Are Websites Obsolete?
Websites are Obsolete, Right?
Maybe you’ve heard all the jazz...“Nobody searches on websites anymore” or, “websites are old school” perhaps, “websites are no longer the way to market” and “websites are nothing more than an electronic brochure.”
At one time, a quick click allowed potential customers to explore web pages with no distractions or filters. Now, it has become a chore to find the website offering, no matter how beautiful the website is. How can your website impact your potential customers if they are trapped in a labyrinth? Searching for and finding results easily is no longer the norm. Moreover, your Search Engine Result Page (SERP) may find your website below the fold, or perhaps not even ranked on the first page.
As Google has begun to develop revenue-generating relationships with ancillary companies, you may find that your decision making as a searcher and purchaser has become increasingly constricted. Has it come down to having to pay to play? How much do you value your presence on Google? How effective are your current webpages. Over a few business cycles, Google has changed from the supporter of local entrepreneurs for “free,” to a spirited challenger of those same companies. This business model is ever evolving as Google wrests control over the accessibility of your website to flourish in the vision of glory and success in which it was conceived, to today’s reality of Google working towards controlling the domain.
The Google SERP system now generates: lists, contact information, hours, directions, and other details; but, it now fails in most cases, to include a link to the company’s online presence. If you have a website, you may grin and bear it when you see paid ads for other businesses border your listing. “People Also Search For” lists are endured. There is, unfortunately, more that threatens the bottom line. Intermediaries such as: shopping or delivery services are given paid preference by Google for purchasing products or services from your business, but exacting their commission or percentage of the sale. Google inserts itself as a paid lead generator between consumers and businesses. Your company can simply become a conduit that channels many interested parties away from you and directly to Google.
Many smaller companies shrug and figure that their basic products or services are listed on their website, all the while they hope that customers will come via a physical visit or phone call. Many websites are left to languish because no one visits them anymore. Spending time and money on a small business website given all of the above seems like a waste. However, small businesses that do develop and maintain a high-quality website can see rewards. And, larger companies with a web presence can enhance its’ effectiveness too.
In spite of the challenges, we say, take the plunge.
How can this be the case in such a heavily structured environment? Businesses that rank higher organically also find themselves situated beneficially on local pack rankings. One study revealed that firms that had page 1 organic rankings showed a 75 percent correlation on the local business listing referred to as the 3-pack.
In actuality, developing a robust website is one of the last opportunities you have to rank high enough to make a positive impact on today’s version of the SERP. An integrated effort starts with technical basics and ease of use. Relevant content, updated regularly, on-site optimization, and a publicity strategy are essential. Always research and respond to what your customers want and need, and then engage and remind them with well-written and fresh content that your offerings meet their needs and desires. It also means interconnecting social media platforms with websites that leverage the authentic connections local businesses have with each other, with the community at large, and with individual customers. Event sponsorships, B2B cross-promotions, videos, newsletters, blogs and more all give your business a genuine voice of topical and domain authority in your region. Be a good neighbor in your neighborhood.
Take control of your small business’s identity and your brand through a well thought out website integrated with aggressive social media strategies. High-quality, authoritative content is a strong indicator that your organic ranking is on the rise. You’re not powerless. The time and the effort invested in developing a standout website will earn its reward. You can be the differentiator in your market.
I’m Harvey Turner. Let’s connect.