A website can help verify a business’s existence, increase credibility, and relay accurate information about what you do. Additionally, a website can help bring in new customers that are searching online. So again, why do nearly half of the small businesses not have a website?
If you don't have time to read the entire article right now, here's a 40-second summary of the most important points:
- All small businesses can benefit from a website, whether a one-page site or a comprehensive interactive tool
- The cost of not having a website is much higher than the cost of building a website
- For the small businesses with websites, there are always areas to improve to maximise visibility, credibility, and usability
- Small businesses need to make their websites mobile friendly and further optimise these sites for mobile engagement.
Even though it's easier than ever for small businesses to set up a website these days, the majority claim they do not have a website because it is not relevant to their business or because it’s too expensive.
According to a research sponsored by montie.com.au, for those small businesses that do have websites, 23 percent are not mobile friendly, and another 9 percent have unknown mobile capabilities.
These numbers indicate that businesses are ignoring the fact that most people are on the web, looking them up.
Studies have shown that over 70-80% of people will research a company on the web before making a purchase decision, usually by visiting its website. Even having a one-page website can establish credibility. It shows that the business is actually real and has taken the time to put out a presentation.
So why don’t so many small businesses have a website?
Research shows that the top reasons these small businesses do not have a website are:
- A website is not relevant to their business and/or industry
- Setting up a website takes too much time
- The cost of a website is too much
Other reasons included the use of social media profiles as an online presence instead of a website, the need for ongoing maintenance, and a lack of technical knowledge.
Why a website is relevant to ANY business or industry
Of the small businesses without a website, 32 percent report that having a website is not relevant to their business or industry. However, agency leaders unanimously conclude that a website is relevant to every business and every industry, in some capacity.
Every company can benefit from having their presence known online because:
- Increase sales: If you are selling something, you can reach consumers the fastest way possible and increase your sales
- Customers can find you easily: No matter what type of business you run, if you have customers, it’s necessary to have some sort of information online, at least a page describing who you are and what’s your contact information. It’s essential to have this information indexed and shown to those looking for you, otherwise you’re relying on third parties
While the capabilities of the website can depend on the business or industry, the bottom line is that some sort of website will benefit every type of small business.
Why is it important for websites to be mobile-friendly?
A mobile-friendly website is especially important, considering recent increases in the amount of customers that visit a website from a mobile device. This means:
- Not having a mobile-friendly website can hurt a business with a substantial amount of mobile users
- Not having a mobile-friendly website is sometimes as bad as not having a site at all. It’s common to encounter the difficulties associated with not having a mobile-ready site. People will give up on accessing it and go somewhere else
- Google is penalising website owners because their page isn’t responsive. Some of the latest algorithm updates for the search engine are factoring in whether a website is mobile friendly and responsive. This has made a big impact, in our case actually helping us climb in rankings because some of our competitors’ websites aren’t mobile friendly and have gone down on Google.
Research shows that of the small businesses with a website:
- 68 percent have a mobile-friendly site
- 23 percent do not have a mobile-friendly site
- 9 percent are unsure whether their website is mobile friendly
So what is stopping you?
For most small businesses, whether it be content development, design improvements, building new features, or improving SEO, their website is on the top of their marketing priority list. But for most businesses cost and time play a big role.
To eliminate some of those stumbling blocks, it’s a good idea to seek help from a website solution company that can help you build an effective online presence. It’s always easier to have access to pre-built templates for different industries – that way, you can focus on specific website capabilities that are appropriate for your business and can be optimised to generate leads for you.
About the author:
Amy Miocevich is the owner and founder of Montie and Lumos Marketing. She’s a Content Marketing consultant and loves working closely with small businesses to help make their marketing strategies more efficient.
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