Years ago, a cobbler named Lukas lived in an Alpine village called Grimelzell. Lukas sewed shoes of unsurpassed craftsmanship. A man of a conventional mindset, Lukas firmly believed that as word of his talent spread organically from one satisfied person to another, his shoes would naturally attract new customers.
But, despite his skill, Lukas’s business was sluggish, and his shop remained quiet. Only a trickle of repeat customers wound through the narrow streets of Grimelzell to order shoes from Lukas.
One day, Lukas’s son, Stefan, spoke up. “Pa,” he said, “your craft is exceptional, but most customers today consult maps to find shops near them. We must advertise on the national map to guide people to our doorway. Even talent like yours needs help to reach the attention of shoe buyers.”
When Lukas listed the shoe shop on the national business map, new customers began visiting the shop, delighted to discover his excellent shoes. In their hands, they held the national business map.
As a local business owner, you may think like Lukas: “My business will grow by word of mouth. I don’t need a website.”
Reasons You May Believe You Don’t Need a Website
- “My business is small and has a small workforce.”
- “I have enough work to do without a website.”
- “I serve a narrow niche market.”
- “We don’t sell anything online.”
- “My clients come to me through word of mouth.”
- “I don’t know anything about the online business world.”
Please understand me. Some Plain communities have chosen to refrain from interacting online. I respect your position and don’t intend to cast you in a negative light.
Please understand me. Some small businesses do quite well without a website. But don’t be too quick to disregard the potential benefits of a website for your business.
This article explores how establishing an online presence can help your company.
Seven Roles a Website Can Fill for Your Small Business
1. Welcome Mat
Today’s consumers search for nearly every product or service on the internet. According to Pew Research, 95% of Americans use the internet. Google processes more than 3.8 billion searches daily (40,000 searches every second). Without a website, your company is largely invisible to those shopping online.
If you have no website, potential customers may question whether your business is legitimate. A professional website shows that you exist and are serious about running a credible company.
A website functions as a digital welcome mat for your company, providing the first impression to potential clients. It greets every visitor by displaying your company’s values and offerings. It draws them into the story of how you can help them solve their frustrations.
2. Branch Location
Are you thinking about opening a second physical store? Are you ready for the headaches, delays, and expensive red tape?
A website serves as a virtual branch location for your company. As customers search the internet, they “walk” by your site before visiting to see what you sell. If they don’t buy on the first visit, they might return later to purchase or ask questions.
Is a website essential for businesses serving a local clientele? Consider these statistics from The Search Initiative:
- 46% of all Google Searches include local intent.
- 97% of users search online for a local service.
- 76% of users who search for something local on their smartphone visit the store within 24 hours, and 28% of those searches result in a purchase.
A website reaches far beyond the confines of physical walls. It provides a space where customers can explore your products, access services, and connect with your brand conveniently. By effectively managing this virtual store location, you enhance your company’s reputation and broaden its market presence.
3. Around-the-Clock Salesman
A website works around the clock to showcase your products and services. Unlike a traditional salesman, a website doesn’t succumb to fatigue or require rest. No matter the hour or time zone, your website engages potential customers.
Your website’s content should persuasively communicate your unique selling proposition, effectively answer client questions, address client concerns, and guide visitors toward a purchase or inquiry.
Integrated analytics tools can track visitor behavior, providing insights to optimize the sales process, like a salesman refining his pitch. Your website is a highly efficient sales force, driving your company’s growth day and night.
4. Social Proof
Up to 93% of consumers say they read online reviews before purchasing. According to Power Reviews, 80% of consumers are less likely to buy a product without reviews.
Displaying testimonials from satisfied customers on your website provides social proof for your company, cementing credibility and reinforcing trust among visitors. Much like word-of-mouth endorsements bolster a company’s reputation, a professional website with customer reviews, case studies, and success stories validates your business’s effectiveness and reliability.
5. Advertising Agent
A website acts as a continuous, low-cost advertising agent for your company. It broadcasts your brand message, products, and services to a global audience without the recurring costs associated with traditional advertising.
This digital platform allows for the strategic placement of promotional content, from high-quality images and compelling video clips to detailed product descriptions and special announcements. By optimizing the website for search engines, you can increase visibility and attract more visitors organically, gaining free advertising through higher search engine rankings.
A well-designed and strategically maintained website reduces advertising costs and enhances reach and impact, making it a cost-effective tool in your marketing arsenal.
6. Digital Brochure
A website is a digital brochure offering an interactive showcase of your products and services.
Unlike a printed brochure, a website can be revised in real time to reflect new offerings, updates, and promotions. A website eliminates printing and distribution costs while achieving a broader reach than a traditional brochure.
A website’s structure enables customers to navigate your offerings effortlessly. Through its comprehensive and flexible format, your website can serve as the go-to source for both prospective and existing customers seeking detailed and up-to-date information about your products and services.
7. Brand Ambassador
Through your website, your visitors can get to know, like, and trust your brand. A website provides a visually appealing interface where your brand is displayed prominently, ensuring users a cohesive and memorable brand experience.
The website is the primary touchpoint for customer interaction, setting the tone for your company’s professionalism and quality. Through user-friendly design and intuitive navigation, it facilitates a positive user experience, reinforcing your brand’s reputation for excellence and customer care. It also introduces potential customers to your brand and maintains relationships with existing clients.
How Dutch Home’s Website Assists Their Customers’ Journeys
John, owner of Dutch Home Furniture, needed his website visitors to be able to see each of his products, but he wasn’t ready for a full-blown online store. Thankfully, he didn’t need to be.
Rosewood helped him create a website with the same structure as an e-commerce site but without online transaction capability. John says, “By breaking out the items separately, the website user can look at each item individually and request pricing.” Like an e-commerce site, users select items to put into their cart. When they’re done “shopping,” with a click of a button, they can submit a quote request to John’s team.
With the old website, John says, “people who were interested needed to copy and paste the items over. It was a lot clunkier.” John continues, “We have seen a big increase in leads since customers can see items better and easily select them.” Interestingly, the prospects who went to the work of copying and pasting in the old system were often ready to purchase. Now, more people “on the fence” ask for quotes.
“Even if they don’t buy immediately, their data is entered into our customer base. We can then contact them once or twice a month through email about a special we’re running,” John says.
John’s new website didn’t immediately produce a spike in revenue. Due to various factors, including COVID-19 ripple effects, inflation, and tightening consumer dollars, Dutch Home’s revenue thinned a bit during the first months of the new website. However, John still believes the website will “be a good thing in the long run.” He says, “I feel the website is a great asset for us.”
Rosewood built the website with a structure that enables the Dutch Home team to upload new information and change pictures. This year, they aim to add more stats about each item to improve clarity for their customers.
Conclusion
Today’s consumer wants to find answers online at his convenience. He expects to find your business online.
By posting all the information he needs to make an informed decision, your website can ease your customer’s sales journey and save you sales time.
Would you like a marketing partner to help you evaluate the potential of a website for your business? Learn more about the Marketing Guide Path™ at www.rosewood.us.com.