Many small businesses, especially new small businesses, run a lean operation. They focus on necessities and urgent matters, only spending money when they need to. So, it\u2019s easy to see why some entrepreneurs might think a small business website is a luxury item they can afford to live without.<\/p>\n
They might even believe a Facebook page is enough for an online presence, or that a sign with their phone number will generate calls, or that a traditional mailer will help them sell products.<\/p>\n
But the truth is, a great small business website is the best way to showcase your venture.<\/strong><\/p><\/blockquote>\n
A professional website isn\u2019t an expensive luxury or a frivolous endeavor \u2014 it\u2019s an affordable, fundamental tool that every company needs.<\/p>\n
7 reasons you need a small business website<\/h2>\n
If you still aren\u2019t sure that a website is right for your business, consider these seven reasons why you need a small business website:<\/p>\n
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- Acts as an anchor for your marketing.<\/strong><\/li>\n
- Promotes and sells your products\/services.<\/strong><\/li>\n
- Connects with new customers (and keeps existing customers).<\/strong><\/li>\n
- Helps local businesses compete with large brands.<\/strong><\/li>\n
- Builds credibility.<\/strong><\/li>\n
- Allows you to control your online destiny.<\/strong><\/li>\n
- Is simple and affordable to set up.<\/strong><\/li>\n<\/ol>\n
Let\u2019s look at why each of these reasons are important for setting up your success and how you can build a small business website and start reaping these benefits.<\/p>\n
1. Use your website as an anchor for your marketing<\/h2>\n
Your marketing efforts begin and end with your website.<\/p>\n
It\u2019s the place where you centralize all of your business information and marketing messages. It is where potential customers can go to learn about your business. And, it\u2019s where all of your other marketing efforts should drive interested customers.<\/p>\n
Before you print a single business card or spend a penny on advertising, get a website.<\/div>\nHere are a few ways you can use your website as an anchor for all of your advertising efforts.<\/p>\n
Take control over your digital brand<\/h3>\n
When you get your own website, you have a lot more control. Not only does it give you a home online, it gives you a platform to tell potential clients about your business: what you do, why you do it and who you are.<\/p>\n
Instead of relying on someone else to tell people about your business, you get to frame the narrative and build a successful website yourself.<\/strong><\/p><\/blockquote>\n
In terms of creating and communicating your brand, this is of paramount importance.<\/p>\n
Put all of your important business information in one place<\/h3>\n
Make your website for local business a helpful resource so customers can visit your site to get all the details they need about your enterprise. Add information such as:<\/p>\n
\n
- Your address<\/li>\n
- Your phone number<\/li>\n
- Contact form\u00a0or contact email address<\/li>\n
- Menu or service list<\/li>\n
- Prices<\/li>\n
- Special promotions<\/li>\n
- Events<\/li>\n<\/ul>\n
Create a final destination for your marketing efforts<\/h3>\n
When you build a small business website, you have an endpoint for all of your other marketing messages.<\/p>\n
Produce a radio commercial? End it with a\u00a0call-to-action\u00a0to get more information on your website. Create flyers to hand out an event? Add your website URL so people can visit your site to learn more about your products and services.<\/p>\n
A website is the gateway to your brand.<\/strong><\/h2>\n
You own it, control it, and can use it to support all of your other marketing efforts.<\/p>\n
2. Promotes and sells your products or services<\/h2>\n
Your website for local business can act as a digital brochure, sharing up-to-date information about your offerings, as well as a direct sales tool.<\/p>\n
It\u2019s a 24-hour sales staff that can make sales even when your business is technically closed.<\/strong><\/p><\/blockquote>\n
Plus, you can update information in real-time \u2014 no waiting or paying for new print materials.<\/p>\n
In addition to adding a simple product list or menu, add more to your site to help you make sales. Use your website for local business as a sales support system by adding the following elements.<\/p>\n
Ecommerce store<\/h4>\n
When your website has an\u00a0eCommerce component, you can actually do business right from your site. Customers can visit your website and directly make purchases from your brand. It acts as both the marketing and sales tool.<\/p>\n
Set up an eCommerce site with the following elements to allow customers to purchase your products right from your site.<\/p>\n
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- Payment processing<\/li>\n
- Inventory management<\/li>\n
- Shipping solution<\/li>\n
- Site security (SSL certificate)<\/li>\n
- Search feature<\/li>\n
- Integration with CRM<\/li>\n
- Coupon tools<\/li>\n
- Upselling and cross-selling features<\/li>\n
- Reporting and analytics<\/li>\n
- Customer reviews<\/li>\n
- Contact page<\/li>\n
- FAQs<\/li>\n<\/ul>\n
It\u2019s not expensive or difficult to add these elements to a website and get the benefits of an online eCommerce platform.<\/p>\n
Online booking calendar<\/h4>\n
If you don\u2019t have products to sell and are a service-based business, a website can also help customers take the next step toward doing business with you by allowing them to schedule an appointment, book a table, etc.<\/p>\n
For example, a spa could create a\u00a0massage website\u00a0that allows their customers to\u00a0schedule an appointment.<\/p>\n
Customers love convenience, and they hate playing phone tag when trying to schedule an appointment.<\/p>\n
