Your Website Matters

Today we live in the era of the Internet, the most powerful, most accessible, dynamic communication system created to date (don’t blink!). Most of us turn immediately to the proverbial “web” for answers to the simplest questions, to find products and services or to research something (or someone).

For most businesses, a website is one of the most important investments you can make. Why? Because it's the virtual storefront where people will go to either self-select in or out in taking the next step with you. It's where they will go to "learn more" about whether you are the right solution for them and if what you offer and who you are is a good fit for them.

I once had an interesting conversation with Linda McMahon, former CEO of the WWE and current Administrator of the Small Business Administration. She was sharing a story about a time when she was on the phone with the WWE event director. He was reporting on the event merchandise sales for a particular event. Previously, when reporting he would share what remaining inventory he had. On this particular day he was excited to share he had sold out. Linda wasn't impressed. Her response to him went something like this, "How much more merchandise could you have sold had you had more inventory with you? You left money on the table." How does this example relate to your website? I would ask you the same question, "How many people are going to your website deciding whether or not to work with you or the very least, continue the conversation... that you DON'T know about?" That's why you need a killer website. Primarily for the people trolling whom you've not had the luxury of speaking to one-on-one. An impression is being left with your audience whether you optimize or not. I prefer to be in the optimized category.

In the years I have spent working with both corporate clients as well as entrepreneurs I have seen many overspend or under spend on their websites. Your website works 24/7 for you and is the best and most hardworking employee you could have. It is also the cheapest storefront because your website can sell products at any time. Potential customers are not restricted to business hours.

Bottom line is that a website is meant to support a traditional brick and mortar store, if you have one, or be a full-fledged e-commerce shop offering your customers what they need when they need it.

A solid website really matters to your business. Your website reflects you as a business owner and professional. Don’t do your business a disservice by putting up a shoddy website. Take care and invest wisely in your business website by hiring someone who knows what they are doing. If your website is engaging and thorough your potential clients will think you are a professional who has enough clients and enough income to have a visually appealing and easy to navigate but comprehensive website.

If potential clients visit your website and it looks half-baked and home-built that’s how they will perceive you. I preach repeatedly about how important the reality of perception is. Think about it, what websites have made you go WOW!? On the flip side, what websites have made you go, ARE YOU KIDDING ME!? I bet you can recall both!

Here are a few other vital things to think about when you are considering designing a website or up-leveling your existing one.

• Your website is the #1 go-to place when someone is looking for information about your business or better yet to make a purchase; a large majority, upwards of 80% of individuals, seek out a business online before contacting them to make a transaction.
• You need a place online that you own, where you control the information, the messaging and all aspects of your brand’s design.
• A website allows for a much more robust experience for visitors than most other social media platforms. This means that you can be more efficient at providing visitors the information that they are looking for, as well as the opportunity to create forms, opt-ins and downloads which adds even more value.
• A fully supported website provides metrics and measurements to you on the back end so that you know how well your digital strategy is working.

I did a little research and here are six other perspectives that discuss why your website is such an important factor to consider for your business and its brand status:

1. Why You Need a Website – Even if you’re not planning on selling online, a well-crafted site is essential for any business.
2. The Importance of a Website – You only get a few seconds to make a good first impression.
3. 5 Steps to Designing An Effective Business Website – A user’s first impressions of a website can determine whether he or she forms a favorable or unfavorable view of that organization,
4. Why Your Business Needs a Website – The internet is a fact of business life, so even small firms need a presence online to hook customers.
5. The Importance of Good Web Design and Its Impact on People and Profits –  With growing competition in every sector, users have more options online and are becoming less tolerant towards bad design and usability.
6. The Importance of a Website - Website Versus Social Media Pages – Without question social media is a powerful part of any modern marketing effort, even simple pages such as these add value — but they do not replace a website effort.

So, what do YOU think? Is your website up to par and speak to who you are and what you sell?

Having a website makes it very easy for people to find you and read up on you and/or your company. The great part about a website is that once you invest in it, you have it for as long as you are in business and it constantly is at work for you. What other advertising method can provide you that ROI? None, that I can think of.

It is difficult to imagine a reason for any company of any size not to have a website. For people a website best answers who, what, why, how and when the business can help them. For the business it is the best chance they have to fully and completely express who they are, how and why they are special and best able to provide the value people are looking for.