Two-thirds of small businesses have a website, which is an improvement over where things were a decade ago. That said, many small business owners believe that they can do without the expense of a website. So, they use the ubiquitous tools of social media. Sure, using your Facebook page, Instagram, or Twitter accounts are essential for your marketing services. However, it’s still a vital component of owning a company to create a website. In other words, yes, investment into a small business website is worth the time and expense.
If you’re about to start a new organization and have been doing without a small business website, let’s take a look at our top reasons for diving in and developing a site.
The first reason to create and develop a small business website is that it helps to validate your business. Even if you could and do operate without a website, you’re missing opportunities. In other words, when people need to know about your amazing services and products they first search for you on the internet. It doesn’t matter what services they need, from supply chain to photography services, people want to know you. And the internet helps provide the answers through your site. When you have a website, it’s validation and a chance to show leadership in your industry. For instance, you can have a blog for thought leadership. Or, you can share news and media pages on your site.
Consumers get inundated with information because of the internet, including social media. So, when customers or prospects scroll through the day’s news, emails, or social media, it’s easy to overlook your Facebook page or Instagram postings. Thus, another reason for creating a small business website is to offer the opportunity to minimize decision-making for the public. As a result of information shared on your site, you shorten the time for closing a sale. If people seek your product or service elsewhere, driving them to your site is the place that provides the public all your information. Having a website provides the necessary information intended to help people make the right—and easy choice. No other marketing tool (e.g., social media) aside from an SEO website effectively provides all of the reasons as to why people should buy from you.
Your brand and company name are yours. Also, the reason why anyone goes into business is that they want to be successful and make a profit. Unfortunately, there are nefarious characters who wish to capitalize on your success. Therefore, owning a small business website ensures that you—and no one else—is interacting with your customers. In other words, by holding the URL and having a site, there is no confusion to the public as to the products or services you offer. In other words, no one can impersonate you. And, owning a website allows you the chance to control all aspects of your brand, positioning, and messaging.
If your business is not searchable on the internet and does not rank on the first page, it’s much harder for you to sell your products or services. As you probably know, Google is the number one search engine on the planet. And it’s followed by YouTube, which is owned by Google. Search engines use crawlers, AI bots, to rank massive amounts of information so they can produce the best search results for users. So it’s vital toward the success of your business to have an internet presence. And the wisest way to create it is by having a website that is search engine optimized (SEO). Additionally, when you add new content, such as blog posts, you elevate your brand’s online presence in the search engine rankings.
If your small business website is integrated with your CRM system, you have a great way to measure site conversions. As a result, this information becomes a marketing success formula. Remember, your website serves as a tool to help you understand if your marketing is resonating with the public. So, if you are not where you want to be in converting prospects, it could be your sales prospecting, but it can also be the messaging. Having a website allows you to understand any gaps with measurable facts.
The thought of investing in a small business website should always be that creating a site is a wise business investment. When your group has a website, you have control over your brand. Also, your small business has a piece of “real estate” where you can direct prospect leads and customers. Even with the use of social media, which should serve as tools in service of driving people to your site, having a website allows people to understand the full picture of what you do. Finally, having a website enables you to test new ideas, develop current clients, and reach new audiences.
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