In today's era, one might assume that creating a website should be the top priority for any entrepreneur starting a new company. A website not only lends credibility to your business but also signals your readiness to engage in commerce. It's a guaranteed way to boost sales and is far more cost-effective than renting a physical retail space or investing in advertisements. Without a website, how would potential customers even become aware of your existence?
Surprisingly, many entrepreneurs still launch their businesses without websites. According to a survey conducted by Google and Ipsos in 2013, only 45 percent of small businesses in the United States had a website [source: Tsukayama and Halzack]. While this statistic may be shocking, it's somewhat understandable. The prospect of building a website can seem daunting, even with the abundance of online resources available. Small business owners often wear multiple hats, such as accountant, receptionist, buyer, and salesperson, and adding "webmaster" to that list might appear more trouble than it's worth. What if maintaining the website consumes too much time and causes the business to suffer?
We're here to alleviate your concerns. None of these worries are as frightening as the prospect of your business failing because you didn't embrace the digital age. It's the 21st century, and ignoring the internet can be perilous. In this article, we will provide you with ten reasons why building a website is crucial:
1. It's Not 1950
In the past, marketing a small business was laborious and time-consuming. You had to put in a lot of legwork and spend money on advertising to make people aware of your presence in the community. It required determination. Today, online marketing makes this task much easier. Why not let a website do some of the heavy lifting for you?
You might manage without a website for a while, but eventually, you'll fall behind. Relying solely on a physical presence is no longer a sustainable mode of operation, as it restricts your audience and excludes many potential customers. Most of the world won't even know you exist without a website. People who attempt to find information about your business online but fail may assume you lack credibility and turn to your competitors. Admitting to a potential customer that you don't have a website could instantly disqualify you from making a sale.
2. It's Easy and Affordable
Even for those comfortable with technology, the idea of creating a website can be daunting. Hiring a designer can be expensive, but what if you lack design or coding skills? How do you ensure that the website accurately reflects your business's image? What if it doesn't function properly or isn't user-friendly? What if it looks outdated and scares away potential customers?
These concerns are valid, but they are manageable. Today, there are numerous do-it-yourself options available for budget-conscious small business owners. No technical or coding knowledge is required—simply drag and drop text and images into a template, and you could be done in half an hour. Even a basic website is probably the most cost-effective marketing tool you can invest in.
3. It Will Boost Sales
This should be obvious, but we'll say it anyway: having a website will not decrease your sales. In fact, it's a solid bet that a website will expand your business. Even if you invest in a designer and exceed your budget, you'll likely see a significant return on your website investment.
You don't necessarily need to establish an online store. Simply provide as much useful information as possible. Personal information written in your own words can establish a connection that may not be possible when a customer visits your physical store on a busy day. The more information you offer, the more confident potential customers will feel about making a purchase. An online store offers additional buying options, allowing customers to make a purchase whenever they desire, potentially leading to more sales.
4. It Will Help You Reach a Larger Audience
This is self-evident. If you're running a traditional brick-and-mortar business, your audience is limited to people who know your store's location. They may have discovered you through driving by, cold calls, advertisements, Yellow Pages listings, or street signs. However, this customer base is restricted to those within a relatively small geographic area. If you lack a physical storefront, your audience is even smaller.
When you introduce your website, your audience instantly expands to include everyone on the internet, which means billions of people. While most of them may never find you or need your services, the potential is there. And the cost of achieving this remarkable result is minimal—a half-hour of your time and a modest investment (we're simplifying here, but you get the idea). That's a remarkable return on investment.
5. It's Always Open
Unless you run a convenience store, your business probably doesn't operate around the clock, but your website does! A completely offline business misses out on potential customers who cannot shop during regular store hours. Being online allows you to reach them 24/7.
Many people don't enter a store with the intention of making a purchase immediately. They might be browsing or want to physically inspect a product before deciding. They may compare prices online before making a purchase decision. With a website, you can capture these potential customers after they've left your store. If they desire your product, they might visit your site and make a purchase, even at 2 a.m.
6. Your Customers Will Appreciate It
Your website doesn't need to be elaborate to be effective. At the very least, providing your address, store hours, and directions will simplify the lives of potential customers. Without a website, they would have to call you to obtain this information, which some may not bother to do.
Having a website also offers an unexpected benefit: it saves time. Business owners without websites often spend a significant amount of time answering phone calls from people with questions that could easily be addressed on a website. Thus, a website benefits both your customers, who can access information conveniently, and you, as it frees you to focus on running your business rather than fielding phone calls.
Nonetheless, it's important to include a phone number on your website. Customers may not use it, but knowing they can reach a real person by phone can be reassuring.
7. It Can Showcase Testimonials
A website is an effective way to connect with customers, letting them know who you are, what your values are, and how you can assist them. Customer reviews, in particular, add a personal touch and remind customers that real people run the business.
While having an online presence exposes you to potential negative reviews on platforms like Yelp, Angie's List, and Google Reviews, featuring positive customer testimonials on your website, complete with pictures if possible, can counteract any negative feedback. While being online has its risks, the benefits usually outweigh the drawbacks.
8. It Will Make Your Life Easier
Once your website is up and running, your business should become more efficient. Communicating with your customers becomes easier as you can automatically send emails to those who provide their addresses on your site. Customers can reach out to you at any time through the contact form on your site, and you can respond when it's convenient for you. Rather than restocking shelves manually, you can simply take pictures and add products to your online inventory with a few clicks, which is particularly beneficial for those selling heavy or bulky items. Automatic inventory updates save you time and provide peace of mind.
9. It Will Help You Generate Leads
While even a basic website can have several advantages, there may come a time when a more advanced website is necessary. While it's great to have customers making purchases on your site, it's return customers who will sustain your business in the long run. Building relationships and turning visitors into loyal customers is crucial. Generating an email list is a first step, and from there, you can explore newsletters, blog subscriptions, videos, or any other method to keep customers connected and returning.
If people visit your site but aren't making purchases or leaving their contact information, you can use analytics, as we'll discuss next, to understand why and how to address the issue.
10. It Will Help You Understand Your Audience
You can operate your website on various levels, from a basic contact information and FAQ page to a full-fledged e-commerce site. Your website can also serve as a valuable source of market and customer information. Even with minimal research, you can learn a lot about your online audience. Starting with a tool like Google Analytics, you can see metrics such as conversion rates, time spent on your site, and the number of sign-ups for email lists and newsletters. If you're willing to invest in more advanced analytics services, you can gain deeper insights and fine-tune your website based on customer analysis, taking your business to the next level.