Why You Might Need a Website
Many small businesses rely solely on social media platforms like Facebook, Instagram, or TikTok to reach customers. While these tools are valuable, they can’t replace the benefits of having a well-designed website. Here are some points business owners should consider when establishing a strategy for their business's online presence.
My Suggested Strategy
Most small businesses continually strive to attract new customers and differentiate themselves from their competition, possibly by providing a better customer experience. A small business with an online presence that includes a website and social media activity has a significant advantage over a business relying solely on social media. I think most small business owners would agree with me.
So, why do some small businesses not have a website? Price? Complexity? Time consuming? Difficult? All of the above? Well, that’s where I come in. I aim to help small businesses create budget-friendly websites that are easy to build, professional-looking, and provide a better experience for potential customers.
Social Media Platforms do NOT Reach all Potential Customers
If you rely on one (or a few) social media platforms to promote your business, you will not reach all potential customers - not even close.
- Many potential customers may not use the same social media platform(s) that you do. There are so many social media platforms available! It would be very challenging for a small business to cover them all.
- Many potential customers may not review their social media feeds frequently.
- Many potential customers may not see your content due to Algorithm Bias.
- Many potential customers may not use social media platforms at all!
Basic Business Information
When potential customers learn of your business, they should be able to view its basic information easily. This information should not be buried on social media feeds.
- Your business name and branding
- Your products/services
- Your location
- Your business hours
- Your contact information
- Your business story (why they should do business with you instead of your competitors)
Internet Search Engines
Internet search engines are still king. Potential customers who shop for a new product or service will likely perform an internet search with their favorite search engine. These potential customers expect to find pertinent, relevant, and concise information easily and quickly.
Two common types of searches are:
- Potential customers learn about your business or product/service - maybe from a friend or other source - and they perform an internet search based on your business name or product/service.
- Potential customers perform a “near me” type search (e.g., “bakeries near me”).
Either way, potential customers may be discouraged if the search results send them to a social media site or a general directory such as Yelp, Tripadvisor, or a Yellow Pages-type site - especially if they are unfamiliar with that social media platform or directory. It would be much better if they could easily find your business website.
Google Business Profile Integration
A well-configured Google Business Profile and a well-designed website work together to provide many benefits for a small business! Many features of Google Business work better with a website than a social media site. A business solely relying on social media platforms (and no business website) is disadvantaged.
Credibility
A well-designed website signals potential customers that your business is legitimate and trustworthy. If a business does not have a website, some potential customers may be suspicious of your business’s legitimacy.
Branding
When a small business relies solely on social media platforms, it is limited to the look and feel of those platforms (e.g., colors, layout, fonts, etc.). With a website, the business owner has total control. Branding is critical for a small business when building a customer base.