Do you care if your business grows?
Unfortunately, I run into small business owners that severely underestimate the impact that their website can have on their business.
They either don’t have a website or neglect organic and paid search results. All of these options are limiting to marketing your business.
So, we are left with a question.
Why neglect one of your best friends in finding new customers?
The answer to this question can be a complicated one, but I think it ultimately boils down to four things.
Small business owners…
- Don’t recognize the business potential they are missing out on.
- Decide not to put the work or investment required to do well in this area.
- Never find the time to invest in this crucial area.
- They have no idea where to start.
Websites are Worth the Investment
You found an all-star employee and decided to hire them.
Over time you found out that they are always on time, work hard and they market your business for you.
Overall, they do an excellent job of representing you and your company.
Would you want this person to continue working for you? I know I would!
The fact of the matter is this… this employee does exist and is real. It’s a well-designed, well performing website.
Great websites can cost a chunk of change, but in the end, they have an excellent return on investment.
Why? Because they bring you business.
They work for you 24/7. No person will ever do that.
Here’s what I recommend every business website have:
- Search engine optimized content
- An easy to use, easy to navigate design
- A mobile-friendly architecture
- A blog, filled with educational information related to your field; not marketing fluff
- Easily accessible contact information
- An SSL Certificate
- A yearly website content review, to update old information
This list is just a starting point. If you implement it, your website will have a strong foundation.
The Proof is in the Pudding
Several years ago, I did a project for the company I am currently with. We had people sign up for classes that we were hosting, and they required people to answer how they found out about us.
I sifted through information for that year and found out that a whopping 50% of our customers had found us through Google.
That’s HALF of our business! That’s an insanely high percentage!
Consequently, most of the website traffic came through organic search results, while other portions of the traffic came through social media posts, and paid advertising (Google Ads, Bing Ads, etc.).
What Works? What Doesn’t?
You can (somewhat) get away without having paid ads, but only if you are dominating on the organic search results end.
The truth is, this is a difficult thing to do and it requires a lot of energy, time, and patience.
Fortunately, in our area of business we are in a very small niche. So, it’s a lot easier to rank organically in the search engine results.
On the other hand, if you don’t show up in the organic search results, then you are forced to rely on paid advertising search results. And if you don’t pay for ads on Google or Bing, then you are neglecting one of your best marketing opportunities.
In conclusion, we can’t afford to underestimate the value of having a well performing website.
It’s worth the amount of time, energy, effort, and resources that go into it.
Remember, Google is your friend. Don’t ignore your friends.