There are plenty of reasons small businesses think they don’t need a website. None of them are true. We’re going to explore some of the more popular reasons business owners think they don’t need a website.
Most business owners actually know they need a website. They just don’t know how to do it. Or they struggle with getting started for some other reason. It makes sense too, because they have so much on their plate starting a new business. Or they have an existing business, but just don’t know how to get started in creating a digital component.
The key is to just dive in and get started, but we know that’s easier said than done. That’s why we’re going to walk through each objection. We’ll explain why it’s not as bad as it seems and why the alternative is even worse.
Business is Too Small or Too New
A lot of small business owners think websites are only for larger businesses. However, the truth is that businesses of all sizes must have a website. You are never too new or too small to have a website.
Why Not Create the Website Later?
First, all of your potential customers are on the Internet. All of your competition is likely online as well, with a professional website. If you plan to compete and gain those customers, you will need to get a website for your business early on in the process.
Thinking that you will create a website later once you are more successful is an outdated notion. Customers rely on your website and other information they find online to determine if they are going to even do business with you. If they can’t find this information from you, they’ll likely wind up elsewhere on the Internet and find a different business to buy from.
Keep in mind that procrastinating rarely helps. It just delays the inevitable. The best case scenario is that the business succeeds, but misses out on potential customers. The worst case scenario is that the business fails, but would have succeeded with a digital presence.
Websites are Too Expensive
Most new business owners don’t understand website pricing. That is because figuring out how much a website should cost is complicated. There are a lot of factors including the complexity of the project and the skills of the website designers.
Some websites do in fact cost over $100,000. Luckily, if you’re running a small local business, you’re website will likely be substantially cheaper. Most businesses can get a great looking professional website for a few thousand dollars. If you need something super fancy, maybe it will get into the low tens of thousands.
If you’re getting quotes higher than that, you may need to make sure you’re talking to the right website designers. You may also need to make sure you aren’t requesting a website more complicated than your business needs. Most small businesses don’t need super fancy websites with an excessive number of features. Keep the functionality simple, and focus on a killer design.
If even that is too expensive, on the very low end you can use a website builder to create your own business website. The price is right, but you’ll likely find yourself spending a lot of time learning best practices yourself. Or you’ll have to hire an expert to help you further optimize your website.
There are options out there for every type of business to get started in digital marketing with a website. You just need to find the website that helps you achieve your business goals. This means finding a website that matches your needs in terms of functionality, design and price.
Can Use Social Media Instead
One of the next top things some businesses do is try to use social media accounts as website replacement. This is a bad idea, and there are a few reasons why.
Rules Can Change on Social Media Platforms
One reason is that you are now at the mercy of whatever platforms you are using. Facebook, Instagram, and every other social media platform can change the rules at anytime. And they can change the rules in ways that seem capricious and arbitrary.
The reality is that all of these platforms are for-profit corporations, similar to your small business. They have a duty to the shareholders of their company to maximize their profit. This means if they can make a change to their platform to make more money, they will likely do it regardless of how it negatively impacts your company.
That’s not to say you shouldn’t still use these platforms for your business. You definitely should. You just also need to realize unless you are paying them, like with ads, they have very minimal reason to ensure you are getting adequate exposure.
You Don’t Own Your Own Data
The problem is that you don’t own all of your own data. When someone becomes a follower of yours on a social media, you normally get very little individualized data about that person. This is for a number of reasons, including privacy and security, but it has a huge downside for you as a business.
When you gain followers on Facebook or Instagram, you don’t have 100% access to the them. You can see their names in some limited ways, but you can’t export them into use elsewhere.
For example, you can’t send them all an email with a new product you launched. You can’t even send them all a group message within Facebook. You’d have to do a promoted post, and pay Facebook to ensure each of your followers eventually sees it.
When you own your own website, you control all of the rules on how much information you gather. You can use tools like Google Analytics to gather basic information about your visitors. But if you want to, and you should, gather more information about your visitors you can.
You do this by adding webforms to your website to capture specific information. The form can either be something like a contact us form, or it can offer something of value in exchange. This might be a subscription to a newsletter or something more immediate like a lead magnet.
You can’t normally do these sorts of things on a social media page. Even when you can, you can’t necessarily do it the way that you want or the way that is best for your business. The only foolproof way to collect the data you want and own it is with your own website.
