Do I really, like really, need to have a website? Can't I have a successful business without it?
If you're a small business owner googling this question, you've probably heard way more yeses than nopes.
In my opinion, it depends.
It depends on what stage you're at in your business, what your business is, who your target market is, and another factor or two.
So let's talk about:
5 Reasons Why You Don't Need a Business Website
1. You're just starting your business
When you're just starting your business, you might not need an entire website. To start, you could just have a landing page.
I'm borrowing this definition of a landing page from Unbounce because it explains it so well:
"In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.
"Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short)."
If I were, let's say, starting a business as a holistic nutritionist or life coach, I would start with a landing page with the sole focus of building an email list by offering a freebie. That way, I could continue nurturing the people on my list and sending them offerings or specials from time to time to help generate revenue for my business.
Going this route first also gives you the benefit of collecting customer data that will be very important when it comes time to craft the messaging on your website.
2. People are desperate for your services and are on the look-out
Let's say you're a family doctor in Canada. And you just settled in Winnipeg, Manitoba (said to be the coldest major city in Canada with temperature drops to -30 degrees Celsius or -22 degrees Fahrenheit for our friends south of the border).
Your skills and expertise are in short supply and people are desperately searching for you.
You literally just need to put up a sign in large, legible font that says "Family Doctor. Accepting Patients" facing a medium to high traffic area and BOOM! People will sell for you by word of mouth because they've been hoping for a family doctor to move in their neighbourhood.
No website needed.
3. Your target market isn't online
If your services are catered to people born around or before WWII, many of them aren't using social media or "surfing the web." Having a website might not be a priority.
However...it also depends on who the decision-maker is. Your services could be catered to an older generation, but perhaps it's their children who are searching for your services to help their parents.
Basically, for this one, know who the decision-maker is for your services. If the decision-makers not researching online for your services, it's likely not a priority to have a business website.
4. You don't want to grow your business
You might have heard me say this a time or two, but your website is your silent sales partner. It should be bringing in leads and selling for you 24/7.
Of course, that's on the condition that you want new business.
If you don't, you likely don't need a business website right now.
5. You get business through word-of-mouth
You're doing an amazing job for your clients and they gladly send business your way. You're doing something right! You likely don't need a website for your business...for now.
However, monitor where your business is coming from because things can change pretty quick. For example, if you regularly get referrals from 1 or 2 clients and something happens to them, there goes your source of leads and future business.
So, although it may not be critical now to have a website, I would recommend at least researching how to go about it, who to hire, costs, timelines, etc. That way, you'll be more prepared when the time comes.
6 Reasons Why You Do Need a Website for Your Business
1. You're in growth mode
Your business is doing well and the natural next stage is to grow your business.
First of all, congratulations! Take a moment to pat yourself on the back and celebrate. Becoming a successful business owner is hard won.
(Moment of silent celebratory reflection.)
Having a website for your business should be part of your growth strategy. It increases your credibility, helps you look professional, and, in a world where the majority of people are researching online before making a decision to buy, it's needed.
Don't overthink this decision. Just do.
2. People have a need, but they don't know you have the answer
You have a solution to a problem that your target audience doesn't even know exists.
Let's use the weighted blanket as an example. It was first invented to help people with autism ease their symptoms. (Read this article if you're interested in the history of the weighted blanket.) It's a great example of a not-well-known product that has a solution to a need, but people aren't aware that it exists.
If you have such a product or service, having a website would be an important part of your marketing so that you can spread awareness.
3. Your target market is online
If your target market is searching, researching, and buying online, you absolutely need to have a website.
In fact, stats I've seen say that anywhere from 53% to 93% of shoppers are researching online before making a purchase.
This applies not only to product-based business, but service-based, too.
So if your target market is online, having a website is a no-brainer.
4. Your business model relies on new leads for revenue
Think of a realtor.
With few exceptions, the vast majority of people are not buying a new house every month or even every year.
That means that someone in the real estate industry is always on the look-out for new clients. Getting leads would be a critical part of their strategy.
If you rely on a steady flow of leads to maintain your business, I highly recommend a website.
5. You recognize that social media is...unreliable
I'm exaggerating (only slightly) when I say this.
Social media is the bane of my existence.
I dislike that I have to use it as part of my marketing strategy.
It requires you to stay up on the latest algorithms, new features, new social platforms, changing trends, blah, blah, blah.
Your account can get hacked.
You can get kicked off or locked out of a platform and lose all your followers and contacts.
You can leave a social platform feeling bad about yourself or the state of the world.
It's designed to keep you on as long as possible, drawing you further and further into a distorted world, and sucking away your precious time.
It's rented space—you have no control over how they choose to use your information. You don't own your account.
I could probably think of one or two more reasons why social media shouldn't be your only marketing strategy.
Enter the website.
You own it.
You can choose how it looks, what words you want to use, how you want people to feel when they arrive there.
You have total control over it.
You can use it to build an email list and continue to keep in touch with people who want to hear from you—they're the people most interested in your products and services.
Your social media efforts should be pushing people to your website.
GET A WEBSITE!
6. You're in a competitive market
If you're in an industry where there's a lot of competition, a website, if done well, can set you apart.
It can help differentiate you by:
the words and language you use (a.k.a. your "brand voice")
the colours, graphics, and layouts you use (a.k.a. your "brand style")
having stellar optimization so that your website shows up on the first page of Google, which helps you get more leads without having to pay for ads
If this is you, seriously consider getting a business website.
Psst... If you need help supporting your business goals through your marketing strategy and website, book time on my calendar and see how I can help you.
ABOUT THE AUTHOR
As a published children's author, StoryBrand Certified Guide, copywriter and marketing strategist, Sandra Beatty helps service-based business owners convert web visitors into leads by implementing website and marketing strategies and getting clear on their messaging.
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