Designing and creating a website for your business is one of the tasks that business owners often report finding difficulty with. Even if you are highly skilled and qualified in your specific industry, a poorly designed or amateurish website can make your business seem unprofessional and turn away potential customers. In fact, a bad website can be worse than no website at all!
If you are not confident in your ability to design a website, you may be wondering whether or not your business actually needs to have a website in the first place. Lack of knowledge of how to set up and run a site does not itself mean you can’t or shouldn’t have one—there are many companies out there that offer web design and website maintenance.
Here are a few factors to consider when you are deciding whether or not to set up a site.
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What Industry Are You Operating in?
As a general rule, industries that operate primarily online should probably have their own websites. If potential clients or customers cannot find a digital marketing site online, this does not inspire confidence in that business’s ability to use the internet! The same goes for other online businesses in fields such as eCommerce, tech support, and Software-as-a-Service (also known as SaaS).
Some industries may not require much, or any at all, use of the internet. You may be able to simply use directories where potential customers or clients can find you. Some location-based businesses, such as cafes, bars, and restaurants, may bring in enough custom from locals and/or tourists that a website is not needed.
Who Are Your Customers and How Do They Find You?
As mentioned, some businesses bring in customers without having to do much outreach or marketing at all. However, suppose you are running an online business. In that case, you will need to work out your target market, how your existing customers or clients find out about your business, and how you can increase traffic (either physical or online) to your business.
You can use analytics tools such as Google Analytics to find out who your customers are, where they are visiting from, and any other potentially relevant information. If your target market is younger and more tech-savvy, you should certainly have a company website.
What Are the Social Media Options?
Many of the functions of a website can be carried out equally well on social media platforms, many of which are free to use. For example, Facebook has an option to create specific pages for businesses, where users can message the company and even make bookings and carry out purchases!
As a general rule, having a company website is recommended for most businesses. Thankfully, doing so is not very difficult or expensive if you use the right channels, and there aren’t many drawbacks to having one! Whether or not you create a site, you should also focus on other types of marketing, both digital and traditional.