Think Your Business Doesn’t Need a Website? Think Again.

If you’re a new or existing business owner relying on word-of-mouth, referrals, and free social media business pages to represent and promote your company, you may think that having a website isn’t necessary. And it’s true—many businesses can get away without having one. But before you throw out the idea entirely, consider why having a website is a smart move.

Your Digital Brick and Mortar

If your business has a physical location, that means your customers know where to find you—along with your goods and services. In the same way, a website does the same thing in the digital world. When you tell people about your business, how will they find you? Providing your .com (or other domain) address is a simple, easy way to direct new customers to learn more.

When it comes to social media, as we’ve seen with recent instability on platforms like TikTok, the future is not guaranteed. From Meta to LinkedIn, all social media profiles are vulnerable to government shutdowns—or more likely, unjust individual account suspensions. You don’t own your profile, and you run the risk of losing everything in the blink of an eye.

Meanwhile, when you buy a URL, it’s yours forever (as long as you renew it, of course). You own and control that space, along with all the content in it. And just as a physical storefront can drive new business from people walking by, you could gain leads from searchers on Google.

Control Your Own Algorithm

Social media algorithms are always changing, and many platforms are pushing account owners to act as their own content generators. And while having active social media accounts is an effective tactic, relying solely on it means devoting lots of time to creating posts that generate engagement. Those who do this well can profit greatly from their efforts, but it’s a never-ending task that requires a huge time investment—and is at risk of being hidden by a fussy algorithm that rewards content that keeps users on their site.

On the other hand, your website doesn’t need new content every week. Adding new content to your website helps keep it fresh and relevant, but it’s not as demanding a task as creating new posts multiple times per week. Plus, the content you create isn’t held to the scrutiny of a demanding algorithm. Instead, it serves to educate visitors who want to know more about you.

Establish Credibility

Building a professional website helps searchers feel secure that your business is real, established, and trustworthy. Let’s say you’re a plumber with a stale Facebook presence. Compare that with a plumber with a professional logo and a 5-page website explaining his or her services, and includes a fast-loading contact form. Without an exceptionally strong personal referral, visitors are far more likely to reach out to the plumber with a website first.

Plus, providing information in an easy-to-read format allows visitors to understand what’s awesome about your business, and can help them make a well-informed decision. Ever try to read a restaurant menu on Instagram? Ever had a message get lost in the ether of Facebook Messenger? Websites are built for business. Social media… not so much.

Start Simple

There are many low-cost, easy-to-implement solutions, including Squarespace, Wix, Shopify (best for product sales), and WordPress. Prepare to spend about $200 per year to keep your site up and running. These options provide ready-made templates and drag and drop blocks. If you’re not too tech savvy, just look for a WYSIWYG site builder, also known as “What You See is What You Get” that shouldn’t require any knowledge of coding. Even a one-page site is better than none!

Every website should:

·       Provide a clear description of what your business offers

·       Load well on desktop, tablet, and mobile

·       Show visitors how to contact you (phone, email, address, etc.)

Whether you’re a neighborhood bakery or an online consultant, stay in control of your online presence with a well-designed website that helps show off the amazing business you’ve worked so hard to build.

This blog post was written by Lisa Wright of Woodbury creative agency Reify Creative.