The real question is whether a website would benefit your business and how much to invest into it at what time.
To answer that, let's explore how a website can serve your business, understand the real benefits, and then discuss some challenges and hurdles. We'll also identify when investing in a website might be advantageous or when it might not be necessary.
Some Big Benefits of Having a Website
1. Global Reach and Accessibility
A website acts as a bridge between your business and potential customers worldwide. For instance, if you offer unique handmade crafts, your website can connect you with craft enthusiasts globally, expanding your market beyond local boundaries. The World Wide Web enables anyone with internet access to find and engage with your business.
2. Round the Clock Employee with 24/7 Availability
Think of your website as a tireless staff member. It can function as a fundraiser, secretary, or customer service representative by answering frequently asked questions, booking appointments, or even processing sales. For example, a local bakery can use its website to take cake orders at any time, even outside business hours.
3. Street Credit (aka Professional Appearance and Credibility)
If a business doesn’t have a good website or isn’t on Google Maps, is it even real? Most people today rely on the internet as a source of information about what is out there and how much they can trust it. Not only can your website bring you business, but it shows people you mean business.
Some Downsides and Hurdles
1. Visibility Challenges
With billions of websites on the internet, simply having a website doesn't guarantee traffic. For example, a new online clothing store won't automatically attract visitors without employing strategies like search engine optimization (SEO) or social media marketing. Techniques like creating a "lead magnet" (e.g., a free e-book or discount offer) can effectively draw potential customers to your site.
2. Cost and Maintenance
While a website can save money by automating tasks, it isn't free. Costs include hosting, domain registration, and additional services for specific features. For instance, an e-commerce site might need to invest in secure payment processing services to ensure customer data protection.
When a Website is Helpful
Established Businesses: For an established business, having a website is a professional must. It enhances credibility and provides a platform for showcasing products or services. For example, a law firm with a website can display client testimonials and case studies, building trust with potential clients.
Booking and Sign-Ups: Websites can significantly boost bookings or sign-ups by simplifying the process. Statistics show that businesses with online booking systems see increased customer engagement.
Fundraising or Selling: A website is essential for businesses involved in fundraising or selling products. It provides a centralized platform for transactions and promotions, making it very easy for end users to complete transactions (i.e. make a payment).
Event Promotion: If you have a specific event or offering, a website can effectively promote it and capture data for follow-up marketing.
Lead Generation: When you have a strong "lead magnet" and an email follow-up plan, a website can be a powerful tool for generating and nurturing leads.
Resource Investment: If you can invest time, money, and effort into marketing, a website can be a valuable asset for driving traffic and conversions.
When You Might Not Need to invest in a Website
Survival Mode: If your business is in survival mode, focusing on immediate cash flow might take precedence over investing in a website.
Limited Resources: Without the time and resources to pay for hosting, domain, and maintenance costs, a website might not be feasible.
Networking Focus: If your business thrives on individual networking and personal connections, such as a freelance consultant, a website might not be necessary. Instead, direct interactions and referrals could be more effective.
In conclusion, whether or not to invest in a website depends on your business stage, resources, and goals. While a website offers numerous benefits, it also requires strategic planning and investment to be effective.