The right small business website makes the scheduling process easy for both you and your customers.<\/p>\n
Lead-generation functions<\/h4>\n
A website helps you not just make sales, but also make introductions that lead to sales.<\/p>\n
You can set up your site to be a strong lead generation tool.<\/h3>\n
By creating an opt-in that allows website visitors to join your list, you can create a database full of interested prospects. (We\u2019ll continue the conversation on using your website for lead generation in a few minutes.)<\/p>\n
Portfolios<\/h4>\n
Many customers want to gather as much information about a business as they can before they choose to do business with them (especially for expensive or detailed projects).<\/p>\n
You can use your website to help customers get the information they need by adding a portfolio to your site that includes case studies and photos of your past projects.<\/strong><\/p><\/blockquote>\n
For example, a\u00a0construction company could use a website\u00a0to include some video walkthroughs of before-and-after shots of one of their large or extensive projects. The videos can be shot on a point-and-shoot digital camera and quickly uploaded to their site, providing a great way to show customers what the business is capable of.<\/p>\n
About page<\/h4>\n
In their quest to gain knowledge before they decide to do business with you, many customers look to learn more about what your business stands for and who is behind it.<\/p>\n
Your website for local business can help with this by including an about page that introduces your business, brand values, unique selling propositions and mission statement.<\/p>\n
For example, a\u00a0teacher\u2019s website\u00a0might tell prospective students about what motivates them and what they\u2019d like to accomplish with their students. It can discuss their background \u2014 where they went to school, special certifications, interests, etc., and include high-quality images or a video to help interested students learn even more.<\/p>\n
Active blog<\/h4>\n
A blog is another way to allow customers and clients to get to know you (and your products and services).<\/p>\n
You can share a wide\u00a0range of content\u00a0that shows off your expertise in your industry, how to get the most out of your products, and\/or the ideas behind your products and services.<\/p>\n
Plus, having a blog with fresh daily content can increase your search rankings.<\/p>\n
3. Connect with new customers (and keep existing customers)<\/h2>\n
More often than not, people turn to the internet when they have a problem. When you have a website for your small business, you are there when customers search to find a solution to their problem.<\/p>\n
Use your small business website to help new customers find you<\/h3>\n
When people want to find something, almost unilaterally, they search for it on Google. In contemporary parlance, it\u2019s not enough to say that Google is just a \u201csearch engine\u201d \u2014 they\u2019ve become more like the gatekeepers of the world\u2019s information. One part encyclopedia, one part mapping service, one part directory, and 10 parts everything else.<\/p>\n
With so much sway over people finding stuff, it\u2019s a good (read: necessary) idea to make sure your business is included in Google\u2019s search results.<\/p>\n
Without a website for your business, unfortunately, you have very little control over that happening.<\/p>\n
Use your small business website to keep existing customers engaged, informed, and well served<\/h3>\n
Don\u2019t forget about your existing, hard-earned customers, either.<\/p>\n
When you get a website, it gives customers a base to reach you 24\/7.<\/div>\nYou never know when someone\u2019s going to be in dire need of your services, and without a website, you lose potential business from people who already know (and support) you.<\/p>\n
Imagine this: you\u2019re a local jeweler, specializing in reclaimed precious metals. You have two wonderful clients, Michael and Liz, who purchased their wedding bands from you a few months ago. As much as Michael loves his beautiful new wife, he\u2019s a little absent-minded and forgot her birthday is in two weeks \u2014 but he remembered at 10 p.m. Friday night.<\/p>\n
Without a website, he\u2019s going to have to wait for you to come in Monday morning to place an order, and to assuage his anxiety, he might just take his business elsewhere. With a website, though, Michael could simply log on and buy the rose gold band Liz has been eyeing for months from your shop. Crisis averted for Michael; loyalty earned for you.<\/p>\n
Use your small business website to generate leads<\/h3>\n
In addition to helping attract new customers and retain existing customers, your website for local business can also help you with the customers who fall somewhere in between.<\/p>\n
Your website can help you generate leads from prospects and turn them into paying customers.<\/strong><\/p><\/blockquote>\n
To generate leads on your site, add an opt-in offer such as a coupon, free eBook, entry into a contest, etc.<\/p>\n
Require audiences to enter their content information to receive the offer.<\/p>\n
Once you have their contact information, continue to nurture the prospect through email marketing campaigns.<\/h3>\n
This approach allows you to use your website to make a lasting connection with site visitors who aren\u2019t quite ready to buy and continue to develop the relationship to get them to eventually do business with you.<\/p>\n
4. Compete with big brands<\/h2>\n
One misconception about websites is that they\u2019re only for national companies or worldwide corporations with audiences around the globe. Actually, websites are just as, if not more, beneficial for small businesses.<\/p>\n