So does your company really need a website?

It’s 2019 and the internet has taken on truly mammoth proportions. The global internet now counts some 1.7 billion sites. People turn to the internet without thinking about it — for shopping, restaurants, businesses and so much more.

And yet, there are still some small businesses that do not have websites. Maybe you’re a local handyman or a plumber. Maybe you are a local pizzeria. Maybe you’re thinking: why do I need a website? Perhaps your business has been steady for many years, you have your local clients and there’s a steady stream of referrals. What would a website add?

Well, the world is changing, and quickly. Any business that doesn’t have a website is going the way of the dinosaurs. Or perhaps, more apropos, they are going the way of Circuit City, Toys “R” Us and Sports Authority. None of these companies properly invested in its digital strategy and all have filed for bankruptcy. They simply thought it wasn’t that important.

The truth is that it’s very difficult to establish your credibility without a website. If I have a handyman (or handywoman) come by to estimate a job the first thing I will do is check if he or she has a website. If not, I will assume that the person has either just started in business or is slightly clueless about the world. If there is a website — even a rudimentary one — I will learn more about the business approach and will feel more confident doing business with the company.

Here are the top reasons that you should have a website ASAP:

Credibility — By investing in an online property (even a very modest one) a business shows itself to be serious and credible. A website is a way of having something speak for you, and it establishes that your business is serious about its relationship to customers.

Accountability — Having a website also means accountability. A website can give testimonials and enable folks to give you reviews. This allows me to see what other people are saying about the business and increases my trust. 

Information — A website is also a great way to simply get the information I need about a business. The phone number, the address, directions to the store, or any other information housed on the website is available to all.

Reach — A website is open 24 hours a day, 7 days a week. Rather than handing out business cards and answering emails and phone calls during business hours, a website can do the work for you. All the information that folks need about you can be housed there, easily.

Your website will be the anchor of your marketing — But it goes beyond just improving credibility and giving people information about your business. Your website is also the anchor for all your marketing efforts, both online and in real life. All of your marketing efforts can point toward your website as the ultimate source of information, service or trustworthiness.

We call this the concentric circle model of marketing.

In this model, your website is the center of a circle, and the concentric rings around it make up your marketing efforts. Moving out from the center are: your online directory listings, your database of customers, your content marketing (i.e. a blog or other articles), your social media pages, and even your interactions with people in real life. All of these point back toward your website as the ultimate source of information, right there in the center.

As an anchor for your marketing efforts and as an edifice to your credibility, a website is something that a business just can’t live without.

Laurie Macomber is the owner of Fort Collins-based Blue Sky Marketing. Reach her at 970-689-3000.

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