Statistics show that more than 90% of people search online for products and services before buying. Around 88% of those who search and find a local business on a mobile device either telephone or go to that business within 24 hours of searching. Some 30% of all small businesses with a web presence generate more than 25% of their revenue.
These numbers are both striking and conclusive as to how important it is for every business to have a website, an affordable and powerful marketing tool that can help a business in many ways.
That is because a website increases the visibility of a company, advertises its products or services, obtains verification of a business’ existence and provides customers with much better shopping experience.
Talking about the benefits of a website for each business it might seem a bit superfluous, having in mind that we live in a digital age, in which our lives seem unimaginable without our smartphones, computers, applications and widgets. Yet, as much as that sounds surprisingly, statistics confirm that 35% of small businesses in Australia still don’t have one!
All surveys on the topic point out three main reasons for such a situation. Firstly, 34% of small businesses’ owners believe that a website presence is not relevant to their industry. The second is the view that getting one is too expensive, which is shared by 30% of business without a web. Thirdly, around 10% of small companies claim they lack the technological knowledge required to manage the website as the main reason for not having one.
Let’s take closer look at each of them:
Every small business needs a website
The common perception is that having a website wouldn’t benefit the actual business anyway was stated to be the most dominant attitude among businesses without a website. This refers especially to companies that get clients mainly through referrals. Already happy with a particular amount of clients they get this way, they perceive investing in a web as an unjustified cost. These kind of small businesses miss out on a huge opportunity to advance their performances and to capture new clients – a mistake that they might pay for much higher in the future, than would be cost to get a website today.
Above all, managers with such a mindset fail to see that a website is a tool that helps enhance the professional appearance of the company on the market and establish its credibility in the eyes of potential clients.
The presence of a company’s website confirms that a particular business exists and makes the first impression to the customer about the company. As aforementioned, for 92% of customers, a website is the first encounter with the business, similar to the signage of an actual shopfront.
It’s too expensive not to have a web today!
When a customer is searching for specific industry, if the name of particular company doesn’t appear in the search, that customer is lost to that company. Lost business means hidden costs!
A website is called the most powerful marketing tool because it’s a convenient and cost- effective way to advertise your products and services on the market, instead of paying for advertising elsewhere.
It has never been easier to get a website then nowadays in Australia. Due to the high competition in the web design market the costs for a website have significantly decreased and though they vary from company to company, one can get a modern and professionally designed website for quite a low price, starting from as little as $999, a price that is very affordable, regardless how small the business is.
Forget yesterday’s marketing practises
It is very common for small businesses to compensate for the lack of their own website to make up with a presence on site directories known as review sites, especially those specialised for local businesses (Yellow Pages, Health Engine, True Local, White Pages, etc.) Being present on such a website can beneficiary to a business that already has a website as that can boost the SEO (Search Engine Optimisation) i.e. the position that website is listed in a Google search.
But in a situation when the company doesn’t possess it’s own website, just having a presence on such a review site is just not enough and it is irrelevant to getting new clients anymore!
The main reason is that most people don’t go directly to these review sites, but they use Google to search for required products and services.
Even if they end up on such a site using Google search, the way the company and its products/service are presented is just poor compared to the advertising possibilities and potential that personalised web provides itself. Namely, just being listed on such web, doesn’t give you any real chance to stand out from your competition.
Simply put, this way the company depends entirely on the third parties when it comes to advertising and doesn’t get a serious chance to differentiate from the competitors.
Website management that can be run by a 10 year old
Surveys show that 10% of business owners opt not to have a website because they fear they lack the required technical skills to manage it, although they are capable of working with a computer.
However, some Content Management Systems (CMC) are so easy to work with that even 10 year old could grasp it!
Statistics back up such an argument by confirming that WordPress is currently the most popular website management or blogging system in use on the Internet, supporting more than 60 million websites, comprising of 60.7% of the market share. The reason for such a predominant market position and popularity of WordPress is its sheer simplicity. Namely, this CMS requires very basic technical and computer knowledge to maintain a website.
The conclusion is that if one is capable of working with a computer, they will also be able to run a WordPress website too, without any great difficulties.