There are a dozen reasons why every business needs a website, especially one that is up to date. Also, only having a website is not enough, companies need to update their business websites regularly. However, many small businesses are still on the fence about investing in building a new, modern website.
First of all, you need to be where your customers are, and your customers are online. Local Consumer Review Survey by BrightLocal shows us that 86 percent of consumers use the internet to find a local business.
So, rest assured, investing in an updated website is worth it, even if your business is strictly local. Here are six reasons to update your existing site today.
To be competitive
It’s likely most of your competition already has an established online presence. This means they have a current website and an active presence on suitable social platforms.
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If you stop and think about it, when your business website is old (or you don’t have one at all), it probably raises some red flags in the eyes of current and potential customers.
Does your business simply not care enough to build a website? Are you so short on cash you cannot afford one? These are things you don’t want consumers thinking about your business. Your website should be a reflection of your brand and help you attract the right customers.
It’s also good to note that with the plethora of choices customers have today, they tend to be impatient. This means that you lose a large portion of potential revenue to your competition if you don’t have a decent digital presence.
A website doesn’t have to break the bank; it’s one of the most affordable online marketing tactics available to small businesses and the rewards are abundant. Make sure to optimize for mobile too.
To establish credibility
It’s a fact: your customers expect that you have a website. Over half of all consumers hope for businesses to provide online content about their business on some form of digital property and most head right to the brand’s website for more information about products.
There are also customers who decide to visit a brick and mortar store due to the online experience. Potential customers use their tablets and smartphones to help guide them where to go and what to purchase. If you still don’t have a site, or your site is outdated, the digital-savvy customers of today will go somewhere else without hesitation.
Keep in mind that the majority of people trust online reviews as much as they trust personal recommendations. Include customer testimonials on your site to enthrall potential buyers.
Use clear and concise verbiage and powerful images to make your site, and therefore your business, memorable. Remember that having a website is the key to establishing social proof.
To leverage a powerful marketing channel
Traditional marketing methods such as TV, flyers print, radio, billboards, etc. are exercised by the bigger brands such as Adidas and Coca Cola. However, they aren’t the best fit for smaller businesses. The biggest reason is because of the cost associated with running campaigns of such magnitude.
Some other drawbacks of traditional marketing include lower engagement rate and limited customization. It’s also more intrusive and results are difficult to measure.
Digital marketing is a better way to market your business. It’s extremely cost-effective, allows for higher engagement, is non-intrusive, offers a potential for significant ROI and allows for personalization. Make sure you are familiar with the ways to leverage personalization, it will take your business far.
At the heart of every digital marketing strategy is a fast, functioning and well-maintained website. Think about your site – it’s the digital “home” of your small business and the one place online where you are fully in control of the messages you send.
So, use your site wisely. It doesn’t matter how active you are on social, there is not a single thing that can replace the power of your business website.
To showcase your products and services
More and more consumers turn to Google to research products and services before they actually go out to shop. E-commerce spending is increasing each year.
In the US, consumers spent more than $453 billion on the web for retail purchases in 2017, an increase from more than $390 billion in 2016. This makes your business website the perfect place to showcase your products and/or outline your services in full details with clear images.
It’s clear that people are becoming more inclined to make purchases online. So, remember that the appearance of your small business website is a direct reflection of your business and its offerings. Use your site to position your company as a leader in your industry and as one that sells products your customers have to have.
To collect feedback and data
It’s difficult to collect feedback for improvement or get consumer data such as email addresses for lead generation when you’re offline or have an outdated site.
Strive to get people to type in their email addresses or answer a brief survey when they arrive on your landing page in exchange for a useful, free resource such as a newsletter or discount off their first purchase.
Once you have your customer’s email address, you can embark on a great marketing technique – email marketing.
To improve search ranking results
A big reason to update your website consistently is so customers can find you on the web. Search engines perform regular updates and they make it a priority to list the pages that are relevant and new.
If you fail to update your website, it will fall down in the search engine rankings making potential customers not find your site at all, or if they do, they may believe it’s no longer relevant.
Running a website is an ongoing job. Use your small business website to stay competitive and establish credibility in your brand, products, and reputation.
If you think about it, you’ll realize that your website is a great opportunity – and possibly your only opportunity – to wow your customers and showcase your products and services.
Think of your website as a handshake: it’s a way people instantly access you and your business, so make sure you make a lasting impression.