If a business lacks a website in 2018, it’s probably because its owners think they don’t need one. In very rare exceptions this might be the case, but the overwhelming majority of business entities without a website will benefit greatly from getting one.
Simply put, there’s no excuse for not having a website in today’s business environment.
Website design is inexpensive and streamlined. They align business goals with best practices to increase online (and offline) lead generation, brand awareness, customer service, and resource scaling.
In this article, you’ll learn the benefits having a website brings, and the simple process for making it so.
1. Lead Generation
A website creates multiple streams for lead generation, including:
- Organic search
- Social media
- Email marketing
- Referral marketing
Each point interested parties to sales or informational pages. There, website copy and multimedia convince and convert visitors into customers.
How is it done?
- Invest in quality website design aligned to your business goals and industry
- Be everywhere by joining and participating in social media platforms
- Create helpful content shared on the business site, social, and email
These pages and campaigns continue to build lead generation for the duration of their hosting.
2. Brand Authority
The top positions of Google account for most clicks. Inadvertently, customers seeing a brand rank high for keywords often associate a higher value. This higher value increases brand authority – a pseudometric tied to influence.
Example: We think ‘Coca-Cola’ when we hear ‘soda’ or ‘pop’.
Higher brand authority improves your chances for increased:
- Social shares
- Domain authority (via more backlinks)
- Pricing advantage
On-going search engine optimization, content marketing, and social media marketing are three major pillars of obtaining higher search rankings.
Do so, like this:
- Identify 3-5 main topics or offers
- Create an incredible, long-form resource for each
- Optimize each page for SEO and usability
- Create supporting pieces pointing to their associated pillar page
- Include a strong offer, email signup, and branding
The goal is to create the go-to resource for whenever someone seeks that item online. High click through, backlinks and shares are good signals to increase search rankings. Successful branding through these pages will make future efforts “sticky” since you’ve created this authoritative positioning.
3. Customer Service and Resource Hub
A lot of businesses forget the website has a backend purpose for customers and employees.
- A place to voice feedback, inquiries, and find FAQs
- A place to access business information and resources
A well-crafted website will offer transparent answers and information for their customers. This may seem like “giving away the secrets” to competitors but it’s an effective strategy for ranking for terms those competitors are afraid to expose.
Likewise, the website and its hosting become a hub for internal communications, SaaS solutions, and customer service resources.
Here’s how you’d do it:
- Transcribe all answers to FAQs and A) make them blog posts, or B) FAQ page
- Upload documents, forms, and downloadables for employees to access the backend
- Continue expanding these items as you see fit based on feedback
Using your site as this hub also offers employees the ability to access materials when they’re out of the office or if you’re hiring remote employees.
The Benefits Outweigh the Up-front Investment
Website development has become incredibly inexpensive due to themes, DIY solutions, and competition. The days of the $10k+ website is long gone. Even a basic site acting as a business card has more value than none at all.
Do you finally see the value and can look past the financial investment?
If so, then you’re on track for incredible sales, service, branding, and longevity.