Is Your Website Helping or Hurting Your Business?
Date: March 17, 2019
By: Shaun Pingitore
Okay, we get it. A website is important, but are all Business Websites equal? What do good Business Websites do, and what do bad ones do?
These days, without a website your business is virtually invisible. In fact, many businesses exist solely online; no physical storefront, 1 employee, never even having to touch a piece of inventory. Why you need a Business Website is pretty self-explanatory. Even if you’re driving down the street and a sign catches your eye, you’re probably more likely to Google It than pull over and go inside.
If you sell products, by not accepting online payments you could potentially be forgoing millions in sales. Even those with service-based businesses can benefit from having a website in the form of massive amounts of exposure that they wouldn’t have been able to get otherwise. That exposure could directly translate into money in your pocket.
Okay, we get it. A website is important, but are all Business Websites equal? What do you think of a business that has a cheap “DIY” looking website? Does that make you want to enter your credit card info?
What about the site with pop ups everywhere? The one where you have to click through 6 pages, sign 2 waivers (We’re still not sure what we signed!) and look at a picture of a cat just to complete a $10 purchase or get contact info? If you’re not willing to put up with things like this, why would your customers be?
This begs 2 questions. What do good Business Websites do, and what do bad ones do? Let’s start with the bad.
What Does A Bad Business Website Do?
Imagine a scenario. You have a leaky faucet in your home & you need a plumber to come and fix it. While speaking about this issue to your co-workers, one of them mentions that they know a guy, who knows a guy, who went to school with a girl, who’s married to a guy who’s supposed to be a really good plumber. All you have is this supposedly good plumber’s website.
You’re a smart person. Before hiring a stranger to come into your house, you do your research. So, you go home that night and look up this plumber’s website. The website is www.randomguyplumbing.co.uk. This should be your first red flag. You’re in Canada and this is a Canadian plumber. Why does he have a URL from the UK? You decide to overlook this because your co-worker said this guy is the real deal.
Upon entering the website, you are immediately hit with a pop-up advertising a new clothing store (What? This has nothing to do with plumbing! Why am I seeing this?). What’s worse, you can’t figure out how to get rid of the pop up. After fighting with it for a while, you finally find the hidden “X” to close the pop up. The site is ugly, everything is brown and there is a large, out of place logo encased in a white rectangle. There are a few pictures, all of which are blurry. To top it all off, the site is riddled with typos.
You really want to give this guy a chance, so you have the brilliant idea to Google his business and read some reviews. Upon Googling his business, you find nothing, no reviews, no mention of his site, until the 6th page of Google results, where there is a link back to the website you were just looking at.
Okay, he’s a friend of a friend, you decide to give him a chance. Oh no, now you can’t seem to find his contact info on his website. Frustrated, you decide to contact one of the first page results from your Google search.
The only reason you went through this trouble is because you wanted to give the guy a chance. Not every customer is going to want to give your business a chance. In fact, most of them won’t.
Now let’s see what a good website does to account for this.
What Does A Good Business Website Do?
Imagine the same scenario as above, now this friend of a friend’s website is ExcellentPlumbing.ca.
This time you decide to Google the site first. WOW! His website is on the first page of Google, in fact Google predicted what you were looking for before you even finished typing the name of the business! They have multiple 5-star reviews, each review is no less than a paragraph ranting and raving about how friendly & professional they are.
Upon entering his website, you are impressed by the sleek, clean layout. There are some stunningly clear pictures of their team at work, along with the beautiful logo & catchphrase “Your Friendly Neighborhood Plumber”. There’s a section on the website where they create videos showing homeowners how to fix some problems on their own. There is an option to sign up for a newsletter, and if you do so, you receive 10% off your first service appointment. You’ve seen enough, you sign up for the newsletter & clicked the innocuous, yet attention grabbing “Contact Us” button to book your appointment.
If Excellent Plumbing is able to follow through on the promises made on their website, they have likely just created a customer for life. All this without ever having to reach out to the client asking for business.
How Can I Tell if My Website is Helping or Hurting My Business?
Obviously, there are many factors that contribute to whether or not your website is effective. Any designer (or any business for that matter) promising a service or results that sounds too good to be true, likely is (“First page of Google, guaranteed!”).
While you would have to have metrics that you’ve been tracking over a period of time to truly assess the health of your Business Website, we’ve created a tool to score your website on the most basic factors that your website definitely shouldn’t do without. Keep reading to find the link to this tool, it is entirely free to use, we simply ask for your email in order to see the results.
How Does Bluedot Tech Help?
At Bluedot Tech, we are more than just web developers. We are business owners who understand what you’re going through every day. We work within a variety of industries creating stunning, effective Business Websites that focus on what you need to focus on. We don’t tell you what to do, we sit down with you to understand your business and your needs so that together we can develop a plan to help your business grow. We don’t treat you like a customer. We treat you like a part of our team, and we strive to grow our business alongside yours.
Please click here for our “Is Your Website Helping or Hurting Your Business?” tool, and please don’t hesitate to contact us with any questions you may have. We’re here to help!
Please note all examples used in this article are fictional & in no way refer to real businesses.