We interviewed 100 business owners to find out why they chose to build a website. We were SHOCKED by their responses

by Anshul Malhotra | May 17, 2024 | Featured

Ever feel like you’re being asked the same question over and over again? As a small business owner, I’m sure you’re used to being asked (or told) why you need a website. But what if we flipped the script? I decided to do something different and reached out to 100 businesses that my team and I deemed did not have an effective website to find out: Why did they have a website in the first place?

Here’s what we found.

The Funny (and True) Responses We Received

When we posed this question to 100 small business owners, we got all sorts of responses. Here are five of the most sadly funny answers:

1. “Because everyone else has one.” – Peer pressure is real, even in the business world.
2. “My nephew built it for me.” – Family projects can be… interesting.
3. “I thought it would magically bring customers.” – Spoiler alert: it didn’t.
4. “It was part of a package deal.” – Because nothing says ‘effective marketing strategy’ like a bundled offer.
5. “I needed a place to put my cat’s pictures.” – Priorities, right?

Reasons You Shouldn’t Get a Website

Now, let’s get serious. There are many reasons businesses have been sold websites—sometimes websites they don’t need or websites that don’t do anything for their businesses. But most of these reasons can be clubbed into six categories:

1. Vanity Projects: Getting a website just to show off, without any strategic purpose.
2. Misinformation: Being told that a website alone will solve all business challenges.
3. Pressure from Competitors: Feeling the need to have a website just because competitors do.
4. Bundled Offers: Buying a website as part of a package deal, without considering its actual value.
5. Family and Friends: Creating a website because a relative or friend offered to do it for free or cheap.
6. Outdated Advice: Implementing a website based on old strategies that no longer work.

Regardless of the reasons, it’s evident that the website served no purpose for these businesses other than taking up server space, thereby contributing to greenhouse gas emissions.

So, if this is the direction you’re headed, spare yourself the time, money and effort AND spare the planet of the resulting unnecessary greenhouse gas emissions.

However, if you’re still considering getting a website for your business, keep reading to find out what you should be looking for in a website and how it can truly benefit your business.

Reasons You Should Get a Website

After I reviewed the first draft of this post, I realised that the post seemed incomplete without an honourable mention of the RIGHT reasons for actually getting a website.

I know you’ve heard a million of these before, so I’ve summarised the most important ones in 6 short points:

1. Sales: A website can act as a 24/7 storefront, enabling customers to purchase your products or services anytime.
2. Customer Service: Provide essential information, FAQs, and support options that enhance customer experience.
3. Branding: Establish a professional online presence that reflects your brand’s identity.
4. Marketing: Leverage SEO, content marketing, and digital advertising to reach a broader audience.
5. Credibility: A well-designed website can increase trust and establish your business as a legitimate entity.
6. Analytics: Gain insights into customer behaviour, preferences, and trends to make informed business decisions.

Building the Right Website for Your Business

Now, if your business is looking to achieve any of the above goals, you’ll want to ensure that you build a website that’s right for your business. Here are the key points to consider:

1. Define Your Goals: Clearly outline what you want your website to achieve—be it sales, lead generation, or customer support.
2. Know Your Audience: Understand who your target audience is and design your website to meet their needs.
3. Focus on User Experience: Ensure your website is easy to navigate, mobile-friendly, and provides valuable content.
4. Invest in SEO: Optimise your website for search engines to improve visibility and attract organic traffic.
5. Regular Updates: Keep your website content fresh and up-to-date to maintain relevance and engagement.

What About Existing Websites That Are Just Sitting There?

A common objection I hear is: “I already have a website that didn’t do anything for our business, it’s just sitting there. Our business doesn’t need one. Moreover, I don’t want to throw good money after bad.” Fair point. Businesses have been burnt so many times, having sold websites and marketing services that don’t work, I don’t blame them.

But I wanted to address the dangers of a “dead” website that most businesses don’t realise. In fact, a non-functional website can impact your business negatively to the extent that it’ll turn away customers and deter repeat business – all while you have no idea that it’s doing that in the background.

Let me explain. Imagine having a shop with a broken sign, dusty windows, and outdated displays. Potential customers walk past, assume you’re closed, or worse, that you don’t care about your business and by extension about your customers.

Only in this case, this shopfront is your neglected website which is driving potential customers away, harming your credibility, and giving your competitors an edge all while completely in hidden in plain sight.

Instead of letting your website gather digital dust, consider these actions:

1. Audit and Refresh: Regularly review and update your content, design, and SEO strategies.
2. Engage: Use your website to connect with customers through blogs, newsletters, and social media links.
3. Optimise: Ensure your website loads quickly and is mobile-friendly to retain visitors.

Conclusion

A good website comprises powerful design coupled with solid engineering to help deliver the best results for your business. Whether you’re starting from scratch or looking to revitalise an existing site, understanding the right reasons and methods for having a website is crucial.

