3 Reasons Why Not Having a Business Website Hurts Your Business!
This post was originally published on PixoLabo
Why Not Having a Business Website Makes No Sense!
Sit down, folks, and hang on to your seat. I have an alarming bit of news. According to a survey, in 2019, 40% of small businesses did not have a website! And only 29% of small businesses indicate they will start using a website in 2020! Let me make this clear. If your company has no business website, you might as well close the shop! Not having a business website will work against your business objectives! And this is not just my opinion.
A survey found that in 2019, 40% of small businesses did not have a website. HR Dive
Every Business (Including Yours!) Needs a Business Website
I don't care what kind of business you have, or what product or service you provide. Someone is searching on Google or Bing right now for exactly what you offer. And guess what? Because you have no business website, there is no chance in hell that they will find you. Get it?
Having no business website is the digital equivalent of never opening your store or restaurant. If you don't open, you get no customers. If you get no customers, you get no money. If you get no cash, you go broke. And if you go broke, your business closes. Am I getting through to you yet, or should I type slower?
29% of Small Businesses Say They Will Start Using a Website in 2020, Revealing How Many Businesses Have Yet to Maximize Their Online Presence. PR Newswire
Repeat after me: not having a business website makes no sense! I talk with small business owners every day. And I am always impressed by how passionate they are about their small business. And how hard they work to build, maintain, and run it. And it almost physically hurts me that many of them don't understand how badly not having a business website hurts their efforts. It is almost as if they have a mental block when it comes to having a business website. So let me start by outlining some reasons for how any business can benefit from a business website.
3 Reasons Why Not Having a Business Website Hurts You!
If you think that you only need a business website to attract new leads, you are missing the bigger picture. By not having a business website, you miss out on many other valuable opportunities. Let me explain why having a business website is essential for any business. And just so you can skip ahead if you like, lead generation is a reason for having a website, but not the most important! Here are my top 3 reasons why any business needs a website.
1 - A Business Website Establishes Your Identity
A business website is essential if you want to create a reliable and reputable business identity. Not only does it establish your business as an authority in its niche, but it also creates a public character to which consumers can connect.
Not having a business website leaves potential customers in the dark regarding who you are, and where to find you. You worked hard to establish your brand. Why on earth would you not want to show it off?
Are You a Legit Business?
There is another reason why not having a business website is not beneficial for your business. Yes, maybe people know about you already. Perhaps a friend told them about your awesome lunch specials, or a neighbor recommended your freshly baked cupcakes or the variety of toys for kids you carry. Excellent, good for you! But many potential customers want to check your business out online as well. By not having a business website, you raise a red flag. Are you a legit business?
Think that never happens? I had people check our website on their smartphone while they talked to me. One of our clients, Portfolio Communications, told me their new website gives them the credibility they need to attract new business. So unless you have something to hide, which means you should not be in business in the first place, you need a business website.
2 - A Business Website Creates Perceived Value
My next reason why not having a business website sucks is the value a business website creates for consumers. Let me ask you this: "Did you Google something today?" If you are like most of us, you did. And what came up in the search results? You got it, a bunch of websites. And many of those are most likely business websites telling potential customers all about the great stuff the business does and offers.
According to a recent study, 71% of all consumers look up a business online before they visit a brick and mortar business location. By having no business website, I guess you don't want that extra 71% of potential customers. Well, to each his own! Good luck with that approach.
You Are Turning Potential Consumers Away!
By not having a business website, you turn customers away before they get to your business! Most consumers prefer to deal with a company that has an effective and established online presence. It sets you up as a trusted resource for your clients' needs. Having no business website leaves them wondering if you are for real, or if you are a shady business.
And guess what? If you make your customers wonder, you tend to also make them wander on to your competitor. I hope your competitors at least thank you for sending them all that extra business!
You heard about content marketing by now, correct? Having a business website allows you to create content that gets shared. And that will enable you to put your business in front of a broader audience. Not having a business website pretty much prevents you from creating much effective content.
