No matter what industry you’re in, all small businesses need a well-designed, strategy-driven website to compete in today’s market. Here are five reasons why a small business needs a strategic website.
A great website is like a great business card. A thick, eye-pleasing business card and a firm handshake are the mark of a true professional in a face-to-face meeting. A strategic, optimized, visually appealing, user-friendly website gives your company that same credibility online.
If you receive a flimsy business card printed on computer paper, you’re going to assume that the product or service being offered is of similar low quality; the same is true for websites. If your website isn’t eye-pleasing, easy to use, or doesn’t exist, people are going to assume that you don’t offer high-quality products or services.
In a way, your website is a digital salesman capable of talking about your company 24 hours a day, seven days a week. This is important because according to retailers, most customers—82%—conduct research online before making a purchase.
A website allows potential customers to quickly discover what your company is all about. This is an important point because consumers typically make purchases based on the emotional response they experience from the company’s branding. Having a strong online presence gives you more ways to tell your story and display your products and services. It also allows you to display your company’s culture through blogs, testimonials, videos, and visual samples of your work.
This content can serve as a buffer to pre-qualify potential customers. This means your phone calls and face-to-face meetings are more about understanding your prospect’s needs and less about selling the benefits and features of your product or service.
With more than a billion websites on the internet, a non-optimized website can easily get lost. That’s where search engine optimization (SEO) comes in. SEO is the process of optimizing your website so that when people search for a product or service, the search engine can easily find your business.
SEO is important for your business because more people than ever are searching for things online. Imagine you’re looking for a marketing agency near Lafayette, Indiana. You’d probably Google “marketing agency Lafayette, Indiana.” On the first page of the search results, you’d see the marketing agencies that best identify with this search. That said, these businesses aren’t on the first page because they got lucky; they’re on the first page because they developed their website with this key phrase in mind.
By strategically using SEO, your business can appear on the first page of relevant Google searches. Why does this matter? Well, according to SmartInsights, the first page of search results gets more than 75% of the clicks. In other words, if you’re not on the first page of results or if you don’t have a strategically developed website, you’re missing out on a ton of business!
Like we said before, 82% of people conduct online research before making a purchasing decision. This research includes looking at and comparing product and service reviews, testimonials, and educational resources. We also mentioned that 75% of clicks go to websites that appear on the first page of a Google search.
What does this mean for you? It means that you can beat your competitors by developing or upgrading to a strategically developed website that:
a) Provides answers to your ideal customers’ questions about your products or services.
b) Appears on the first page of search results.
If you want to stay competitive as a small business, you must have a strategic website. Fifty-one percent of purchases are now being made online, and failing to make strategic web development a priority gives your customers reason to give their business to your competitors.
Having a website instantly boosts your company’s identity. However, having a great, strategic website can take your company to the next level. When you think about how many people are online, remember these five reasons why a small business needs a strategic website.
Treefrog Marketing is a Lafayette, Indiana marketing and advertising agency that focuses on small business. Treefrog specializes in strategic marketing, graphic design, web design, social media, SEO, and more. For more information, please visit the agency’s website. You can also connect with Treefrog on Twitter, Facebook, LinkedIn, Google+ and Instagram.