It Limits Your Brand
It also diminishes your brand, and it makes your brand too dependent on the social media platforms you use. If one of these platforms changes, the changes could hurt your brand. Or what if the unthinkable happens and your social media platform of choice shuts down like Vine did in 2017.
Think of super powerful brands like Apple, AT&T, or Coca-Cola. And think about who and what they are as brands. They all use social media, but they use social media to engage with people who are already on social media.
They use these platforms to further increase their brand, which is totally separate and non reliant on any specific platform. If you visit Apple.com, they don’t even link to their own social media accounts. Most other large brands relegate these icons to the footer of their website.
Now, small businesses don’t have the same brand equity as Fortune 500 companies. You will need to do things slightly different. You should still follow their lead to a certain extent. Build your own brand, both offline and online. Then use social media platforms to grow your brand.
You Can’t Be Your Own Hub
Finally, if at all possible, you always want to be your own hub as a business. You then use most or all of your marketing efforts to drive people to your hub. In the physical world, this might mean driving people to a retail storefront. In the digital marketing realm, this means driving people to your website.
If you’re counting on Facebook or Instagram to be your hub, then you are forced to drive people to your account on that platform. This isn’t nearly as powerful, and you also lose control. You’re limited to whatever each platform allows you to do.
Instagram, for example, doesn’t let you link to other websites in your posts. That’s not very helpful, if you want to link to an article in the local newspaper that featured your business. You also have limited control over how they present your information. And like we mentioned earlier, it can change at anytime.
Not Worth the Money
The third big reason we hear from small business owners is that it’s just not worth the cost. They don’t want to waste money on digital marketing like paying for a website. They realize social media is not an ideal hub, but they accept the downsides or just skip that too.
This leads most of theses business to do one of two things. They may skip engaging in digital marketing altogether. Or they end up running digital marketing campaigns that generate very low, or even negative, return on investment (ROI).
Just Skip All of Digital Marketing
This may seem like a horrible idea, but it can often be the second best option. This may seem like a contrarian idea, and especially crazy coming from a marketing agency. However, there is a lot of truth to the adage “if you’re going to do something, then do it right.” A corollary to that might be that if you’re not going to do it right, then don’t do it at all.
If you’re not going to have your own real website, it’s going to be an uphill battle developing successful digital marketing campaigns. Since you can’t control the entire experience for your potential customers, it will be difficult to optimize your efforts. And it’s only going to get more difficult as the competition grows in each digital marketing space.
Instead of wasting a lot of time or money on incomplete and haphazard digital marketing efforts, just skip it all. Do the bare minimum. Then use a lead generation service in your industry. If you’re a service professional, like a plumber, use HomeAdvisor. Real estate agents can use Zillow and lawyers can use LegalZoom. Just search on Google for your industry plus “lead generation service.”
Will this work as well as your only digital marketing efforts? Probably not, but it will probably work better than stumbling around the Internet spending money on various digital marketing campaigns.
Digital Marketing Without a Website
The other option is to invest in other digital marketing efforts without a website. Having a website is the foundation of digital marketing. It’s really the first thing you should do after creating a digital marketing strategy. For that reason, this is such a horrible idea for so many reasons.
There are of course ways to engage in digital marketing without a website. You can use your profile on a social media account as your hub or landing page. We discussed why this is a bad idea, but it is possible.
You could also attempt to drive traffic directly to a physical storefront with digital ads. You could do this on social media platforms. You could also list your physical address and phone number on digital ads across the Internet.
The main problem with any of these unorthodox solutions is that it will make everything else more difficult. With anything you do online, you’ll be competing with others who do have a solid digital marketing foundation, including a website. This means you’ll have to pay more and you’ll always be behind.
Reasons Business Owners Think They Don’t Need a Website
All businesses need a website, and it’s something you should get as soon as possible. Ideally you’d be thinking about it when you create your initial business plan. This makes sure you website and digital marketing efforts are given the proper consideration they deserve.
Also keep in mind that having a website is a crucial part of any business. Think of your website as one of your first digital marketing expenses. And it really is, so it should be part of the marketing budget for your small business.
If you plan on taking digital marketing to the next level, having a well-designed website will drastically increase the ROI of the campaigns you run. Don’t try to skip ahead, you really do need a website first.
Have another reason you think having a website is not worth it? Or maybe you have a story about how your business website made a huge difference. Either way, let us know in the comments. We’d love to see what you have to say!