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NORTHWEST MARKETING OPINION

Tuesday June 27 2017

Why should a small business have a website?


every1, a digital marketing agency in Preston, explains why a website for your company, however big or small, is crucial.



Why should a small business have a website?

In business today, customers expect companies to have an internet presence. Having a website for your company, however big or small, is therefore crucial. But aside from customer expectation and every other business having a website, there are many reasons why they can be beneficial for a small business.

From promoting and marketing your business to growing your customer base, every1 Web Development explains why a small business should have a website.

 

An information hub about your company

The first reason why a small business should have a website, is it can work as a hub that holds key information about your company. This is information that a potential customer can quickly access to learn about you and your offerings – without even stepping foot on your business premises. This could include:

·      What your company actually does and sells

·      How customers can buy your services or products, such as order by phone or only in your shop

·      The size of your company and details of your staff

·      Your company’s contact details, such as address, phone numbers and emails addresses 

·      Your company’s aims and objectives

·      Your company history

·      Key news about your company

·      Business rewards you’ve won, customer reviews and recommendations

But your website can be so much more than just being a company information hub. When done well, it can be the cornerstone of the marketing for your business.

 

The cornerstone of your business marketing

The way a website is designed, how it looks and the tone of messaging can reflect your company image and enhance your branding. For instance, a forward-thinking graphic design company might want to have a website that shows them to be modern, creative and trendy. Or an accountancy might want to come across as serious, but trusting and friendly.

Website content can also play a big part in showing you as an expert in your field. Content, like blogs and guides, can demonstrate that your business is experienced, helpful and happy to offer your customers tips and advice. An estate agent, for instance, could upload blogs to explain different types of house surveys, while a company selling cheap bathroom furniture could provide blogs about accessorising your bathroom on a budget.

You can also use your social media channels, like Twitter and LinkedIn, which are good to have when running a business, to show you’re current and always evolving. For instance, you can promote your company blogs on social media, with links to each piece of content. All these techniques can be used to attract and engage new people in your company.

 

Attracting and engaging people in your business

A key benefit of a small business having a website is it can give access to a much larger audience and a potentially bigger customer base. For instance, a web user could do a Google search and find your business online, like what they see, and become interested in using your services.

You can also regularly update your site with high-quality content, like that mentioned above, to improve your search engine optimisation (SEO) and increase your Google rankings. This means you can make your website visible to more people, who might, in turn, want to use your services or buy your products too.

Having a website can also help you keep your current customers engaged in your business. You could add news about your latest offerings as soon as they become available, or distribute a monthly newsletter to advertise discounts to regular customers. This can also help you keep ahead of your competition. If you’re being seen to offer more and do more for customers than your competitors, their audiences might look to using your services too.

 

Converting customers and measuring success

In addition to this, having a website for your business allows you to not just attract new people to your company, but to measure and increase your conversions. This could be the number of people who have become customers and are buying your products, or the number of people enquiring into your services each month.

For instance, you can use an analytics service, like Google Analytics, to carry out valuable research about your audience. This could include their demographic, when they use your site most and what pages are the most popular. You can then use processes, like conversion rate optimisation (CRO), to improve the journey your customers take when using your website, so that they encouraged to become (and remain) a customer of your business. For instance, you could determine what content is the most effective in leading to a conversion and publish content on similar topics.

In doing all this, you can use your company website as a vehicle to better understand your customers. You can give them what they want and, in turn, develop and grow your business for the better.



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