If you’re a business owner on the fence about creating a website, I’ll save you some time—you need one. A good one. A professionally designed, lead-catching, sales-increasing, brand-differentiating website.
Consumer behavior changes over time to adapt to modern technology, and consumer behavior has changed to adapt to the digital age. I’ll give you an example—the Yellow Pages. The telephone was a disruptive new technology in the late 1800s and changed the way consumers did business. As more and more households began to use the telephone directory to find local products and services, business owners realized advertising in it was a smart bet. By the 1930s, advertising in the Yellow Pages was standard operating procedure for most businesses.
Then came the world wide web and a new disruption to the commercial status quo: the digital transformation. As more and more consumers realized they could find what they needed online faster and more effectively than a phone book, behavior shifted away from using the printed directory. By 2011, 70 percent of all Britons rarely or never used printed phone directories. Also in 2011, more than 59 percent of consumers were already going online to find local businesses.
Fast-forward to 2019, and the number of consumers that go online to find a local business has jumped to 97 percent. If you want them to choose your company, you need to be found online—meaning you need a website.
REASON #1:30 PERCENT OF CONSUMERS WON’T CONSIDER A BUSINESS WITHOUT A WEBSITE
Your website is your number one marketing asset because we live in a digital age. Britons spend on average 23.6 hours online per week and are on their mobile devices for up to five hours per day. By now, consumers expect companies to have an online presence (including a website) and will consider a company that DOESN’T have one as less professional.
REASON #2: PEOPLE ARE SEARCHING FOR YOU ONLINE
One of the benefits of having a website for small businesses is to be where your consumers are. There’s a reason so many companies invest in a website with search engine optimization (SEO): 97 percent of people go online to find a local business, and 93 percent of online experiences begin with a search engine. Believe it or not, there are 3.5 billion searches on Google per day, and at this very moment, there is someone in your area online and searching for your exact service. Guess who’s getting their business? Not you.
REASON #3: THE MAJORITY OF OF CONSUMERS USE WEBSITES TO FIND AND ENGAGE WITH BUSINESSES
Yup. According to LSA’s (Local Search Association) April 2017 report, “The Digital Consumer Study,” 63 percent of consumers primarily use a company’s website to find and engage with businesses. That’s a pretty big chunk of consumers. Combine that with the fact that 93 percent of online experiences begin with a search engine—you do the math. Another compelling reason your business needs a website? Research by YellowPages and LSA found that, on average, consumers use approximately three sources before making an individual purchase decision, and 30 percent automatically strike a business from consideration if they don’t have a website.
REASON #4: COMMERCIAL TRANSACTIONS IN EVERY INDUSTRY—INCLUDING B2B, INDUSTRIAL, AND MANUFACTURING—ARE INFLUENCED BY DIGITAL WEBSITE CONTENT
The majority of companies that don’t have a website say it’s because their industry isn’t online. I hear this mostly from business owners in the B2B, industrial, and manufacturing industries.
If that’s you, I’m gonna have to call you out on that.
A full 75 percent of B2B buyers say digital website content significantly impacts their buying decision, and 62 percent say they can finalize their purchase selection criteria based on a website’s digital content alone.
The average B2B buyer now makes an average of 12 online searches before interacting with a vendor’s website, and they are already 57 percent of the way through the buying process before they want to speak with a sales representative. Even for industrial and manufacturing companies—67 percent of purchases are influenced by digital. Not only that, but half of all B2B customers today also expect a supplier’s website to be a helpful channel and more than a third expect the site to be their most helpful channel.
REASON #6: YOU NEED TO ANSWER BASIC QUESTIONS QUICKLY
This is especially true for B2B companies. People visit your website when they want to know something or do something. They also expect immediate gratification, which means visitors should be able to answer three questions within three seconds of landing on your website:
We live in an age of NOW, where consumers want the information they seek immediately—meaning your company’s website should answer each of the questions above without the user needing to scroll down the page at all.