It’s common knowledge that technology has advanced in the last decade, but to what degree should we be embracing it? Bulky computers from the early 2000’s now get outperformed by our handheld pocket-friendly devices and grant us instant access to a plethora of information. We’ve become so accustomed to accessibility we constantly are hunting for information with just a click. One way generations feed into this instant access of information is through search engines. A popular search engine that needs no introduction is “Google” who is not only the company that performs at least 5.5 billion searches a day (source) but also has become a verb.
What does this technological advancement mean for businesses? It means companies need to start taking full advantage of this digital landscape by making themselves searchable and well-represented online in order to connect with online users and future customers. In this article, we’ll dive into why a website has become a business necessity for this generation’s large consumption of technology.
In a typical digital marketing sales funnel (source), the first phase is awareness. Potential customers reach a problem and rely on their instant access to the internet and simply "Google It". This is the crucial point in a customer’s journey that a business needs to be able to step in and present itself.
The best way to raise the visibility of a business online is to have a website, a Google Business listing, and SEO practices implemented. With these tools, websites using a query’s keywords will end up higher in the results. A website is especially powerful as it’s a curated and reliable source of information that pitches a company to those searching for related help or services. It’s important for a business, and their information, to be easily found as 88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours (source). The information your potential customer needs to decide to visit could be a menu, address, phone number, hours, or what’s available at the location. Whatever it may be, big or small, if it’s easy to find, there’s a higher chance they can immediately make a decision to choose to visit. This necessary information is easier to find on a well-designed website, while also establishing a clear branded voice of the company.
A website establishes a business’s offerings and brand when there is no salesman or representative available, and it’s showcasing a company 24/7. A business’ website is also a first impression of a company’s products or services, as most potential customers will do research before deciding to commit. If you don’t have a website, your customers will either have a hard time finding you, your information, or will question the legitimacy or trustworthiness of the business. Missing out on building this trust will hurt your chances significantly of someone approaching you as the competition’s information may be just as accessible, if not more so, than yours.
Convincing customers to decide a company is right for them isn’t as easy as having a custom URL. A badly designed online presence is also an obstacle as 57% of internet users say they won’t recommend a business with a poorly designed website on mobile (source). The aesthetic and branded voice of your website matters as much as the content on it. A confusing, hard-to-read, website will ruin the experience of any customer and they will most likely look somewhere else for a more approachable solution.
As we’ve talked about in a past article, millennials care about how things look and what companies stand for, and they are the largest market in the economy today. When they can support an aesthetically-pleasing product or company, it’s more likely that they’ll become a returning customer. With this in mind, it’s important to give people the chance to learn more about a company within a branded experience through a well-designed website.
If you need guidance in setting up a strategically branded website for your company, contact us using the link below and our team will be happy to walk through your needs. Scroll to the bottom to get to our contact info!