Does My Business Need a Website?
Many business owners, whether just starting out or long established, wonder if they need a website. With social media, local directories, and other digital platforms vying for attention, it's easy to wonder if a website is still a crucial investment. The decision to make such an investment is never easy but may be the most important one you make in the next five years. We'll explore the costs and benefits, so you don't have to.
The Digital Doorstep
For more than 1-in-4 individuals[1], a website will be their first impression of a business. It's important to think of the web as another street your business is connected to. Without building a doorway, you're ensuring your potential customers walk on by, only worse; they never learn your name. But getting them to the doorstep is only the beginning; 40% of people[2] abandon sites with loading times greater than 3 seconds. Just like your customer service, your website should be responsive, engaging, and should encourage your clientele to return.
Well-designed websites are built to match your business' identity; they act as an extension of your storefront into the digital world. By the same token, they're an opportunity for you to distinguish yourself from your competitors and create an impression with potential customers you might otherwise never create.
Modern Expectations
According to recent surveys, over 90% of consumers[3] search online before making a purchase. A polished and modern website gives customers the impression you are up-to-date and legitimate. An out-of-date or poorly designed website has more negative impacts than positive: reducing your search rankings, damaging your credibility, and eroding consumer interest. Studies show that more than 60% of visitors[4] prefer websites with newer and responsive designs, and even worse, 88% of visitors[1] won't return to a site after a bad experience.
Not having a website gives customers the impression you are, at best, outdated and lazy, or that you are out of business at worst. 57% of users[1] won't recommend businesses with poorly designed websites, and even fewer recommend businesses without one. Whether or not you think you can afford to take these losses now, the effects compound into the future. Every client who finds one of your competitors' sites is much more likely[1] to remain a client of theirs, and every dollar your competitors invest in their site furthers their outreach, limiting yours.
Investing in Your Potential
We've established the risks of not having a website, but what about the benefits? It's reasonable to feel held hostage by modern expectations, as if a website is another tedious checkbox you must tick to qualify as a business. In reality, you're simply missing another slice of the pie, and one that is constantly growing. Websites are the ultimate avenue for long-term growth, abstracting you from your physical storefront and ensuring people across the state, country, and even globe can learn about you and acquire your services.
While it's important to start by covering your bases, your website can also be a fantastic avenue for growth. They increase your visibility, build your credibility, create direct lines of communication to your customers, and provide powerful analytics for your business. With almost 70% of the world[5] using smart phones (a far higher percentage in the US) and 60% of internet traffic[6] coming from mobile devices, your website ensures your business is in the pocket of any potential customer the moment they might need you.
It's important to remember this is an investment; capturing your online market takes time and effort. Creating a website for your business is a fantastic first step, but it is only that, the first step of many. Ensuring you are willing to invest time regularly on updating content, adding new content to your website that will attract untapped demographics, and making use of your site's analytics is an important responsibility. We encourage business owners to be patient stewards of their site, allowing it time to settle while sponsoring its growth.
Costs, Risks, and Drawbacks
Like any investment, there are initial costs and on-going risks to account for. On average new websites cost at least $3,500 but can range as high as $20,000 depending on complexity and size. Then, there are ongoing costs to host, secure, and update your website. You also must consider how your site uses your customer's data and regularly update privacy and cookie policies. Since the Supreme Court ruled websites must be ADA compliant, there is also risk of litigation for failing to keep your website accessible.
Am I the Exception?
Few businesses are the exception to these trends, but perhaps yours might be. For businesses with full client bases and well-established local brands, you might not need to worry about outreach or branding. Or if you're a business that mostly works B2B and is secured in its relationships, you might be comfortable growing from referrals and word of mouth alone. But even in these cases, having a simple website (a brochure-site for example), is important, like a line in the phone book.
Alternatively, you might not be ready to make the investment required or the time to handle the responsibility, but this doesn’t have to be the end of the story. From whatever your starting point, Abstract can help you create a development plan that meets you where you are at and can accommodate for growth down the road.
Still not sure? Ask us!
Abstract has been a proud steward and developer of websites for businesses across Indiana for more than 10 years. If you have questions or concerns, don't hesitate to contact us with them. Your first website consultation meeting is always free, and if we aren't the right fit for you, we know who might be! With Abstract's experience, building and maintaining a website doesn't have to be a headache or weight over your head. Our business practices have been developed and focused toward one goal: the satisfaction of our customers and yours.