Today, creating a website and getting it featured on Google is not at the core of many companies’ digital strategy. While it must be for several reasons…
In the age of TikTok and Instagram, the humble site seems like an afterthought. From the old school. So useless, perhaps. Here are eight reasons why this is totally wrong and why a website for your business is more important than ever.
I meet many people who run their business exclusively on LinkedIn or Instagram, no problem, thank you.
They get a critical mass of business from a platform and then turn that business into a steady stream of referrals. It’s fine as long as it works. If it no longer works, it is disastrous.
Here are some of the reasons why it is important to invest in building a professional website and why your business needs a digital home of its own.
1. There is nothing more powerful than a professional website to create awareness, appreciation and trust.
If for some reason your rental platform (social media) stops working, there is no digital local sale for you 24/7.
No place where, under one roof, anyone can know who you are and what you offer.
If you sell services or services that require a significant investment from the customer, potential customers should get to know you, like you, and trust you.
Of these three elements, I would say “trust” is the most important.
My clients are all over the world, and I haven’t met most of them in person. However, they pulled out their credit card and sent me thousands of euros or dollars online.
Because they can find out on my website.
They can browse my portfolio, read testimonials of all my clients. Get an idea of who I am on my About page.
On my website a potential client can see large, clear pictures of my face. If he wanted to go further, he could read one blog post after another.
Some of my articles are informative and related to the topic of putting a website online, others are more personal, like the story of how and why I left my job.
Last month, a client told me that she had finally decided to hire me after reading this article.
2. You need a website for SEO
If you don’t have a website, nothing will bring you prospects and customers who are not already part of your referral network.
The simple fact is that when most people search for a service, they search and base their decisions on multiple searches on Google, not passive scrolling through Instagram.
The only digital property you can improve for SEO is your website.
Even if your business is powered by referrals, you still have to build your list, authority, and brand recognition beyond your referrals.
Attracting people to your website helps you achieve this goal.
If part of your marketing strategy is to create content (which it should be), you can also optimize it for SEO to add an extra stream of leads.
These leads should land on your website.
3. The website showcases your expertise
There is no platform that shows what you can do better than your own website. You can create portfolio pages and publish tons of blog posts and articles. Include a podcast or video feed that speaks directly to your ideal customer.
The content on your website gives you the opportunity to show your potential customers that you understand them.
You can solve their problem. You can help them.
4. Your website stands out from the crowd
The website not only shows what you can do, it does it without distraction.
You are not putting yourself together with a bunch of other accounts trying to do the same thing and vying for the same attention.
Instagram, LinkedIn, etc are all big, loud and boisterous carnivals.
Visitors can move from person to person, from room to room, or simply passively consume an endless stream of information.
When people land on your website, they are at your house. It’s just you and them, without any distraction.
If your website is well designed, it can grab the visitor’s attention, and is the most valuable resource of all.
5. A professional website that gives legitimacy
If someone tells me they don’t have a website for their business, right or wrong, I say, “Oh, he’s not serious.”
Even if that’s not the case, I’m making assumptions: they don’t want to spend money, they’re afraid to show off, and they don’t understand what an online business should be like these days.
Creating a website is a huge challenge.
6. The website allows you to sell products and book services on autopilot.
At some point, you may want to sell media products or services online.
Or you may want to allow customers to book your services or sign up for your mailing list. Better to do it on your own website.
All major website platforms now have an e-commerce component, where you can integrate a schedule or sign up for newsletters.
Your website is the best place to do this, for all the other reasons mentioned in this article.
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7. Your website is the home of your brand.
The clients I work with often have 100% referral-driven business.
They are not trying to generate leads or business through their website. LinkedIn is probably their biggest platform and their potential customers are looking out there to see who they know; It is a mechanism for building confidence and legitimacy.
But you also need to think about your brand.
You don’t want to be the one who drives a Lamborghini but lives in a cabin.
In this analogy, “the booth” is your website. Your website is a primary digital presence that communicates with you and what you do.
If you don’t need a website to prove your thought leadership, you can at least refer people to it.
If you create a lot of written content, I think it’s better to host it on your own platform rather than someone else’s platform, which you have no control over.
One of my clients writes most of her texts on LinkedIn. She didn’t want to duplicate all her efforts with a blog on her website.
I found a tool that allows you to move your LinkedIn posts to your website. You can do this with any social media platform.
Even if your site is just a business card or brochure, it is important that it has a presence, looks professional, and conveys your brand.
8. The website allows you to collect important data
A website can give you access to information that you can’t always get on social media platforms.
Where did people find you, what content did they click on the most, what content was ranked highest by Google, and where on your website did they sign up for your mailing list?
You also get metrics on how people book you. This gives you important data on which to base your budget and your sales and marketing activities.
Well I am a web designer telling you that you must have a website, what a shocker.
In any case, these eight reasons should be enough on their own to support my point.
If you don’t have the budget to hire a website builder, the least you can do is buy a domain and create a website, that way your domain will start the aging process to help SEO.
Your future website will thank you!