Many small business owners never give it any thought: Why do, or should your customers buy from YOU, and not from the next competitor? After all, unless you are the only supplier in a small Arizona town, there are usually other options…

Here are a few basic reasons”

1. Better branding – your name simply keeps popping up in more places, causing it to stick in your prospects’ minds. On the internet that is relatively easy and cheap – with options like articles, forums, social networks, blogging, guest blogging, press releases, distributing brochures and ebooks…

2. USP – or a unique selling proposition, meaning that you offer something no-one else does. It could be a unique product or service, or just a unique packaging for the product or service. It could be a unique bonus package deal, or it could simply be presented in such a way that it is perceived to be unique…

Or even just the price – which could be the best possible price available.

3. Trust – there are a lot of things that add to, or distract from trust. These include transparency, physical contact details, using a trusted payment processor (if you accept payments online), association with consumer bodies (like the Better Business Bureau), and testimonials or reviews from existing clients (few things carry as much weight as a recommendation from an existing user).

4, Credibility – while it goes hand in hand with branding, it is possible to brand your business without having any credibility. Credibility is earned – by offering useful information (on your small business website, forums, social groups, article directories, etc), helpful advice, and proving yourself by offering good service and support.

5. Convenience – the easier you make it for a prospect to do business with you, the more likely he or she will be to do so. Do you offer a simple and clearly visible way of contacting you? Do you offer more than one way of contacting you? Do you offer enough information to help people make an informed decision?

So – taking these into account: Why would anyone landing on your website engage with your small business, as opposed to the next competitor? Do you do anything that would sway your potential customers, or do you just present yourself as a “me, too” business?

Take some time. Make some notes. Some of it might still take some work, but you may already have more to work with than you think…