I don’t think my business needs a website.
Written by Joe Rubin |
Published May 8, 2021
Comments: 0

The only reason I have ever come across that a business owner would not want a website is that they do not fully understand what a website is, or what a website is capable of.

Right now, try to think of a business that would not be helped by having a website, or may even be hurt by having one, and by the end of this post, you’ll likely have changed your mind. Even further, not only does every business need a website, but all websites need marketing. ‘But my website is just for current clients.’ Doesn’t matter. You still need marketing.

Before we address why a business would NOT want a website, let’s go through why websites are useful, generally. I use the acronym ICRAVE to keep it simple.

1. Intelligence – The most important attribute of a website has nothing to do with its design, content, or function. It’s the data it collects and how you use it. Think about it on the most basic level: a website that generates leads for a business. The ‘close’ of the website (what happens at the end of a user session, usually filling out information) is all about collecting data. The lead itself is data. The information about where the user came from, how they got to the site, what they did on the website, and how long they were on the website, is all data. Incredibly useful data. This should be the primary focus of every website, before anything else.

2. Credibility – What most people think the primary purpose of a website is, to convince potential clients that you do in fact exist, and are currently operating.

3. Recognition – This might be called branding in marketing terms. Your website can set the tone of the company. The design of the site is the most important aspect here.

4. Accessibility – Your website is an employee who works 24/7, it’s job is to be 100% accessible at all times.

5. Visibility – A very simple concept. If your site exists, it’s on the internet, it’s out there, so it’s findable. How findable? Well that depends on your marketing efforts.

6. Efficiency – A website should constantly be looking for ways to make whatever enterprise it represents more efficient. Whether that’s a more robust contact form to save you time in the initial conversation with a potential client, or an entirely custom web app that allows users to calculate what they need before they even request it. From communication to actual business processes, the functions of a website is the most important aspect here.

So now that we know what a site CAN do, let’s apply that to the classic cases I hear from business owners that either don’t want a website at all, or don’t think it needs marketing.

‘I only work with businesses in a specific niche’

Why you still need a website:

It doesn’t matter if you build rivets for a hyper-specific construction machine that literally cannot be bought anywhere else because you hold the patent. You need to be found. Once found, you’ll need to be easily accessible. Why? Because there are businesses out there that will find a workaround rather than deal with a hassle. You need to be a solution, not an impediment. And you’ll need a website for that.

Why your website needs marketing:

Why are your rivets only useful for one piece of machinery? Could they be more universally applied? You’ll never know. Why? You don’t have a way of collecting data on your industry, because you’ve never had your entire industry show up at your digital doorstep.

Whether you sell rivets, your blog sells a lifestyle, or your non-profit sells charity, you need data. It is the key to understanding the next 10+ years of your industry, and we always assume you’d like your company, whether you still own it or not, to be around in 10 years.

‘We have enough business, we don’t want to attract more’

Why you still need a website:

You can serve your clientele better. A website isn’t only good at attracting new business, it can keep your current business. Clients and customers want to feel like they work with businesses that are improving their product or service, making it easier, cheaper, more reliable, safer, more powerful, more applicable, or simply more accessible. Not working towards that goal ensures they will leave when someone else does.

Why your website needs marketing:

Your current situation might not always be the case. Although we hope it will be, it is never a bad idea to prepare for change. And it’s always better to have people knocking on the door than to open the door to see no one waiting in line. Marketing builds demand, you may need that one day.

Second, you clearly have either a great reputation, or a captive audience. Both can be leveraged to take your company deeper into the black. Whether you pass off the leads you generate as referrals to get additional revenue, or hire more employees or contractors to get the work done, more demand makes more money. Any excuse to limit demand is a symptom of laziness.

‘The customers we’re after don’t really do the whole internet thing’

Why you still need a website:

In short, you’re wrong. Your ideal customers are simply confused, intimidated, or it isn’t easy enough for them. That’s not their fault, it’s yours. Maybe your site needs to come with an extensive knowledge base, training courses, or even 1 on 1 demos.

Why your website needs marketing:

You need to find out what your customer base wants, and fulfill it. Marketing can get you started down that path. Get traffic, collect data, and use it. You’ll find answers to questions you didn’t know were being asked.

I think it’s fair to say that you can pretty much apply ICRAVE to any business and you’ll see why a website is necessary. Every business owner NEEDS a website. Every business owner should WANT a website. So why would any business not get one?

The real problem here is cost.

While a website can always help, that doesn’t mean it always makes financial sense to invest in one. If your site needs too much custom development, and won’t net you the profit to make up for it, obviously that’s a bad fiscal move. The cases are rare, but they exist.

Here’s the good news.

Like with every pain point, there is a way to remove it. Enter Perfect Sites. No up-front cost for development, only long term investment. Think of it as a loan until your site makes a profit. We don’t charge up-front for expensive development, instead we charge you monthly, indefinitely. We’ll do what it takes to make the site what it needs to be, because obviously we aim to make that profitable. Set up an appointment on our home page, or simply sign up here, and we’ll get started.

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