Do you still need a business website?

Spoiler alert: Yes, you do!

There are two things we firmly believe about digital marketing:

  1. You need a synchronized solution that includes MORE than just a business website
  2. …but you still need a business website

We all spend so much time on Facebook, looking at digital business listings and checking online business reviews and seeing ads on our favorite sites that a website for your business can seem…well, a little old fashioned. But a business website is still a “must have” for local businesses to establish a foundation online — and it can impact all of your other digital efforts.

In fact, BrightLocal’s “2017 Local Consumer Reviews Survey” showed that “Visiting a website” was still the #1 action taken by consumers immediately after seeing a positive online review. Even though that declined 17% from 2016, they were quick to point out all the reasons you still need a professional business website:

Ranking in the search results

From BrightLocal:

“A strong website is essential for ranking high in organic search results. Without a website you can’t rank at all, and this impacts local pack results as well. The recently published research from Local SEO Guide found that businesses with high organic rankings were most likely to appear high in Google local pack and maps results.

No website = no content = no links = no organic rankings and no local rankings!”

 Meeting customer expectations

“Even though fewer consumers are clicking to your website, it is still the #1 action that consumers take after reading reviews.

 Building your credibility

36% of consumers believe that a smart website gives a business more credibility, and credibility = trust = more purchases.

 Adding detail about your business

“Most local businesses have a lot to say about who they are and what they offer, and this information is important to Google and to consumers. Google My Business listings or social media profiles don’t give you enough online space to present your business in the best light possible, but a fully-fledged website does.”

Increasing your authority with Google

“Your website is the most important local citation that Google uses to confirm your location and phone number. Without a website, Google is less sure of your location and this will hamper your ability to rank for relevant local searches.”

 Showing up in Google Answer Boxes

“Then there’s Google Answer Boxes, which are fantastic traffic drivers. No website means no chances to appear in Google Answer Boxes and nowhere for potential customers to click through to from reviews and citations.”

 Providing limitless space for positive content

“Your website provides a platform for you to exhibit all your customer testimonials, case studies and customer feedback — these are valuable forms of social proof that convince potential customers to trust you.”

 Giving you control of your visual brand

“You have total control over the images used on your website, enabling your website to rank in image searches and ensure the authenticity of photos, which Google My Business, for example, won’t let you do.”

 In other words: a lot of your online success still hinges on having a business website

As BrightLocal concludes, “[…] If you don’t work on achieving organic rankings for your site, you stand little chance of attaining visibility in local and map results. And that’s with all the great reviews in the world.”

So think about how your website can work in sync with your other online marketing. And if you don’t have a website yet, see the kind of mobile-friendly, professionally built site Hibu can provide.

Ian Messinger

Ian Messinger

A longtime lover of a little alliteration, Ian is Hibu's Senior Copywriter for Marketing and Communications. Since joining in 2007, he's worked closely with the product development and creative services teams to get first-hand knowledge of how Hibu's marketing products help small business succeed online - knowledge he's happy to share with you here!

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