Your website is the pathway to your brick and mortar store.

In fact, studies indicate that most “online shopping” is actually online researching, with 81% of consumers researching online before making a purchasing decision.

“Simply put, not having an effective and engaging small business website is a major obstacle for your business growth and success. Even if you have a brick-and-mortar business potential consumers will look for you online first. If they do not find your small business they will go to one of your competitors. Is that really what you want?”

 

Source: ESPRESSO.digital

Websites Give Small Businesses An Online Presence 

Having a compelling online presence plays an essential role in small business marketing. This can be accomplished, in part, by maintaining a professional-looking, up-to-date and mobile-friendly website.The following small business website statistics from ESPRESSO.digital indicate why:

  • 91% of customers have visited a store because of an online experience
  • 37% use the Internet to find a store at least once per month
  • According to Google’s 2015 data, 50% of consumers who conduct local searches on their smartphone go to a store within 24 hours, and nearly 20% make a purchase within a day
  • Of the small businesses that have websites, 69% of them are having annual sales of $1,000,000 – $2,490,000

A business website will help you connect to Internet users, establish credibility for your brand, and gives you a place to showcase your products and services. Simply put, having a strong online presence is an essential part of your marketing strategy.

It’s Not Enough for Small Businesses to Just “Have” a Website

“It’s easy to have a website rather than have a great website,” says The Retail Doctor. But content goes out of date and consumers develop new demands, so unless you’re thinking like an up-to-the-minute shopper, your website will often be out of date, like many of the small business websites included in these ESPRESSO.digital statistics:

  • 97% of all small business websites are ineffective
  • 23% of small business websites get updated less than once a year
  • 70% of small business websites have no call to action
  • 68% don’t have an email address on the homepage
  • 82% of small business websites don’t have social media accounts

Your website’s design should focus on the needs of your target customers. To achieve this, it must be easy to access, simple to navigate, and it must contain engaging content that consumers will find useful. Additionally, as online trends and shopping behaviors change, you’ll need to adapt your website accordingly to meet the needs of modern consumers.

Small Business Websites Need to Be Optimized for Mobile

In an age of Snapchats and Tweets, successful companies will need to build and maintain user-friendly and engaging websites that are mobile friendly in order to attract and keep customers. That being said, many small businesses aren’t taking advantage of mobile. Check out these surprising statistics from ESPRESSO.digital: 

  • 94% of all small business websites are NOT mobile-friendly and will not render successfully on mobile devices or smartphones
  • According to Google, the majority of searches come from mobile devices, even if a desktop is available
  • According to Google’s 2015 data, 50% of consumers who conduct local searches on their smartphone go to a store within 24 hours, and nearly 20% make a purchase within a day

Today’s consumers rely on a cellphones, tablets or mobile broadband connections to access the internet. To ensure that you don’t lose out on traffic and sales, make sure you optimize your website with a responsive design that will properly display your content on mobile devices.

Conclusion

All small businesses, regardless of their industry, can benefit from a website. After all, the primary goal of your website is not to drive online sales, but to increase overall revenue for your business by providing users with a convenient way to find and connect with you online.

Modern retailers who use their small business website as a tool to connect with customers online achieve an average growth of 15-50%.

About Author

Sherene Funk

Sherene Funk is a voracious reader who owns more books than she can ever read in this lifetime (but that doesn't stop her from collecting more). A graduate of Brigham Young University, she has published several humorous non-fiction articles and worked in advertising for many years before moving to her current position as a writer on modern retailing at Rain Retail Software. She researches non-stop to see what successful retailers do and loves to share what she learns with other small business owners through informative articles that address their unique needs.

Share This