A popular website builder platform recently ran a campaign that said, “A website makes it real.” Even though I build websites for people, there are times when it really isn’t worth it.
Before you jump up and write off your website for marketing, lets quickly look at 3 things a website should for your business.
- It should be a Virtual office/store/staff to answer questions about you
- It should be a shopfront / till point to make money
- It should reach out to find more customers using the content you add
That sounds like something every business SHOULD want, but it’s not in everyone’s reality to achieve. If you are one of the following types of business, you could get away without a website;
Small – home services
Let’s be honest, who views the website of a local plumber or electrician before calling them?
I thought so. Have a Google business listing so you can at least turn up in searches, and maybe a Facebook page for people to recommend you.
Local restaurants or bakeries (superettes included)
The biggest selling point for food is high-quality photographs. It’s not like you need to educate people on why they NEED your product. An Instagram account and Facebook would do wonders here. Lots of pics of enticing yumminess and details on specials or events will do well. Also, a google business listing for sure.
Also Read: Content ideas for any business
Local personalities or performers
In the “old” days (ie the early 2000s) the internet was a quirky place. The website for the Smashing pumpkins had amazing effects that would follow the mouse wherever you moved. Other than that there was no reason to be on it.
You can literally contain all your information on YouTube, Instagram, or Facebook. Even Twitter if that’s where your audience is. There is very little need to set up a whole website for yourself.
The exception here is if you are blogging, although you might find other publications to regularly publish your work and earn some bucks from it. They’ll probably even create a page on their site to showcase you and your work.
If you only serve your local community.
You don’t need an app to sell Magwenya at the taxi rank. You could be an estate agent, a mechanic, a convenience store, or even a car dealer. If you only serve a small market, a website might be overkill for your needs.
There are plenty of 3rd party sites to advertise on that could generate more business with less effort than a website would. Keeping up a website could prove to be a marketing burden that just gets in your way.
In these cases you’re better off putting your marketing budget into channels that have more impact on your bottom line, as opposed to trying to impress people with a website that nobody looks at.
Having a website means you need to maintain it AND spend on advertising to get traffic to the website. If your website is not part of the sales cycle, that is a waste of money.
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