Having a professionally designed website is so important for businesses, especially small businesses. I view a website as a business asset. In this post, I’m sharing 4 reasons why your business can’t afford to go without a website and how to use your website as the business asset that it is.
Availability & Brand Image
Everyone is online, and you want to reach people in the spaces they already spend time in. Because your website is accessible all day, every day, it’s more convenient for potential customers to find you at the time they need to search for more information on you or the product/service you sell.
Having a contact form on your website allows potential customers to get in touch with you easily and helps to improve the chance that visitors to your site will reach out to you. This can happen at any time of the day, and doesn’t rely on you having to answer a telephone call – which would be the case if your telephone number was the only information displayed on your Facebook page.
Having a website also helps you to create a professional image, which will inspire confidence in both you as a business owner, and your potential clients. Your image as a business owner can be seen as a business asset and does go some way to helping you build a reputation.
When a potential customer comes across you online (perhaps via social media), they’re going to look you up to find out more about you and your business. This is the perfect opportunity to establish your credibility.
You can use your website to demonstrate your expertise. A blog is a good way to write about your work, write about your industry and write about your approach to your work.
Providing site visitors with useful, actionable information contributes to the value you add to their lives. It also makes people curious about working with you. The logic used here is: “if this information is what they’re giving away for free, I wonder what it’s like to work with them”.
Work your Business Asset
If you’re using WordPress (and I have written a blog over at The Fempreneur Collective about why I recommend WordPress, you can use your site’s blog function to showcase work that you have done. In so doing, you build up a portfolio and can add to it frequently by writing about the latest projects that you’ve completed.
A website that has content added to it regularly is also a search engine ranking factor. That’s a good incentive to add beautiful photographs of your projects (mock-ups count too), and to write comprehensively about your process and your approach to your work. Having a portfolio is a business asset, as one of the first questions you’ll probably be asked by a potential client is to see a portfolio.
Writing about projects that you’ve completed is also a subtle way to advertise your services/products.
Build your List
Your email list is often touted as your number 1 business asset. You can easily use your website to build your list and turn website visitors into your fans.
Offer value to your website’s visitors by giving away free information. This could take the form of a downloadable guide, an audio clip, a video lesson, a 5-day challenge, or you could even offer a consultation if you’re feeling extra generous. Add a system to your website that collects email addresses (I offer a service to set up your email opt-in system here), and you’ve started growing your list.
You can also offer multiple content upgrades (also called “lead magnets”) on different pages and blog posts. You can then send emails to your subscribers based on the freebie they chose – as you can safely assume that they’re interested in the topic that your lead magnet covered. This way, you’re able to talk directly to subscribers about the specific topics they want to know about. They’ll love you for it, and you’ll be able to move your subscribers along the “know, like and trust” journey – hopefully resulting in sales down the line.
I hope that this has helped you to expand the role your website plays in your business, and that you use your website as more than an about page and a contact page.
Melissa De Klerk
Writer, Web Designer, Digital Media Strategist, Typophile, Inspiration Junkie, Yogi
Melissa is the owner and creative brain behind Fox & Owl Media. She loves creating content strategies and has considerable experience with Website Design and Brand Management.
You can contact her here, and find her on social media by clicking the links below.
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