In a world where the Internet is becoming increasingly relevant for projecting a company, it is important to have as many elements as possible to help it stand out.  One of these elements is the website itself, and a good way to improve its capabilities is web programming.

Web programming can be defined as the application of computer code and instructions to the creation and editing of an Internet site, covering aspects such as structure, style, speed and accuracy. The main advantages that web programming offers to an SME are the ability to create a unique design, the improvement of the user experience, the customisation of the website without the use of additional tools, and the updating of information or formats based on standardised and delimited instructions.

As this is an area that requires some IT expertise and not all SMEs have a specialist team to carry out these tasks, an alternative is to have a bespoke web design provided by a third party. The best way to know whether it is necessary to contract these services is by considering certain criteria, such as a high reliance on generic templates for web design, increasing traffic, or a difficulty in expressing the SME's brand identity.

One characteristic of web programming is that it is possible to be applied to any SME with a website. However, specific use cases range from creating and editing the basic structure of a portal to improving the user experience. All of this can be achieved through programmable products or services, such as chatbots, contact forms or the configuration of tracking systems. In other words, it not only improves the service the customer receives when visiting the site, but also simplifies the internal work of the organisation and provides data to help decision-making within the SME.

Despite all the power of web programming and the benefits it offers, it is important to be aware of the limitations it represents, among which are the integration with certain accessory tools, the maintenance of the website, the security of the data used in the codes and, above all, the lack of qualified personnel within the SME.

In short, web programming offers many alternatives for SMEs that want to highlight their presence on the Internet, while maintaining efficiency and accuracy as principles. It is very important to define the need to use this tool before its application, since not all organisations need a web development team. This need will be determined by the scope that the organisation aspires to reach and the satisfaction of other internal indicators, as well as the applicability of a programming language that offers a substantial improvement to the services provided or to the initial website.