If you’re running a business today, there’s no two ways about it: You’ve got to have a website. With billions of online searches happening each day and billions of daily users on social media platforms, if you don’t have an online presence, you’re missing out on a huge opportunity to get discovered by new potential clients. If you think you can skate by without an online presence – or with one that’s outdated or based around your social media alone – let me take you through the reasons why having a website matters.
It’s the Hub for Your Business
Your website is the one place on the internet that’s truly all about you. Sure, you can (and should!) create profiles on social media or manage your business on local listings sites, but none of these sites paint a complete picture of your business. Even a site like Facebook, where you can build out a pretty complete profile, is not a substitute for your own website.
You can’t fully brand your page on another site. When you create your own website, all of the colors, images, and content are about you. Plus, when you’re on another platform, the formatting and layout are dictated to you by their site. When you create your own website, you can organize and arrange information, images, and video to tell your story in the most impactful way possible.
It’s the Foundation for All Other Marketing
Because having your own website allows you total control over how you tell your story, your website becomes the basis for all other marketing efforts online. The ads you create, the social media profiles you establish, and the local listings you manage should all drive users back to your website. And what you have on your website will shape the way you share information through each of these other channels.
For example, let’s say you want to start a paid search campaign to draw attention to your new product launch. Without a website, there’s nowhere for you to send people who click on your ad! With a comprehensive site, however, you can build a customized landing page specifically for searchers who click on that ad. The page can highlight all the features of the new product and allow your audience to get on the waitlist.
It Allows You to Keep Track of Your Audience
There are dozens of ways for consumers to find out about your business these days. They might find you through your marketing efforts on various channels, or they may happen upon your business’s name in a blog post from an influencer who’s recommending your brand.
No matter where they find out about you, though, you want all roads to lead to your website. Driving traffic to a centralized location gives you a greater chance of capturing information about your prospects and customers and keeping it all in one place. A tracking tool like our Client Center integrates with your online assets and allows you to see exactly where people are coming from.
As you drive visitors to your website, you’ll see patterns emerge in other marketing channels. Is there one channel that seems to generate a lot of traffic? Maybe it’s time to focus more attention and spend on that avenue.
It Puts You in the Driver’s Seat on the Customer Journey
When you’re creating a path from discovery to first purchase for your customers, you need to tell them what you expect them to do along the way. Maybe you create an ad campaign to drive awareness, have some introductory offerings along the way, and are hope this all leads to an eventual purchase once the consumer is able to try your product. But if you don’t make that path clear, they won’t know to follow it!
When you drive traffic to your website, you have the power to greet them with calls to action that initiate conversions and start visitors down the funnel towards making a purchase. Without a proper website in place, you don’t have the power to guide the customer journey and instead are left hoping that they find a path to conversion on their own.
If your business is currently lacking a website – or it’s been a while since your site has had an update – now is the time to fix that! If you’re looking for help with content and design, check out what LOCALiQ can do for you.