So why do you need a website for your business?
Unfortunately, the fact is that someone did a poor job when the website was created. It may have been you who did not provide enough information about the purpose, target group or content, which means that the site is nothing more than something pretty to look at. It could also be that the people who produced the website didn't have the knowledge to make good use of the information. I'm not throwing anyone under the bus here, often it's just a lack of knowledge that is the cause.
Just because there are so many services that allow anyone to build a website today, it doesn't necessarily mean that anyone should build a website. The most important part of getting a website that creates new potential customers is the preparatory work. A good website in combination with word of mouth can often be more than enough to drive a business.
I'll try not to be so incompetent as to say that you absolutely must have a good website, but I'll tell you what a good website can contribute.
Information source
This is the element most people associate with a website. It should be a source of information that tells a little about your company, a little about what you do and provides contact information for those who need it.
It is certainly a necessary part of the website, but alone the information is not worth much when your competitors are focusing on more of the benefits. The information should provide the answer to whether you can practically deliver/offer what the potential customer is looking for. Your website's information should say: "Yes, I am a plumber in your area."
Security
When a potential customer has a need that they want covered, perhaps the most important thing is to get an answer: "Can I trust you to do a good job and not cheat me? Are you the right person for me to work with?" A website can answer this question in several direct and indirect ways.
For example, did you know that "about us" is generally the second most visited page after the front page? Why do you think that is?
Some examples of how the website can keep you safe
- A good "About Us" page.
- Photos of the people who work there.
- Showcase previous work.
- View testimonials from previous customers.
- Many opportunities to contact you.
- Show approvals, certifications etc.
- Good design that doesn't look outdated.
Communicate your message
Above, I mentioned that a page presents the information needed. The message is more about how it is delivered. The way text is written, are images used, is video used? What does the page contain? What do all the choices made say about you and your company?
I believe that it's becoming more and more important to stand out from the crowd. "Everyone" is online, "everyone" is on Facebook, "everyone" is doing the same thing, but who will win? I think it will be those who dare to proudly show that they go against the flow. Those who dare to show the unvarnished truth, who dare to be personal in a format that is flooded with formal talk, who simply dare to create a real image of the company instead of a glossy image.
The modern buyer
Today's buyers have endless access to information. They look up what they want solved, they search further, they read about others who have solved the problem, they find potential players, they read about the different ones, they read reviews, look at previous work and all this before they even make contact. The modern buyer wants the choice to be theirs.
They will make their decision on who to contact based on the information they find, not based on who pays the most on Yellow Pages or Google. Doesn't that make it all the more important that your company is well represented?
Online 24 hours, seven days a week.
As long as you have a good server and good systems in place, your website is virtually online all the time. This means that it does something no employee can do, it can work 24/7.
Some things the website does while you're done for the day
- Nurture the relationship with existing customers in the form of e.g. a knowledge database or other information.
- Bring in new leads, ready to be contacted the next day.
- Show job seekers that this is a place they want to apply.
- Make sure your message shines clearly even when you're not there to communicate it.
The foundation of all marketing
In today's society, many would probably say and believe that social media is more than enough for their business. I don't think so. I believe a good website is the foundation of all marketing activities you do, both online and in the real world. On the website, you have full control, you own and control the content 100%. It's not Facebook, Google or anyone else who decides how it should work.
I don't mean in any way that you shouldn't use social media, but you should use it to communicate and publish content that is tailored to that particular platform.
Adapt or die out...
I believe that we need to adapt to the market. Today's buyers have much more information available and often spend more time researching who they should use before making contact.
If you have a poor or no website, you won't even be considered as a serious option.