You might have thought that a website is an essential marketing tool for any business. But a recent survey conducted by Digital.com found that one in four small businesses do not have a website.
The reasons for not having a business website included “we don’t need one” and “our customers never go online. But, with 90% of American adults now having access to the internet, are statements like these still valid in the 21st century?
Of course, a website is not the only way to market a small business. A local pastry store, for example, will get a steady stream of customers from residents and passers-by. And a solid social media presence could potentially provide an alternative to a website. However, are the small businesses that have no website missing a trick? Here are ten reasons why every small business would benefit from having a website.
Is a Website Essential for a 21st Century Small Business?
Showcase Products and Services
You might not sell products or services online. But you can be sure that some customers check out your business on the web before they visit your store or make a sales inquiry. People looking for a restaurant, for example, will want to see a menu before they set out for lunch. And the customers of the pastry store mentioned above might want to see what is on offer before they visit.
If you have a business website, you can display a gallery of product photos to entice customers. A restaurant could have a menu with pictures of their mouth-watering meals, for example. Photographs of the interior of a bar might tempt more customers inside. And a hairdresser could showcase samples of their work.
Attract Online Browsers
The internet is replacing the shopping mall. Instead of spending an afternoon strolling around the stores, people are now doing their window shopping online. So, a website is essential to attract the ever-growing number of people who browse before they shop.
People value their time more than ever before. Shoppers don’t want to visit a business on the off chance of finding what they want. Instead, they will search online for a nearby business that will meet their needs, compare the options, and then visit the physical business premises if needed.
Highlight Reviews and Testimonials
Customer reviews and testimonials provide the social proof that the modern shopper looks for before purchasing a product. And, unlike an independent review site, you have complete control over what appears on your website. So, you can prominently display the best reviews of your business where every visitor will see them. You can also use a business website to showcase favorable press articles, links to mentions on influencer blogs and social media.
Encourage Customer Interaction
A business website opens another communication channel for customers and prospects. People can get in touch to ask questions about your products or services, for example. And, you can expand your customer service levels with frequently asked questions (FAQ) pages, product information, and tutorials and guides.
A website provides an opportunity to engage with customers and prospects in a way that wouldn’t otherwise be possible. You can communicate with thousands of people via a website. But you could never reach as many people with face-to-face communication or telephone conversations.
Build Business Credibility
Many consumers believe that a website makes a business appear more credible. Indeed, having a website provides the same credibility-boosting effect that having a professional business address once had. Owning a website also allows you to set up branded email addresses, which looks more professional than free email service.
Attract the Online Shoppers
Even if you do not sell products online, a website may attract online shoppers. Someone may set out with the intention of ordering online. But, if your products and website are appealing enough, online shoppers may decide to visit your store or business premises instead.
Make the Business Easier to Find
If you rely solely on passing trade, you will miss out on all those people whose route does not take past your premises. But, if you have a website, your site will appear online when users search for a business like yours “near me.”
You can help people locate your business by including a map and directions to your premises on your website. And setting up a Google My Business listing will get you a prominent listing on the world’s most visited search engine. So, even small local businesses can find new customers with a relatively straightforward website.
Provide a Platform for E-commerce
You might not want to expand into eCommerce right now. But, if you set up a business website now, that option will be open to you in the future.
Many people associate e-commerce with online stores, like Amazon. However, you don’t need to ship a physical product to make use of e-commerce. Almost all businesses can benefit from offering customers online services. A dentist, for example, could provide online appointment booking. A landscaping business could allow users to request quotations. A car dealership could offer test drive bookings. And any business selling physical products could move into eCommerce when they are ready.
Expand Your Reach
The internet has a global reach. Now, selling to consumers in other countries may not be feasible of any interest to you at all. But what about the people in the next town or county?
Local advertising has limited scope, both geographically and in terms of target markets. But a solid online presence crosses the boundaries that restrict local advertising. So, your business website could interest someone who lives miles away but is planning a visit to your locality, for example. Or your product could be so enticing that people will be willing to travel to make a purchase.
It’s Not as Expensive as You Thought
One of the reasons that small business owners resist setting up a website is the cost. But the price of web development is probably far lower than you might think, and maintaining a site does not require technical expertise. The hosting, domain registration and a secure sockets layer (SSL) certificate are the only recurring costs. What’s more, once you have a website, you have a platform for free marketing for the future.
Conclusion
So, to answer the question in the title, of course, a website is not essential for a 21st-century small business. However, a business without a website will be missing out on some significant opportunities. And, as internet usage continues to expand, companies that do not set up a website will find themselves at a distinct disadvantage.
