A business enterprise with a strong online presence is well-positioned to realize numerous benefits, including the generation of new leads and the resultant increase in sales revenue. For many businesses, the impact of an appealing, easy-to-navigate website cannot be overstated, and may even be the deciding factor between a thriving venture and a floundering one.
Conversely, neglecting to create any sort of meaningful online presence will put a business at a significant disadvantage compared to its rivals. If a business lacks the ability to advertise its products and services or communicate essential information about its operations, potential customers may become frustrated and look elsewhere. And in all likelihood, every one of your competitors already has its own website, so being a virtual ghost can only have a negative impact on your bottom line. After all, most potential customers in this day and age will visit a business’ website before making a purchase.
No need to despair, though - it isn’t too late to set up your business’ website and capture some of that lost market share. Listed below are some of the top reasons why your business absolutely needs to have its own website:
1. Builds Professional Credibility
When starting out with a new business endeavor, one of the first and most critical steps is to build credibility with your potential customer base. By creating a professional website for your business, you are announcing to the world that you are a legitimate, serious player in your industry. And since every business needs to differentiate itself from the competition, it is of paramount importance that your site makes a strong first impression - namely, with an attractive, informative, and intuitive interface that effortlessly draws in the potential consumer.
A company without a proper website is probably not going to be taken seriously by the average individual. In fact, more than 50% of people declared in one consumer survey that they would not trust a business which lacks a proper website, while 75% of consumers in another study confessed that they typically judge a company’s merits based on the aesthetics and design of its website.
Furthermore, many people are wary of questionable business practices and outright scams on the internet, so having a well-designed, up-to-date website that looks the part of a reputable, certified operation will go a long way toward reassuring them of its legitimacy.
2. Offers Certain Advantages Over Social Media
Having a presence on Instagram, Facebook, TikTok, Snapchat, or YouTube, while necessary, is not a substitute for an official website. Because there is no barrier to entry for creating a business page on social media and little room for customization, the end result is often bare bones and amateurish, which only serves to erode consumer trust.
Also, social media platforms are algorithm-driven, which leaves entrepreneurs at their mercy for page traffic. And any content created on social media does not actually belong to the business owners themselves, putting them in a vulnerable position if those pages were ever to be deleted.
None of these concerns apply to company websites, which underscores their value alongside social media in the modern day business plan.
3. Creates a Distinct Brand Identity
Successful businesses understand the importance of creating and marketing an alluring brand that will attract potential customers. And an official company website is the perfect medium to showcase that brand and build a relationship with your site visitors.
Ideally, a savvy businessperson will have crafted a memorable brand identity on social media in tandem with an official website. This strategy leverages the company’s social media presence on the aforementioned platforms to generate buzz about its brand while also playing an invaluable role in directing traffic to the official website.
Once on the site, the prospective buyer can make purchases and learn more about your products and services, directly from the source. And if your vision and ethos resonate with enough customers, your business will develop strong brand loyalty and a repeat customer base.
4. Controls the Narrative
This is unquestionably one of the main advantages of having a business website. Namely, a professional site enables merchants to have complete control over their content, giving them the freedom to cultivate their desired narrative about who they are and what their brand represents.
This is especially important for countering the misinformation and negativity which plague crowd-sourced review aggregators like Yelp and Google. Since there are countless ways for people to stumble upon your site, it should clearly and effectively convey everything they might want to know about your business, including what you sell, where you’re located, and how to contact you.
It is also important to make sure that your content is relevant and updated regularly. If your site visitors cannot find the information they are seeking, they will quickly move on and peruse your competitors’ sites instead.
Remember, your business’ website is the only place on the internet that you can completely control, so it is essential that you take advantage of that option. Your website shapes the online perception of your business more than any other avenue, including social media. If done properly, you will find yourself in an optimal market position to reach your target demographic.
5. Allows for Cost-Effective Marketing
Websites are one of the most cost-effective tools for marketing one’s business, as they are relatively inexpensive to set up and maintain. This is especially valuable for small businesses with relatively limited resources who are trying to reach the broadest audience possible.
To maximize a website’s marketing potential, it is crucial for business owners to employ two strategies: search engine optimization and quality content creation.
Search engine optimization (SEO) is a process which amplifies your site’s visibility in search engine results whenever people inquire about products or services offered by your business. This in turn enhances your business’ ability to attract prospective and existing customers.
Content creation is also key, especially if it is relevant, informative, and updated regularly. Quality website content helps maintain customer interest in your brand, influences buying decisions, and instills a personalized touch to your site.
By utilizing keyword research tools, a business owner can determine which words and phrases are generating the most traffic on search engines, then create content which includes that wording. And websites make it easy to track your results so that you can optimize your efforts and measure your success.
6. Generates Leads
A professional business website is one of the most effective ways to generate leads and attract new customers. Unlike the traditional, pre-internet means of advertising, a website markets your business 24/7/365, ensuring that the content on your page is seen by people long after it was created. And a business website that is customized for search engine optimization (SEO) can help you generate quality leads.
Once people find your official site and become interested in your products and services, a well-designed interface will allow them to intuitively navigate to other sections, gather the information they need, and complete purchases if desired. This effortless experience, combined with a design that is geared toward generating leads and sales, can help maximize the return on investment (ROI) of your brand.
Any business venture with an aspirational mindset needs to invest in a professionally designed website. Without it, the business will be unable to properly market itself or realize its full revenue potential.
Websites can help showcase your expertise and better position your business for success. They enable you to build relationships, increase brand awareness, and promote your products and services. In fact, they are probably the most important tool for standing out in a crowd.
Ultimately, the relatively small expense of building a professional looking website is more than justified by the positive return on investment (ROI). Working with an experienced web design agency will insure that your web design is properly suitable for the competitive world of digital marketing.