4 Reasons Every Small Business Needs a Website in 2024
Over the last decade, there has been a dramatic shift in business and the importance of having an online presence. Being a millennial, I grew up with the internet. I remember getting our first home computer and discovering MySpace. It also meant that I could finally shop at the stores I wanted to, despite living in rural South Alabama. Seeing how e-commerce alone has expanded has been really cool, but it also brings in some new challenges. It’s now more important than ever to have a highly functional and unique website to stand out among competitors.
Users are prioritizing websites that have aesthetic designs and still retain their functionality. As the internet has expanded we now have high expectations for digital spaces. If we hop on a website that has little information or isn’t functioning properly, we will likely exit the website and look for another one. This can be the difference between a customer shopping or booking with you, versus a competitor.
If you’re interested in learning more about how a website can amplify your biz and help you stand out online, keep reading!
Credibility and Professionalism
Compare businesses with and without websites in terms of consumer perception.
It has become the norm for folks to turn to Google, Instagram, Pinterest, and other search platforms in order to find certain businesses and service providers in their area. While all of these platforms allow you to have your own business profile, some of which are more annoying than others (looking at your Google Business), but allow you the opportunity to get in front of new people looking for businesses like yours.
The problem here is that they offer very little information about what you do and who you are. They are essentially business cards, which you need to link to a website to give your customers more of the information that they need before choosing to shop or work with you. Having these platforms PLUS a website is the foundation of trust-building with your audience.
These platforms begin to build social proof and trust, but your website is still an integral part of the “sales funnel”. I hate using that phrase SO MUCH, but it’s the best descriptor I have here. Your goal as a business is to make money, so you have to do the work to get the sale. With a steep increase in sketchy websites and dropship scams, building a strong foundation of trust with your customers will go a long way.
Let’s imagine two different service providers are trying to bring in clients to their business. They are trying to target local customers and they both have a website, Instagram, and a Google Business listing.
Business A has a website but they haven’t put much time into it. They just have one to have one, so they spend a lot of time on social media instead. They keep gaining a lot of followers, but no one is biting. They realize they aren’t gaining local followers, and since they do in-person services this doesn’t help them very much. They started this business assuming a high follower count would get them more bookings. Their website doesn’t explain the services they offer, or guide the user to book.
Business B has a small local following on social media and an optimized website. Their branding is consistent on their website and social media, which has made them very recognizable among their competitors. When you visit their Instagram, you can easily visit their website and figure out what services they offer, prices, and location. They have booking links connected to their Google Business listing, which contributes to their new monthly client bookings. Their website shares social proof and demonstrates their knowledge in their industry, which encourages users to book with them.
Increased Visibility and Reach
When you begin the journey of business ownership we often don’t consider all of the different roles that go into making a business run smoothly. You are suddenly forced to wear literally every hat - now you’re up at 2 am thinking about Instagram reels and blog posts (ahem, hi it’s me). It’s kind of (really) exhausting having to be a digital marketing wiz on top of creating the product or service you’re selling.
A website is a 24/7 sales representative that works for you even when you’re sleeping. Now, it takes time and effort to get website visitors and you have to make sure those visitors stick around and buy what you’re selling, but once your system is in place it can make your life a whole lot easier.
I for one, do love social media. Well, I love and hate it. I love it until I see something that makes me mad and then I hate it. But all in all, I do think it is a very valuable tool that can help foster a community of like-minded folks who are all about what you’re all about. Even if you’ve come to the point where you have a warm social media audience that loves you, creating content can still be really exhausting. Ideally, your website will allow you to rely less on social media and drive visitors to your website who are already looking for what you’re offering and will guide them through the sales process.
Regardless of the type of business you are, you can also benefit from e-commerce. Selling your wares to a broader audience lets you connect with folks on a potentially global scale to get your goods into the hands of people who obsess over them. I can’t tell you how often I have come across an Instagram profile of a super cute restaurant or cafe that I would buy a mug or a t-shirt from because their branding is just that good. This can be a great buffer during slower periods of business, and it also builds brand awareness outside of your local region.
Showcase What Makes You, You!
For a lot of businesses, their website is the first space a customer is interacting with them. I often work with beauty service providers, like lash artists and estheticians, and your website as a service provider is an opportunity to let your personality shine through. I started out in the beauty industry in 2013 and the seasoned stylist I worked under reminded me frequently that people will stay with you because they like YOU, even if your work is just okay. And it’s true! When I started my esthetics business as a lash artist, I was NOT putting out the level of work that I am today. But unique branding and an easy-to-navigate website brought clients in, and they stayed because they liked me. My branding and website conveyed who I was to them before they ever entered my studio which attracted very aligned clients. I still see many of my first clients almost four years later!
When you have a cohesive brand and website, you get to tell your story. People buy and book based on why you do what you do, not what you do. This has always been an interesting part of sales for me. I don’t love emotion-based marketing that is misleading or, well icky. You know the whole “make $1 million in your sleep by tomorrow and solve all your problems if you buy my $99 e-book”. It’s giving MLM and it isn’t a vibe for me. However, I do appreciate knowing the why and purpose behind the folks I choose to spend my money with.
A big why for my esthetics business was gender-inclusivity. I wanted to create a space where all folks who wanted beauty services could feel welcome, safe, and validated. This was communicated on my website and booking page - and I backed it up with gender-neutral language and provided the option to include pronouns and preferred names on their booking form. Your why is a part of your story and what makes you, you. Just make sure it’s authentic and that you can back it up.
Aside from those things, it’s also a chance to have FUN. Web design trends change frequently, but I have really been loving the increase in maximalist web design. Minimalism doesn’t mean professional. You’re allowed to use color. I mean it when I say it’s a chance to showcase YOU. This will also align you with those ideal clients and customers who will obsess over your site and brand - and share it with their friends.
Cost-effective Marketing Tool
As I mentioned earlier in this blog, utilizing social media and a website is great for connecting with your audiences. However, we all know that social media can feel like a toxic wasteland where all of our hard work goes to die. Getting thrown into the void that is the algorithm can be really discouraging, especially when you are new and excited - but the traffic just isn’t flowin’!
Your website is a way to connect with your audience outside of social media. It can also funnel people to your profile and into your e-mail marketing funnel. These integrations give you numerous opportunities to nurture your audience and connect on a deeper level, in ways that other marketing tools may not be able to.
While you may need to put forward the initial investment for web design, copy, and SEO strategy - once this system is flowing, you’ll get to enjoy a more automated approach to your business. Finding ways to save you time and money in your business will help you show up as a better business owner - since you won’t be burnt out from wearing 14 different hats.
If you’ve made it this far, thanks for sticking around! I hope this has helped clarify some of the reasons why it’s imperative for business owners today to have accessible and memorable websites. There is a lot that goes into building a successful business and brand - showing up authentically to your audience on all platforms helps nurture brand loyalty and align you with the folks you want to be working with.
If you’re considering taking this next step for 2025, now is the time! I have room for new client projects before the new year. You can apply here or reach out to me at marci@marmaladestudio.co if you have questions!
