How does a website add value to your business?
In some of my previous roles in marketing and PR, I spoke to many small business owners who didn’t understand the rationality behind having a website. They knew they must have one (or were told they must have one), but they weren’t clear what it was doing for their business. They weren’t getting calls, leads or traffic to their website and so felt that it wasn’t serving their marketing efforts like they thought it would. Turns out, in most cases they’d just been left high and dry by the web developer / designer once the site had gone live and left to work out how best to use it. Or, they’d built it themselves using a page-builder such as Wix or Weebly and expected that once it was built, people would come. As a result, these business owners failed to recognise the value in their website, its marketing power and its ability to drive results for their business. Understandable, but there is much, much more to a website than just being present in the digital world…
Value works both ways
If you don’t see the value in your website then any visitors you do have will perceive no value in your website either, and they’ll look somewhere else.
In a world where anything they want to know is a simple click away, visitors are more information savvy than ever in their research for buying decisions. And if you don’t have a website your business is virtually invisible, potential customers are not going to know of your existence, and you’re helping your competitors gain traffic.
With that in mind, I want to highlight just a few of the ways how, when developed properly, your website can generate a tangible return on investment and what you can do to find the value in your website:
Your website is your biggest advocate in the online world
Before purchasing your product or services or contacting you for the first time, almost everyone is going to visit your website first to conduct their own research and get to know your company better. It’s your online calling card. It represents your company.
A good first impression will engage visitors, increase the chances of them returning again, establish trust, and influence the perceived credibility and quality of your business.
Ask yourself what you want visitors to get out of visiting your website? What is the benefit of them using your business? Then ask yourself what do you do when you’re considering making a purchase online or looking for a service that can meet your needs in your area? What do you want to see when you visit a website?
It’s likely you do your research and spend some time reading about their services and you read reviews if possible. This is how your website can be a valuable sales tool for your business and its products and services, whatever your industry.
Your website sets you apart from your competitors
Your website shouldn’t be just a brochure or there just for your existing customers. It has the potential to be the single most valuable marketing tool for your business.
Making the effort to produce good quality content such as user guides, instructional videos, frequently asked questions not only increases traffic and helps to establish your business as a thought leader, it demonstrates your expertise. Your website can become the “go-to” source for information. The more useful these articles are and the more they focus on solving people’s problems, the more likely you are to attract solid leads because your content speaks to the type of prospects you want as customers.
Your website is key to reaching more people, attracting new visitors and retaining those who have already found you.
Your website helps provide a better customer experience
When you have offer useful content on your business website, potential buyers don’t have to call you to find the answers they need. That makes doing business with you more convenient for them, while at the same time allowing you and your team to focus on other areas of the business.
A website also creates another way for your customers or clients to reach you or buy your products or services directly. Your website should be a funnel that guides visitors to take the action you want them to take e.g. a sign-up, a request for more information, a download, or a purchase.
A quick loading website should also not be overlooked. A faster loading site will not only give search engines better ranking signals but it will improve user experience too and can have a direct influence on conversions and sales.
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Attract and connect with the right local audiences
According to a Google Study, four out of five consumers use search engines to find local information such as addresses, phone numbers, business hours, and reviews. For business owners, this is a strong indication that now more than ever it is important to have a robust online presence.
Maximising your exposure to a local market through local Search Engine Optimisation (SEO) will return value in your website exponentially because of the quality traffic and long term, sustainable results it can bring. Search Engines want to rank your business in searches performed in your area!
No other marketing tool offers a better opportunity to grow your business and see real results…
When users have a good experience on your website, they are more likely to purchase products and services from you whether that’s from online sales, phone inquiries, or walk-in visits.
Value is another way of referring to how what you do makes a difference to your visitors and how you meet their needs. If your messaging doesn’t connect and people can’t easily find what they need, then they’ll leave and go elsewhere.
You cannot create a website and expect people to find it. Build it and they will come – is not a marketing strategy! Get it right though, and there’s huge value in a website that connects the customer to you.
If you’re based in Rossendale, or indeed anywhere in Lancashire, and are struggling to see the value in your website or need help in building a website that can work harder for your business, contact us today. We understand the importance of creating a site with purpose.