Why Your Website Is Your Most Important Marketing Tool.
Plus, 6 things every website needs to have.
There’s been a rumor going around for a while now that, as a small business owner or creative, you don’t need a website. That you can rely on your social media presence to serve as your digital identity. I’m here to tell you: that is SO far from the truth.
It’s true that social media use only continues to grow and that more and more people are finding and engaging with businesses, brands and products on social media now more than they ever have in the past. It’s also true that social media can be an amazing way to find growth and reach new customers. There’s no doubt that social media can be an invaluable tool in a small business owner’s toolbox (though it doesn’t have to be – I’ll tackle that topic another time).
But what we can’t ignore is the importance of having a strong, strategic website.
Why?
A website serves as your home base in the digital world and it is completely, 100% owned and operated by you (unlike social media). More people use search engines like Google to find what they’re looking for than any social media platform. And, it is more likely that a website with optimized SEO will show up on a related Google search than it is for your social media profile to pop up in a potential customer’s feed.
Having a strong, strategic, optimized website is essential for these reasons:
It builds credibility, makes you look more professional and confirms that you are in fact a “real” business.
It increases your digital reach by appearing in search results for people looking for businesses, products or services just like yours.
It is completely customizable to your brand and is owned by you, unlike social media where you are working within the limits and inevitable changes of the platform.
It allows you to share information about your business that your customers are looking for in a cohesive, strategic way instead of short snippets of content here and there.
It allows you to move your customers through the buying process in a way that makes sense for your business.
You are not at the mercy of the social media platform’s algorithm to show your content to potential customers.
Think about it this way:
When you hear about a new restaurant in town, or a new online boutique, or a really great accountant, where do you go first? Google. Then what happens? If the thing you were looking for comes up within the top 5 results, you click through to the website in search of something that will catch your eye or pull you in or otherwise intrigue you. What if the website doesn’t show up on Google? Or what if the website is difficult to navigate or doesn’t function correctly? You instantly abandon your search and say “Oh well, they can’t be that good. I’ll stick with what I know”.
On the flip side, if the business comes up right away in a Google search and you click through to a beautifully designed website with compelling copy and clear calls to action, you say “WOW! How did I not know this business existed before today?! I have to learn more.” And then you proceed to follow them on Instagram or sign up for emails or purchase a product or service.
Your website can make or break your business’s digital reputation and ability to experience true and lasting growth.
Ok, so now you’re thinking “I get it. A website is important. But I’m not a web developer and I don’t have time to dedicate to ANOTHER thing. How do I create a good website?”. The good news is that creating a beautiful, functional, strategic website is not as hard as it may seem. There are a lot of easy to use, low-cost website builders out there that have free templates you can work from. Some of the top website platforms include: Squarespace, Wix, Shopify, and Square Online. You’ll want to choose the best platform for you based on your industry, type of business, budget and ecommerce needs.
Once you decide on a platform, check out the free template options. Chances are you’ll be able to find a great one that you can easily customize for your business! The next important step is to determine your goals for your website. Do you want to sell a physical product? Generate appointments? Provide information about your services? Get more leads? Whatever your goal is, keep that in mind as you design your website and make sure your calls to action reflect that goal.
Now, here are 6 things every website should have:
Custom domain name. Your domain name (ie. Reallygreatbusiness.com) is key to not only being easily found online, but also regarded as credible and professional. If your business name is “Lucy’s Dog Walking” but your domain name is “ilovedogs.com” it will make for a confusing experience for potential customers. Try to find something that is as close to your actual business name as possible.
Strategic, concise homepage. If you only focus on one page on your website (and many do), this is the one to spend your time on. Your homepage should clearly communicate who your business is, what it does, who it serves and how to contact you or make a purchase. It’s that simple. If your potential customers can’t figure out who you are, what you do and how to take the next step within the first few seconds on your website, you’ll lose them.
Lead capture form. This could be an email newsletter signup, a form to request more info, a free ebook download or simply a contact form. Either way, you want to be able to capture leads who are interested in your business so that you can continue to nurture that relationship. Then, make sure you follow up with those leads.
About us page. Assuming your homepage has captivated your audience and they remain on your site to learn more, you’ll want to make sure you include an about page. The about page will provide an additional level of personalization and credibility about who the business is, why it does what it does and the people behind it.
Detailed product or service pages. These pages are key for those customers who are “shopping”, which most people are. People need to see a product or service an average of 7 times before they’re ready to purchase and they are likely going to research and compare between you and your competitors. Make sure your product or service pages accurately reflect what the product/service is, how it will benefit the customer and how much it costs as well as an easy way to purchase or book.
Calls to action. It is important that each page on your website has at least one call to action, if not multiple depending on the length and content of the page. These can be in the form of a button or a form and they can ask the user to do any number of things based on your goals for the website. Examples of strong calls to action:
“Schedule an Appointment”
“Download the eBook”
“Get a Quote”
“Buy Now”
The bottom line is that a good website is essential and social media can be used supplementally, instead of the other way around.
If you’ve read through all of this and you’re clear on why a website is important and what it should include, but you’re still wondering how you’re going to accomplish all of that, I’m here to help. I can help you make sure your website accurately and intentionally reflects your business’s goals and unique brand. Let’s get your business seen online and get you set up for real, sustainable growth!
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