Web Presence Key to Small Business Growth

In today’s digital age, the Internet has become a main artery for the global economy and an essential part of an organization’s future and success. With over 78 percent of adult Americans using the Internet and an astounding 2.2 billion people online worldwide, it’s no surprise that small businesses with websites experience an average of 39 percent greater revenue per year than those without websites, according to the Small Business Administration. Why are they so successful? Does an online presence really impact your bottom-line? To answer these questions, we would like to share the top reasons why your business should invest in a website.

• Credibility
  A website gives your customers peace of mind about your business. Whether you’re selling a product or service, or simply providing information, you are letting your customers know they can trust your value proposition.
• Branding
  A website gives you unlimited opportunity to showcase the look and feel of your business. This will enhance your reputation and allow consumers to easily research and access your products and services online.
• Engagement
  A website allows you to create and maintain an interactive relationship with your customers. Engaged customers buy more often, give more referrals, and remain loyal for longer periods of time.
• Measurable Outcomes
  With today’s analytics, you can get a complete and actionable view of the entire customer experience on your website. This helps you make informed marketing decisions putting your dollars into areas that will yield the best return on investment.
• Market Expansion
  The Internet helps your business break through geographical barriers and become accessible, virtually, from any country in the world.
• Differentiation
  Your website represents your best assets and abilities. Isolating what sets you apart and translating it via captivating content and professional design distinguishes your business among your toughest competitors.
• Added Value Satisfaction
  The convenience and accessibility of your website provide individualized customer service, enhancing the overall customer experience.
• Viral Marketing
  Your website gives way to “word-of-mouth” where your customers become your best cheerleaders. Ninety-two percent of consumers around the world say they trust earned media, i.e., press articles, recommendations from friends and family, above all other forms of advertising. (Nielsen Advertising Survey 2012).
• Market Research
  You can use features such as visitor polls and online surveys on your website to determine your customers’ preferences and respond accordingly.
• Affordability & Flexibility
  The Internet is generally less expensive than print advertising. You can revise content more frequently and adapt to consumer purchase behaviors over time.

While the benefits of having a website are indisputable, there has to be an overarching strategy that guides the entire process. Your website must incite a call to action; what will motivate potential prospects to interact with your brand and make deliberate purchase decisions in your favor? According to Steven Karpenko, ICT Partner for the Business Development Bank of Canada, this type of planning is essential before establishing an online presence. Without a long-term commitment to keep current and remain consistent, Internet exposure could result in negative reaction, putting your brand at risk.

Smart businesses who realize these stakes view websites as their ticket to brand longevity. They see the enormous revenue potential, and the fact that consumers make purchasing decisions based on their online experiences. As Steven Karpenko points out, “the Internet can become a 24/7 online sales presence or virtual trade show for both small and established companies.” To solidify this presence, you have to ensure your website is “search engine friendly.”

According to Gravitate Online, a sample of over 8 million clicks shows that over 94 percent of users clicked on a first page result and less than 6 percent actually clicked to the second page and selected the results. While we could devote an entire newsletter to this topic alone, the number one mistake people make in website search optimization is poorly written content. Well-written content is what search engine spiders feed on, and good content/wording is the key to high rankings. Adding regular articles, blog posts and other information about your particular area of expertise will provide the search engines with more content to index. Plus, if you’re optimizing that content with keywords, that will also help your search ranking. The goal of all of your website activities should be to draw more visitors and gain more leads. By putting these simple tips into practice, you’ll increase the chances of your site showing up higher in the search rankings, and that translates to your bottom-line.

Contact MWH Public Relations (MWHPR) today, and we’ll position your website for greatness!

Let MWHPR maximize your business growth with a purpose-driven, state-of-the-art website. MWHPR employs a two-pronged approach in designing websites for our clients. We first evaluate the effectiveness of the current digital content and determine how well it adds value to the brand. To this end, we link content and expert design to increase both online and offline customer engagement building our clients’ brand community. Our clients’ websites must make a powerful statement for their customers and potential prospects to take notice. Because websites are the great equalizer, we ensure that our websites communicate our clients’ unique value proposition that cohesively aligns with their goals and objectives.