BrightLocal’s 2019 Local Consumer Review Survey revealed that visiting a business’s website is still the most common next step after reading positive reviews. So having a solid, high-converting website is still a must. Here are five other reasons why businesses of all sizes (even small) still need a website.
#1 No website = no chance of ranking organically or locally
Service businesses and small businesses typically serve their local communities, which means they need those in their local communities to be able to find them in search results. The problem is, businesses that rank high organically are more likely to show up in the Google local pack and map results, and without a website, your business can’t rank organically. If your business doesn’t show up when customers search for your services, how will they know you can help?
#2 Your website builds your credibility
One of the biggest hurdles service businesses and small businesses face is trust. Unlike larger, more established brands or businesses that don’t send people into the homes of their customers, you have to work to earn the trust of your potential customers and establish brand authority. How does a website help you do this? Studies show that consumers believe a ‘clear & smart’ website gives a business more credibility. More credibility means more trust, and more trust means more customers.
But your website doesn’t just build credibility with customers, your website is also the citation that Google trusts most for confirming your business’s name, address, and phone number (NAP). The more sure Google is of your NAP, the more confident they are showing you in search results.
#3 Your website is permanent and more controllable than your social media profiles
We all know social media platforms (especially Facebook) change more frequently than a teenage girl before her first date, and the reach and control you have with your social media profiles is impermanent to say the least. Your website, on the other hand, is the one place online where you have total control over the customer experience and the story you tell.
Some business owners believe that simply having a Facebook page for their business is enough, but what happens if the giant is ever slain? All those ‘likes’ are already mostly useless, but when you lose your only means of communicating with your customers and your only real platform for telling customers about you and your services, well, that’s no good. Don’t leave such an important thing in the hands of an external party whose sole purpose is to make more money (Sorry Facebook, but let’s be real).
#4 Your website acts as a main hub that potential customers can access 24/7
Sure, some consumers are only looking at reviews and doing less research on a business before making the call, but it’s still important that you provide all the extra information those customers who are researching want to know. Listing sites and social media profiles don’t give you the space or control to really say everything you may feel you need to say about your business and your services, while your website provides you somewhat limitless space and a somewhat limitless platform for introducing yourself and informing potential customers. Having all of the information and answers your customers might want in one place makes it easy for them to get a good idea of how you can help them and why they should consider choosing you over a competitor.
And since your website is up and running 24/7, your customers can get answers to their questions and research your business when it’s convenient for them, not just during the hours you’re open and answering phones.
#5 Your competitors have websites
Last but not least, the majority of your competitors will have websites, which means if you don’t have one, they have a major advantage. They have a chance of showing up in search results, answering the questions your potential customers have, and getting the call from customers you could be serving. Business is tough as is — don’t give your competition such a massive advantage.
For more info on marketing and your website, check out our dedicated website topic in our Resource Center!