Businesses Without A Website Lose Market Share
In today’s world, websites are a key factor in the success and longevity of doing business. If your company does not have a website, you are operating at a severe disadvantage.
Recent research has shown that as many as 51% of small businesses do not have a website (Profitworks, 2020). This number helps to explain why more than 50 percent of small enterprises fail in the very first year, and more than 95 percent of small startups fail within the first five years (Convergehub, 2019).
Websites are a critical factor in gaining market share. Over 93% of business purchase decisions start with a website search. That means, if you are a business without a website, you are reaching only 7% of your potential market! (Profitworks, 2020)
And, if you are counting on Facebook as your primary online presence, you have hitched your wagon to a rapidly falling star. As stated in our previous article, Facebook Is Not Your Website Part One “Facebook use continues to decline among all demographics.”
A Business Website Means Business
Potential customers will take your business more seriously if you have a professional online presence. The time and attention you have spent developing your website is a positive indicator of your commitment to your business, the quality of your products or services, and concern for your reputation.
Here are just a few reasons why a website benefits your business:
● Presents professional identity
● Builds credibility
● Provides additional outlet for marketing
● Offers easier access to information
● Simplifies business transactions
● Provides a “window” into a brick and mortar business
First Impressions Matter
Case in point: Last month, I needed to find a new optometrist. I did a Google search and located five optometrists “near me.” I immediately dismissed the two businesses that did not have websites.
In an instant, I determined that these optometrists did not operate a contemporary business and were not attuned to the needs of potential patients, as I was unable to find online answers to my critical questions. One office had a Facebook page that provided the bare facts – location, hours, and contact information. The Facebook posts were sporadic, outdated, and targeted primarily at existing patients.
Alternatively, among the remaining three businesses that had websites, with just a few clicks, I was able to find all of the information that I needed to select the best option for my family and me. My new optometrist now has three additional patients that will make yearly appointments and purchase many pairs of glasses for years to come.
You Control Your Website
Facebook is constantly changing its features, layout, and search algorithms. You have no say in how any of these updates will affect your business – either positively or negatively. And, you typically have no idea WHEN these changes will be implemented, which could significantly impact your company’s marketing plans.
Your company’s branding and messaging must fit within Facebook’s iconic blue framework, making your brand identity secondary – not primary. Your logo, tags, and branding should be prominent and compelling to target and engage your potential customers effectively.
Because Facebook allows users to post their personal views 24/7, any visitor to your business page could post negative content and reviews. You’ll never know how many people saw a damaging comment on your page before you were able to address it. Consequently, you must constantly be monitoring your Facebook page to protect your business. Relying on Facebook to market your business can result in the need to adopt a reactionary business strategy instead of proactive.
In Conclusion
The facts are in – to achieve successful control of your online presence and improve your competitive advantage, your business needs a website. Now, you have to decide if you have the time, patience, and knowledge to Do It Yourself – DIY – or hire a professional. But FYI – when professionals expertly develop a website, the look and “feel” rise above the competition, effectively engaging and converting viewers. It’s that simple.
IMC is a full-service website and digital marketing firm located in Saratoga Springs, NY. Services include website design and programming (including eCommerce database and custom software integrations), branding, content creation, print collateral materials, and hosting. www.imediaconsult.com