What's the purpose of a website as a physical business?
First impressions are everything in business. Like in any major endeavor, investing time and resources can lead to profits or a complete bust. A website is no different. It takes time, experience, and direction to make a successful page. After all, you’re in business to make money. Make your website work for you.
It’s easy to dismiss the idea that your brick and mortar business does not need a website. Perhaps you provide an in-person service or have no intention of selling products online. Congratulations, you’ve got a good pool of customers that know and trust you, but are you finding it hard to get new people in the door? Are you using fliers, posters, banners, and getting few new responses? Why not have a resource available for potential customers available 24/7.
That’s where a website comes in. You don’t need to re-structure your business to accommodate your website. For example, just because you don’t sell goods or services online, that does not mean you will all of a sudden start an e-commerce shop with a complex shipping distribution system. Instead, use your website as a tool. It’s an extension of your business and at times, the first interaction prospective customers will ever see of your business.
The following are the types of websites you can establish as a small business to invite customers into your front door.
Information
Be the knowledgeable expert your customers trust. An information based website is meant to position the business as the authority in the field. Solutions to everyday problems is what customers are looking for. If it’s something minor, such as regular maintenance tips, or common misconceptions, customers may think of you next time they need help with the big things. Of course, don’t tell your customers why they don’t need you, rather, empower them with basic knowledge in your field. Make them feel confident when they order “x” product service from you. Let them know what questions to ask an expert so they can see for themselves that the competition has no idea what they’re doing. If done right, an informative website can upsell your products/services for you. Let customers see what you can do, and why it’s worth the extra cost.
Building market presence
Let prospective customers know you exist. You’d be surprised how many times you drive by a certain street and not know there is a business there. Similarly, a customer can be looking for your product or services online, only to find your competition because you didn’t have a market presence. Your website is your online presence. It should reflect your business digital marketing efforts and overall aesthetic. Want to or not, we all make some judgments based on appearances. If a business isn’t bothered to make a good looking website, what makes me think that they will put the same quality to the goods/services I’m looking for? Not being online at all is basically the same as hanging up a closed sign outside your door. No one knows you’re open for business.
Build excitement
You don’t have to chase after customers with a website. They’ll come to you. We’ve said it before, but think of your website as the opposite of traditional advertising on TV. You don’t have to pay extra to get your name in front of prospective customers. With a website, customers are already searching for goods and services in your area. Your site will likely attract people interested in what you have to offer. Don’t let that excitement go to waste. Showcase the best you have to offer and convince them that you are the right option. This type of website is more visual based, with pictures, videos or graphics. Either way, if your industry lends itself to showcasing your efforts, don’t let social media take all the glory. Give your prospective customers options to call you and book from you directly.
Get to know your customers
Use your website as a market research tool. Perhaps the products and services you offer are not as popular as they used to be. A website will give you access to analytics that could prove valuable. Knowing what keywords people use to land on your website could give you a clear view of what your customers need. For example, analytics may show that that a large portion of internet users are are searching for “x product/service” in your area before landing on your webpage, perhaps you don’t offer “x” but it is something you may want to consider. Likewise, if you indeed offer “x” then focus your next marketing campaign on what the people want. With free tools from Google, you can find a lot more from your customers than you ever could through face to face interactions.
Full disclosure, Top Hat Central is a website design company & we offer web design service. We build custom websites for small and micro business. Often times we see that small business owners are not quite sure if they should be online. Our service provides guidance and steps to get started. Anything from simple and basic, to full customization with professional photography. Our goal is to help our customers grow at their own pace. This page was designed to address common questions we encounter. Whether you choose to use our services or not, we hope you continue to pursue your online goals. If you would like to know about what we do check out more about our services here: www.tophatcentral.com or contact us here
Topic Website Tips