Websites- Does a business really need one?

In today’s age of globalization and the rapid growth of technology, online transactions have become the norm. Almost every business has their own website through which customers can interact, purchase products and view available deals. It has come to the point where if you do not have a website for your business, you may not be able to reach most of your customers. Today’s customers value efficiency, speed and the luxury of shopping from their couches at home. The millennial generation does not bother to pick up a phone and make a phone call to place an order, they would rather just click a button. Thus, a business would run the risk of losing sales and not being able to communicate with customers if they did not have a functioning website.

Having a website is one of the main digital marketing strategies that can be used by a business. Websites have a global reach, as opposed to a physical space limited to those who visit the store. Geographical barriers cease to be an issue. Advertising on a website would allow a business to target many more customers than they could have with just a physical store. One of the main advantages of a website is that sales can be done at any hour of the day. Because a website does not take up physical space like a shop, there is not opening or closing time. Customers can do last minute shopping at midnight or at four in the morning. This convenience is of utmost importance to today’s fast paced generation. 

Having a website adds credibility to a business. It allows customers to share positive testimonials and allows the business to showcase their products. Websites are much more cost effective than print or television advertising. Because of this, a website could be vital for a small business. In order to save on advertising, they could simply market via a website, which could later expand into social media. Most customers check a store’s website before actually visiting it, and the first impression could shape the entire customer experience.

As useful as a website can be, there are several factors to remember in order to create a successful website. It should have a clean design, meaning that navigation should be fairly simple and it should be easy to read. The features should not distract customers from what is important. The company should also design the language depending on who their target market is. If it is a younger, hip crowd, the language can be catered to them. However, it the target market is an older population, the website should sound more professional. It is also important to design the website such that the customer does not feel as if the product is being forced on him or her. Instead, all the information should be given, so the customer can make the final purchase decision. Integration with social media could also prove to be beneficial, as most of the young generation prefers to spend time on various platforms like Snapchat, Facebook, Instagram and Youtube. 

Having a website would be an important component in the digital marketing strategy of a business and would impact the bottom line of the company, leading to maximized shareholder value.