Social media alone simply does not have that reach. A helpful business website is the hub of your online marketing presence. Everything that you do online connects to your site. If you don't have one, you are missing out, plain and simple!
3 - A Business Website Generates Leads
This is the part you have been waiting for, isn't it? Here it is! Not having a business website eliminates your primary source of inbound marketing leads. Zip! Nada! Not going to happen! I recently had someone tell me: I don't need a website; I get all my business through email.
Well, where the hell do you think these emails originate? An engaging and effective business website generates more inbound leads and sales than an entire sales team! And there are a few more benefits: a business website doesn't take time off, call in sick, go on vacation, or hang out at the water cooler gossiping. No, a business website is out there working for you and your business 24/7!
How Will Consumers Learn About Your Awesome Business?
And if you have no business website, how will you tell your customers about your business? How will they learn about your unique value proposition, the difference you make for your customers, or what your hours are? And anything else that may make them decide on your brand instead of your competitors.
We built a cool Parallax site for a small local restaurant in Seattle. Manu's Bodega doesn't need a lot more business; they are pretty busy already. But their new website has a slick feature, the ability to order and pay for your lunch online. Only got 30 minutes for lunch? Order and pay from your office and bypass the line when you get there. Do you want to bet consumers will love that feature? But you can't offer this convenience if you don’t have a business website.
What to Do if You Don’t Have a Business Website
Now you know the reasons why not having a business website can hurt your business. I recommend that you get a business website as soon as possible. After all, you don't want to miss out on all these valuable opportunities, do you? Unless your business is just a money-laundering operation, of course.
I understand that getting a business website is daunting for business owners with no business websites. You want to avoid bad web design agencies and get the most out of your web designer. And there are several things to consider before you develop your new business website.
Your Business Website Equals a Business Investment
You need to treat a business website as a significant business investment. You chose your store or restaurant location on purpose. You planned your inventory, store layout, and restaurant menu carefully. And you made sure that everything was top-notch and would help your business succeed.
Unfortunately, many business owners do not give the same consideration and importance to their business website. As a result, many small businesses end up with a questionable business website at best and a completely useless one at worst. You get what you pay for, folks!
Here are some fundamental website budget considerations for you. Please keep in mind that your unique situation or business may require a different solution. You definitely should consult with a digital creative to help guide you through the process.
Very Basic Website Budgets
Less than $ 1,000.00
You get a simple website with minimal if any, custom design, no strategic input, and no support or related services. Better than having no business website, but only barely. Folks, this kind of website is not going to work in the long run, trust me!
Development platform: Wix or Weebly
$ 2,000.00 - $ 3,000.00
You can now expect some strategic insight, as well as input on information architecture and content strategy. At the higher end, you can expect more custom designs. This amount would be a better starting point for a professional service provider or small business.
Development platform: Squarespace or WordPress
$ 3,000.00 - $ 6,000.00
This amount is the budget most small business owners need to expect. You can expect comprehensive input on the design and functionality of your business website. At this level, your site will support your business goals and social integration.
Development platform: WordPress
$ 6,000.00 - $ 10,000.00
This amount includes e-commerce functionality, payment gateway integration, custom forms, extensive strategy and content consultation, and custom design features.
Development Platform: Shopify, Magento or WordPress
$ 10,000.00 +
You can expect a lot at that range. This cost covers content creation, product or location photography, keyword research and on-page, on-site, and local SEO, and full social media integration.
Development Platform: Drupal, Magento, Shopify or WordPress
If you need help building a business website or e-commerce store, I am here to help.
Gregor is Co-Founder and CXO of PixoLabo, a multilingual WordPress web design studio based in Japan, and has over 25 years of experience in web, UX and information design. Gregor consults and mentors startups in Asia and the US, and is an adjunct professor of design and user experience, as well as a foreign language editor at the Tohoku University School of Medicine. He lives with his wife, an award-winning Japanese designer, and photographer, in Sendai, Japan. When he is not working, he enjoys writing, traveling, gardening, and sampling new street food. You can connect with Gregor on LinkedIn or Twitter