“2/3 of consumers will disregard a business if they can’t find them online”

In today’s digital world, every business – no matter how small or local – needs a website to its name.
In 2018, only 50% of small businesses claimed to have a website. This figure increased in 2021 to 71%.

Nevertheless, that is still 28% of small businesses without a website, despite the fact that 97% of consumers search for products and services online, according to figures.

If you’re a local or small business you’re probably saying “My business doesn’t need a website because it’s for local customers” or “I’m not looking to expand”.

We hear you. 41% of businesses without websites say their business ‘does not need a website’.

However, it doesn’t matter if you’re not wanting to grow or want to keep your business local, if a customer can’t find you online, ⅔ of the time they’re likely to disregard your business.

Don’t be in that 41%. If you’re still on the fence, here are five reasons why your small business needs a website now:

1) Shows that you exist

First and foremost, a website shows your customers that you actually exist.  

Your website is your business’s digital storefront. It’s the place customers will go to learn more about your services and products especially if your social pages don’t show enough information, or don’t answer their questions.

As a digital storefront, it also holds the first impression of your brand to your customers. The absence of one makes an impression – not a good one – and gives people room to question the legitimacy of your company.

 

Takeaway message: a website tells your customers that you exist and acts as a digital storefront; highlighting your products, services and everything in between.

2) Find customers

“97% of users search online to find a local business”

54% of those are making these searches at least once a month, and 12% are searching for a local business every day.

This should hopefully shine as a reflection of the potential customers you could be missing out on by not having a website for your brand.

Whether you are a local plumber, landscaper or accounting firm, having a website can dramatically increase your local SEO.

When customers search Google for local businesses, they are looking to compare companies and choose the ‘better’ option. You can influence this by increasing your online trustworthiness, customer reviews and whether you show up in the searches.

Following this, implementing good local SEO practices, and good SEO in general, can help new customers find your local business more easily.

Check out our blog on improving website SEO

 

Takeaway message: A website increase your local SEO and helps potential customers find your business easily in search results. 

3) More flexible than social platforms

“My business has a social media page, isn’t that enough?”

Short answer: no.

A collab study between Squarespace and YouGov found that “79% of Brits agree that a business with a website is more credible than one that only has a social media page.”

Relying solely on social media pages to bring in new customers doesn’t cut it, and you could be losing potential customers because of it. Businesses that only have a Facebook or Instagram page don’t insinuate professionalism. Anyone can make a business page on social media in minutes – and your customers know it – the extra mile to design a website shows seriousness about your business.

Furthermore, relying on social media comes with its own risks. For example, if certain platforms were to go down, change their policies on business etc, your business become invisible. For services that offer critical/urgent services, e.g. plumber, or electrician, the lack of visibility could cost you potential customers and revenue.

On the contrary, a website will always remain up and running (unless the internet crashes). It also allows you free reign to design it exactly how you want it to look, without the branding of Facebook or Instagram stamped on it.

A website also acts as a central hub for all your communications and contact info. If your customers have to travel across different pages and platforms to find the details they need, they’re more likely to give up and choose somewhere else. So, make it as easy as possible for your customers to find you and get everything they need on one page.

Your website should be the trunk (main hub) and your social platforms should be the branches. 

Moreover, a website shows more than a social media page. Facebook and Instagram can become very competitive if utilised as the sole advertising platforms.  Whereas, a website can offer a potential customer undivided attention, rather than Facebook business competitors or on ads on customer newsfeeds.

 

Take away message: A social media page should support a business’s website, not replace it.

4) Build credibility

Having a website gives you full flexibility to design a digital brochure that reflects your brand’s image and values. You can control the information shown, the brand image you want to convey and a detailed list of your products/services.

It also allows you to highlight your expertise. It’s one thing to find your company on Google My Business or through word of mouth, but it doesn’t highlight whether you have the expertise, skills or even knowledge in that area.

Without a website, or with a poorly designed one, you run the risk of looking too new or too small to trust. In turn, customers may think you lack credibility and may be reluctant to choose your service or products. Results from the same YouGov study above found that Brits (59%) are more likely to repeat business with a well-designed or easy-to-use website, compared to one that isn’t.

One way a website can show credibility is through a blog. If you have a couple of articles dedicated to topics/FAQs within your niche that you can expertly answer, it shows your customers you know what you’re talking about.

For instance, if you are a financial advisor, having relevant, quality articles on your website such as; “2022 budgeting tips” or “7 ways to invest in 2022” can build your business’s online authority and expertise, and as a result, increase the likeliness of conversions.

Another way is through testimonials. Gone are the days when people are using YellowPages to browse for companies anymore. The internet is the new directory to search for relevant products and services. People are taking a contactless approach by using online reviews and recommendations to persuade their purchasing decisions.

93% of customers say online reviews have an impact on their purchase decision, and 80% said they found reviews for local businesses as helpful as product reviews on sites like Amazon.

 

Takeaway message: Welcome your customers with a professional-quality website that converts your potential customers into returning customers.

5) Gain a competitive advantage

On top of your products and services, a website can be used as a portfolio for your testimonials and customer reviews.

Customers want to be informed about their purchasing decisions before following through with a purchase.

A personalised and branded website will differentiate your business from your competitors, gain you a competitive advantage and increase the level of the playing field.

Without a website, you run the risk of being outranked by your competitors as their business can show up in the search results and attract your potential, or even regular, customers.

 

Takeaway message: A website can provide you with competitive advantage in the niche you’re targeting, enabling you to be more digitally visible and more likely to be selected.

6) Get more customers and grow your business

A website is an important step in the customer journey. Once potential customers have explored your social media pages, they’re more inclined to go check out your website to find out more information.

Essentially, you can use the website as a means for free advertising. By creating pages that inform your customers what you provide or explain the common problems you regularly run into and solve, combined with good SEO practice, new customers can come across your business. This even applies from a local approach, as the more quality information and relevancy on your company website, the more likely your company is to rank high in a list of “near me” services.

It’s no doubt that the pandemic has changed the way businesses work. Customers prefer a contactless approach in the benefit of their own home than calling up or visiting in person. As a response, a lot of companies have adapted to the new reality to not lose out on customers and keep their business afloat. Obviously, not all services can provide this. However, adding customer processes on a company website such as; appointment booking and enquiry forms, gives new customers the freedom to choose how to interact with your business rather than a linear pathway of in-person or telephone.

Oberlo found that more than half (51%) of small businesses say that their interactions with clients have increased since going online.

 

Takeaway message: A website allows you to target new customers and grow your business with easier online processes in response to the recent pandemic.

Bonus reason: 24/7 access

An extra reason why your small or local business needs a website is the 24-hour access to information it delivers to your customers.

Whilst your business doors and hours are closed, customers may conduct an out-of-hours Google search. Consequently, a few good reviews or a specific FAQ might encourage their purchasing decision.

Your website works as a fish net that you leave out, passively waiting for the next catch whilst you’re away.

Key Takeaways

To summarise, every business no matter how small needs a website and the consequences of not having one could be costing you more than you think.

A website is your digital brochure allowing you to showcase to your potential customers that you are a real business that takes its customers seriously. This, in turn, can generate more leads to your business and gain you a real competitive advantage in your chosen niche.

Setting up a domain and website can be quick and easy to do. Once up and running, an optimised, professional and fully-functional website will do the rest of the work for you.