A small business faces many challenges on a day-in-day-out basis which tests its ability to remain viable. Retaining talent in the workforce, ensuring your work process results every time in a consistent, quality end product, fending off competition from rival companies; at times, it may seem as if the odds are stacked against you and your business is destined to fail.

This is true for almost every company. Chances are you will fail and the odds are stacked against you. Success is not permanent. If you rest on your laurels, you will be left behind. This is especially true now more than ever. A prime example of where companies are falling behind today is their lack of a good website.

When I say a good website, I mean exactly that. It has to be good. Between having a website which accomplishes nothing and no website at all, it would be better to have the latter.

Your website must accomplish a goal for your business in an effective manner. A good website can be a small business’ best friend in so many ways. It all depends on which goals you want to achieve with your website. Goals may include increasing your profit, awareness, gaining a new customer base, or growing your business into a new area.

First and foremost a good website can provide a small business a great foundation for connecting with customers. If someone is looking for information online about your services, they can find it on your website. It is best they find out what you have to say about your business as opposed to a online random source that could provide erroneous information or reveal unwanted commentary.

A website can act as the connection between all your social media; for example, having links to you Facebook page or a Twitter feed. Linking to your social media on your website makes your SEO more effective and thus increase chances people will find you when searching online. Establishing your business on Google+, Facebook and Yelp! (if it is a static location) are the best ways to ensure no potential customer misses or can’t find you.

Small businesses with a clean, beautifully-designed website leave a positive impression on potential customers. A good first impression can mean the difference between gaining business and losing it. A professional website leaves a positive impression because it proves your business’ credibility. It instills faith in the customer that if you care enough to have a high quality website, which, in turn, means your services will also be of a high standard.

This is particularly true for businesses which do not have a brick-and-mortar storefront. A company website is the ‘digital front door’ to your business, and can be a positive first impression that sets you up if meeting the client in person or when communicating with the customer.

If your website takes all of these tangibles into consideration (more customers, better brand impression, reliable source of accurate business information, etc.) then you are likely to be leaps and bounds ahead of your competition. Chances are they may not have a website that accomplishes any business goals other than holding their domain name.

Investing in a good website for your business that delivers tangible benefits for your company is always a solid business decision. Any opportunity you have to separate yourself above and beyond your competition in today’s competitive marketplace and stand out to your customer base is an opportunity you need to seize.

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