More than two decades into the new millennium, the debate over why your business needs a website persists. For many, the inherent value of a business website is obvious. Yet more professional service businesses than you might think either don’t have a full-fledged website or host a woefully neglected site employing outdated technology. What’s behind the lingering digital marketing disconnect?
Welcome to The Digital Revolution
25 years ago, a business website was seen as novel and intriguing. At the time, marketing relied on traditional advertising, referrals, and word-of-mouth buzz. Fast-forward to the present day and digital marketing is now the cornerstone of ALL marketing. From widgets, cars, and houses to romantic partners, doctors, and all manner of professional service providers, the search begins online.
A LOT is Riding on Your Digital Marketing Efforts
Your online presence determines not only if you get found but also the image you project and whether you get hired. And the hub of your digital presence is your business website. To put these stakes in perspective, here’s a closer look at WHY your business needs a website:
Online Presence
Your potential clients begin their search for professional service providers online. And if you hope to connect with these prospects, a business website is a MUST! Even if satisfied clients are sending you direct referrals or your word-of-mouth stock is rising, what do you think the majority of those would-be clients will do before contacting you?
If you answered, “Google your business,” you just scored today’s Daily Double! (Queue the Jeopardy music.)
Establishing Credibility
If a prospect Googles your business and doesn’t find a website or finds a neglected Web 2.0 website, you automatically lose credibility points.
Your website offers a would-be client their first impression of your business. And if your site doesn’t exist, is out-of-date, poorly designed, or doesn’t present your expertise, services, and professionalism in a proficient and engaging manner, prospects – even those directly referred to you or motivated by word-or-mouth buzz – are that much less likely to hire you.
The Center of Your Digital Media Hub
Your website is only one facet of your business’s online presence. Social media pages, Google Business and Yelp pages, and mentions on sites like Patch.com, Nextdoor.com, other community bulletin boards, and local online media outlets are all part of your digital footprint.
But your website is situated at the hub of this matrix. If prospects discover your business through social media or mentions on other online properties, their next move is to visit your website. And once again, if you don’t have one, or if it’s not current or presentable, you’ve likely lost those potential clients.
Extending Your Reach
How much marketing is enough marking? According to direct marketing legend Drayton Bird, it’s when you can pick and choose among your prospects, selecting only the clients you REALLY want to work with.
With tools like SEO (search engine optimization), prospects can find your business website with far greater ease. Using keywords and highly targeted content, you can attract and engage with a much larger audience, affording you the luxury of being selective about the clients you choose to work with.
Always Open For Business
It’s 11:58 pm on Sunday night when your ideal client finally settles down to search for a realtor, accountant, attorney, or financial planner. If you have a website, they can get a feel for your business, peruse your services, and send an email to request more details or schedule an appointment.
In other words, your business website is always open for business. And potential clients can discover your business, find out more about your services, and get in touch 24/7.
Case Closed?
From presence to credibility to reach and continuous access, the case for a business website is very compelling. In the simplest terms, if you want to grow your professional service business, a website is a key component of an effective marketing strategy.
Need Help Launching or Updating Your Business Website?
Whether you’re looking to build a website from the ground up or revive an out-of-date site, I’ve got you!
I’ll develop a site concept, lay out the structure and design, write compelling content, and publish the finished product online. And the price won’t break your bank.
Ready to get started?
Get in touch here: 310.466.7893 | ryan@ryananys.com
