Peer pressure is generally looked upon as a bad thing. You shouldn’t always feel a need to do what others are doing. Even though peer pressure isn’t really a concept in business, the opposite principle can sometimes work: you don’t want to always go against the trends.
That’s especially true in marketing, because marketing trends often follow what customers are doing. There’s room to be unconventional, but there are a lot of ways in which you don’t want to be different from the crowd. One of those things is not having a website.
In 2020, every business absolutely needs a website. It doesn’t matter what kind of business you have, or how you get the majority of your customers, you should have a website.
A website is the #1 way you communicate and show your business to the outside world. That means a website, or lack of one, sends messages to anyone who comes across your business name. For better or worse.
What does it communicate?
For one thing, it communicates your level of professionalism. That’s extremely important, because you want people to buy your product or service. I’ll get to that later though, because far more important here is that your customers EXPECT you to have a website. Most business is done or initiated online through search engines, so customers expect to find information about the businesses they couldn’t potentially buy from.
If you don’t have a website, you’ve automatically failed to meet your customers expectations, and a very basic one at that.
That sounds harsh, but think about what a website does for communicating this professionalism:
Simply put, a website means you care. It shows you want customers to know about you, that you have attention to detail, that you are invested in your business, and more. That’s why lacking a website means failing customer expectations. They expect to be able to learn more about you without having to call your company and ask a dozen questions.
That’s why shopping on Amazon is such a great online resource. People can buy anything they want and learn everything they could want to know about a product without holding it or calling the seller. The ones that don’t have good product info? They don’t sell.
But what about social media?
Your website is your #1 marketing tool, even above social media. Social media can convey a lot of important messages, but not like a website can. Social media is not as comprehensive, customizable, or as relevant to all business models as a website is. A website is unique to your business, and information on your business can be expressed and portrayed virtually any way you want. That's not always possible with social media due to the limits of each platform.
Facebook is the most versatile, but even it has its limits.
The relevance factor is particularly important, because of how online business is initiated. Not every type of business has customers engaging in the buying process 100% of the way through social media. For example, HVAC or plumbers. People don’t go on Facebook (or Instagram) to look for plumbers. Or Twitter.
What it all comes out to is this: a website keeps you relevant in the right places, in the right ways. The majority of your competitors are also going to have websites, which means you’re behind if you don’t have one. So it's also a matter of staying relevant in terms of being competitive. This also ties in with communicating your business with its legitimacy, credibility, and services. Read the post "Why Digital Marketing Matters"- it doesn't matter how good your message is if the right people can't find it.
Every business needs a website in 2020.
If you don’t have one, let’s get started on it today!