We hope this guide helps you build the right website for your business. If you have any questions or need further assistance, feel free to reach out. Happy web building!

The Ultimate Guide for Small Business Owners To Calculate Your Website’s Real Return on Investment

by Anshul Malhotra | May 10, 2024 | Featured

In today’s digital age, a website is not just a luxury for businesses; it’s a necessity. Yet, a lot of small business owners remain on the fence about investing in a functional, user-friendly website.

This guide aims to demystify the process of calculating the real Return on Investment (ROI) of a website, helping you make an informed decision about this critical aspect of your business.

The True Cost of Not Having a Website

Imagine walking into an empty store, with no signage, no products on display, and no one to greet you.

That’s essentially what happens when your business has no online presence. In contrast, an outdated or non-functional website is like that store filled with products but in complete disarray, leaving potential customers frustrated and walking out.

The cost?

Lost opportunities, credibility, and revenue.

Excuses, Excuses…

Many business owners still believe that having a social media presence is enough, or that word-of-mouth and traditional marketing methods are sufficient. While these can be helpful in driving some traffic to your business, they cannot match the reach and impact of a well-designed website.

Moreover, not having a website may also signal to potential customers that your business is not keeping up with the times.

Here’s a list of the most common excuses our sales team has compiled after speaking to thousands of businesses around the world.

1. “We generate sales via referrals” – That’s great! But what about expanding your referral base exponentially through online visibility?
2. “We are busy enough” – Until you’re not. Markets fluctuate, and having a robust online presence can provide a buffer during slower periods.
3. “A website doesn’t fit our business model” – It’s 2024 and almost every business model can benefit from an online presence. Yes, even if you sell artisanal marshmallows.
4. “We don’t need one” – This statement is as outdated as floppy disks. Everyone needs one.
5. “We have one (even though it doesn’t do anything)” – A non-functional website is like having a car without an engine. Looks good, doesn’t go anywhere.

The Case for Investing in a Functional and User-Friendly Website

Investing in a website isn’t just about having a digital ‘open’ sign; it’s about creating a platform for sustained growth. A well-designed website can:

• Increase inbound sales
• Reduce reliance on less reliable sales channels
• Serve as a long-term strategy for growth
• Build trust and credibility with your audience
• Enhance your brand identity
• Improve customer service and satisfaction

Calculating the ROI of Your Website

To calculate the ROI of your website, consider the following formula:

ROI = [(Gains from Investment – Cost of Investment) / (Cost of Investment)] x 100

Where:
Gains from Investment include increased sales, time saved in customer service enquiries, and other long-term benefits.
Cost of Investment encompasses the initial setup, design, development costs, and ongoing maintenance.

Step-by-Step Process:

If that formula looks daunting to you, use the below step-by-step process to calculate the ROI of your website:

1. Identify the Average Sale Value: How much is an average sale worth to your business?
2. Estimate the Increase in Sales: Based on industry benchmarks, estimate the potential increase in sales from having a functional website.
3. Calculate Time/Cost Saved on Customer Service: With a website for answering FAQs and providing information, estimate the time saved for you and your team. Consider how this saved time can be redirected towards more productive tasks.
4. Consider Trust Building and Other Long-Term Benefits: While harder to quantify, the trust built through a professional online presence carries immense value. Some ways to quantify your business’s goodwill could be by measuring customer retention rates, length of your sales cycle etc.
5. Account for Initial and Ongoing Investment: Include all costs associated with building and maintaining your website.
6. Finally, put it all together in the ROI formula to get a percentage value.

What Does a Positive ROI Mean?

A positive ROI means that your website is earning more than what it costs to build and maintain. This is great news and shows that your website is effective in driving business results.

However, keep in mind that a positive ROI does not necessarily mean you should stop investing in your website.

Example Calculation:

Suppose your average sale value is $500, and you estimate an increase of 20 sales per month from your new website. That’s an additional $10,000 per month. If your website saves you 10 hours of customer service time, valued at say, $25/hour, that’s another $250 saved per month.

If your initial website investment was $4,000, with ongoing monthly costs of $200, your first-month ROI calculation would look something like this:

ROI = [ { (10,000 + 250) – 4000 } / 4000 ] * 100

Your ROI = 156.25% in the first month. Calculate this for the whole year, you get a whopping 2975% return on your investment and so on.

I hope that this simplified example demonstrates a significant return on investment, highlighting the potential financial impact of a well-thought-out website.

Final Thoughts

While the thought of investing in a new website might initially seem daunting, the potential returns in terms of increased sales, efficiency, and brand credibility are too significant to ignore.

Remember, in today’s digital marketplace, your website is often the first point of contact between your business and potential customers. Make it count.

Calculating the ROI of your website is more than just crunching numbers; it’s about understanding the value of establishing a strong online presence and laying down the foundation for future growth.

And who knows, with the right approach, your website could become the best employee you’ve NEVER hired – always on duty, never takes a break, and relentlessly working to promote your business.