currently doesn’t need one. Another 19 percent cited the cost of operating a site, 16 percent said they don’t have the time and 9 percent said websites are too complex.

Of companies with an online presence, 80 percent reported their website is being used mainly to share general information. Another 45 percent said the site is used to provide customer service, 35 percent said it is used to capture leads and 30 percent said they are using it for e-commerce.

What these statistics tell me is that retailers are a microcosm of all American small business. While we hear about tech-savvy upstart companies that make millions based on a slick website and intense social media efforts, a significant number of mom-and-pop service businesses are doing fine but sitting on the sidelines when it comes to online marketing.

Could You Do Better?

I know a number of small company owners are satisfied with their current customer lists and aren’t looking to add customers. Perhaps they’re heading toward retirement and don’t have any future plans for the business. But whether or not you have long-term business plans, you shouldn’t wait any longer to establish an online presence. Here are a few points to ponder:

A website is your engine for lead generation.

Most people haven’t cracked a phone book in years. I know that’s the case for me. Why page through all those ads and squint to read the small print when a quick online search will bring you to expansive websites for local service providers? People in need of a service get on their smartphones and tablets to find a gunsmith or retailer. The information is instant, updatable, and not limited in size and scope, and creating and maintaining a website can be quite inexpensive.

Show off your hard-working team and your new inventory.

With photos and words, a website lets you paint a compelling picture of your company, no matter how small or large. And while you’re putting your best professional foot forward by showing what your workers can do, the website tells customers you’re serious about keeping up with technology. Appearance means a lot these days, and for many living in the digital age, a website is a prerequisite for running a viable business.

Customer contact is a two-way street

People expect a lot from service companies today. They want to be able to communicate with you quickly and easily. When was the last time you saw a teenager talking on a telephone? Young people wonder why anyone calls it a telephone when it’s chiefly used for texting, perusing the Internet and posting to social media sites. Having a website opens you up to so many ways of reaching out to your customers. Link to your Twitter and Facebook accounts, encourage customers to order and pay for services online, and make it easy for your loyal customers to provide you with a testimonial.

Do it for the next generation

A website will help build value for your business. That’s important whether you’re planning to sell it someday or hand it down to your children, as happens in so many multi-generational companies. If half of all retailers still don’t have websites, they are losing market share to the other half. You may think your business is performing fine for your needs right now, but if you’re not moving ahead, you’re falling behind. A Web presence will only be more of a prerequisite for small business in the future. The longer you wait, the more you risk losing value for your company.