Introduction
You’ve probably come across other articles on this website that explain the importance of having a brand that stands out. And they may explain that one of the ways to stand out is to have a website for digital presence.
So, why shouldn’t your business have a website? The obvious answer is every business should have a website. But suppose you find yourself conflicting about your business priority and the need to have a digital presence and do digital marketing campaigns. In that case, this article aims to highlight and alleviates those concerns.
There are many reasons why small businesses and small business owners might not need a website.
From our experience working with some small business owners, we can deduce the top five reasons they are better off doing business without a website.
Remember that this is not an exhaustive list, and every business is different. Suppose you are thinking about starting a business. In that case, it is vital to assess your needs and decide whether or not a website is a suitable investment for you.
Before we jump to some of those reasons, let’s talk about the importance of a website for small businesses and startups. See our guide for how to get started online for detail.
A business website brings more brand visibility
Have you ever searched for “Chinese restaurant near me” on google?
What about checking the restaurant menu before driving or calling them?
Now, imagine Google recommends two restaurants nearby. One has a website that features its menu and hours of operation. The other simply provides a phone number to call on Google. Which one would you order from? Yes, that’s the power of brand visibility.
Many mediocre and low-quality restaurants out-compete the competition because they do everything to reach out to customers. And a website is often one of the strategies.
A business website proves your brand credibility
A few years ago, a company brochure with a phone number was essential for a business owner. Nowadays, a website and social media presence have become more important to potential customers’ perception of your company.
No matter what business you do, a website can help build brand credibility with current and future customers. Getting your business a Google Profile, Meta or Facebook Page, Instagram account, and Pinterest doesn’t require time.
A business website is important for digital marketing
Our common sense knows how tedious traditional marketing is. It costs money to design and print flyers and to advertise in conventional media such as radio, tv, and newspaper. It’s lots of work!
Digital marketing proves to be quite different than some of those methods.
Digital advertising on the Meta Platform, Google, and other social media is far cheaper. They are also more efficient and far-reaching.
A business website helps with products and services appearance
Appearance is critical to the purchase of goods and services. This is very crucial, especially for startups.
Your business website provides more flexibility and control over how you want to show what you’re offering. You can feature your products with photos and videos, an excellent way to engage potential customers and increase sales.
Also, a website gives you control of your brand, product data, customer relationships, and, most importantly, the customer’s buying journey.
A study by Harvard Business found that brands that control the buying journey make two times more money than those that don’t.
A business website helps differentiate your brand
It may sound cliché, but it makes excellent sense. Differentiating yourself is the only opportunity a business has to compete. There are currently thousands of companies selling similar products and services you have. Most of them will also use their website.
A website is essential because it differentiates your business from the competition.
Your website can be customized to highlight what makes your business unique, which can help you attract new customers.
Additionally, your website can provide information about your products and services, which can help customers make a purchase decision.
Strategically target your customers through a website
A business website can help you understand your customers better. Whenever customers access a website, a vast amount of data is collected to analyze the user behaviors. All these statistics can assist you in identifying and targeting a specific customer base. It helps identify content liked by people who visit your website.
Having those data also provides your business with ways to improve user experience. That is done by improving the quality and quantity of web design, products, and services. Those crucial nuggets of data ultimately translate to increase sales.
Some business owners believe that they can use social media platforms, such as Meta, to replace a website. While it is true that you can use social media to connect with customers and promote your business, it should not be used as a replacement for a website.
A website provides potential customers with a place to learn more about your products or services, and it also gives you a chance to rank in search engines. Social media platforms come and go, but a website is something you can control.
Now that you understand the importance of a website for your business. Let’s talk about why it may not be the best business decision in the short term for some companies. Of course, if your business plans to prosper in the digital age, It’ll need a digital presence–a website.
Reason #1: Maintenance cost
The #1 reason that we’ve heard that small businesses don’t have a website is the belief that it’s expensive to build one.
The reality is creating a website is super cheap. But like every aspect of your business, continued maintenance may cost you a lot of money and time. And the more dynamic your website is, the more time it requires.
So, small business owners should avoid a website if the short-term cost outweighs the benefits. Especially if you are just starting out and don’t have the budget to invest in a website.
If you have the budget, consider the time or expertise to create and maintain a high-quality website.
Reason #2: Niche local business
Some local businesses should definitely steer away from having a website unless there’s a good reason for having one.
For example, a small Brazilian convenient store around the street corner is likely to benefit more from reaching out to customers on social media and Google Profile than from a website.
It’s doubtful a small business will benefit from a website when the target market is in its backyard.
Reason #3: The benefits of the marketplace outweigh a website
With the rise of marketplaces like Amazon, eBay, and Walmart, some businesses can thrive without a website. While there are pros and cons to those third-party marketplaces, there’s not much to worry about if your business does well.
For example, a business that manufactures and sells products on Amazon does not need to spend extra time and money on developing an eCommerce website. People go to amazon.com because they want to buy stuff. And that saves sellers tons of time!
Reason #4: Brand awareness is not important
The fourth reason why a business might not need a website is that you may not need one to build brand awareness. Suppose your company is well-known in your industry or community. In that case, a website may not be necessary to increase brand awareness.
Some companies actively use social media to extend their brand and build awareness. Those are rare cases, of course.
Reason #5: Your business products can’t resell online
Multi-level marketing companies sometimes prohibit their products from selling online through Amazon, eBay, or the reseller’s website. If those products are the bulk of your business, a website won’t do you any good.
However, those resellers usually do well because multi-level marketing companies have a proven business model and marketing system that help their members succeed.
Conclusion
Though having a website is not a necessity for all businesses, there are many reasons why it can be beneficial.
Small business owners should weigh the pros and cons of having a website to determine if it’s the right decision for their company.
If you decide that a website isn’t necessary or your business doesn’t fit into any of the categories we’ve mentioned, don’t worry. There are plenty of other marketing channels you can use to grow your business.
Just make sure to do your research and invest in the channels that will work best for your company.
If you are a small business owner, what are some reasons you haven’t invested in a website? Let us know in the comments below.