When I was asked to write a blog on this topic, my initial reaction was, “doesn’t everyone know how important a website is to business success?” After thinking about it, maybe we all should take a moment to remind ourselves exactly how important a website is to today’s business success and why.
For starters, in today’s “everything is online” environment, everyone expects your business to have a professional, up-to-date engaging website. Great businesses don’t operate with old sites that look like they haven’t been updated in years. Great businesses don’t alienate customers by forcing users to view a desktop version of their sites on mobile phones (a recipe for blindness). People expect successful, viable businesses to offer a professional presence.
Second, if you have a poorly constructed website that is missing key foundational building blocks in regards to online search, your business or organization is essentially invisible. With all the power of “discoverability” offered via search engines like Google, YouTube, Bing and Yahoo, you are ignoring some critical marketing opportunities. The most important marketing tip I share with clients is to form a strategy for talking to your clients using the technology portals they turn to in their everyday life. Once the conversation begins, your website is where the discovery process deepens and the destination for potential viewers.
Let’s face it, the No. 1 most visible marketing tool you have to tell your story and convey your brand is your website. According to Web credibility research from Stanford University, 75% of users admit to making judgments on an organization’s credibility based solely on their website. Offer your clients an old, outdated website with a poor user experience and you run the risk of appearing out of touch and conveying that you don’t care about your customer.
The importance of a good website cannot be stressed enough. Your website sets the tone for your business. It projects your vision of how you want your business to be perceived. It’s the key to building the reputation of your company.