FIVE REASONS EVERY SMALL BUSINESS
NEEDS A WEBSITE

January 21, 2016 • By LORRAINE STICKLEY • GETTING ONLINE

The 2015 holiday shopping season was a good one for businesses online. Thanks to
strong sales from Black Friday and Cyber Monday, online retailers reported an increase in
sales of 15 percent from the previous year with Cyber Monday proving to be the largest
online sales day ever, netting $3.07 billion.

However, only 51 percent of small businesses have websites, despite the fact that 97
percent of consumers search for products and services online, according to figures
released earlier from The SCORE Association (SCORE).

The disconnect between small companies and the growing number of consumers who vet
brick-and-mortar businesses based on their online presence could be keeping
entrepreneurs from millions of customers – and dollars. SCORE Vice President of
Marketing Bridget Weston Pollack said, “If a company or a small business doesn’t have an
online presence, they are missing a huge percentage of the population that could be
shopping at their store.”

A website not only helps small businesses promote and sell their products and services,
but it also allows them to distinguish themselves from their competitors, especially for
customers who rely heavily on the Internet to learn everything about a company. This
makes a website one of the most important business assets for sharing information,
building credibility and standing out in crowded marketplaces.

According to a recent Verisign report, 97 percent of U.S. small businesses with a website
recommend other small businesses also establish a website. Here’s why:

1. FIND CUSTOMERS

Verisign found that 88 percent of U.S. small businesses with a website agree that it’s
made it easier for customers to find their business. Today, customers are constantly
searching on computers, tablets and smart phones. A website enables them to find your
company and learn about your business and what it offers at anytime and anyplace.

In today’s competitive online search environment, content is key. Google has revamped
its algorithms to better serve user searches today, including rewarding sites that provide
visitors with helpful content and a good user experience. This means that if someone is
looking for a product or service that your business offers, your website needs to show up
in the search results or you will miss out on potential sales leads.

2. BUILD CREDIBILITY

You can build a brand presence for your business on social media, but you’re restricted by
the platform in terms of design, process and technology. A website can help small
businesses increase flexibility, control, branding and credibility. Eighty-four percent of U.S.
consumers believe a business with a website is more credible than one that only has a
social media page. To be credible and attract new customers, a website can make a
difference.

3. GET MORE CUSTOMERS

Ongoing business success oftentimes rests on your company’s ability to bring in new
clients. Reaching thousands of people using only traditional marketing methods like direct
mail or print advertising can be very expensive and unreliable. Getting online enables you
to reach more people locally or outside of your region while paying less for the exposure
—and you can even measure the specific results. In fact, 77 percent of U.S. small
businesses said a website is a great way to find new customers.

And, it’s not just about gaining new customers; you can use a website to better serve
existing customers too. The ability to update business information 24/7 on the Internet
improves customer communication while freeing up time to focus on other business
priorities. And with a branded email, you can begin email marketing, driving traffic back to
your on- and offline sites and boosting customer loyalty with your brand.

4. GROW YOUR BUSINESS

Many small businesses aim to expand in the market and reach out to new customers.
While face-to-face interactions can be important and business often comes from word-of-
mouth, a website gives you a chance to “pass your card out” to thousands online. With an
e-commerce store, you can sell items online and ship the product to customers almost
anywhere in the world. You might discover that customers in a neighboring city or state
are interested in your services, leading to a larger service area, and maybe even an
expansion to regional offices. In fact, 81 percent of U.S. small businesses say that a
website has helped to grow their business. With a website, you can reach a greater
number of potential customers and opportunities.

5. GAIN COMPETITIVE ADVANTAGE

The recently published Verisign report shows that 93 percent of U.S. consumers use the
Internet for research before making a purchase. Consumers want to be informed about
their purchasing decisions— what they buy and from whom they buy. Without a website,
you risk losing customers to businesses already taking advantage of the online
marketplace. If you’re in direct competition with another business that has a website,
your competitor has a clear advantage—especially if they are effectively marketing their
website. A website can help level the playing field.

Eighty-four percent of U.S. small businesses surveyed by Verisign said their website is
important or critical to their business. More than half of U.S.-based small businesses don’t
have a website, so there is no time like the present to establish your business website and
get ahead of the competition.

BEFORE YOU START, CHOOSE YOUR DOMAIN NAME

Before you start building your website, you first need to establish your address on the
Web. In this digital age, your site’s Web address (or domain name) is central to online
activities, so take careful consideration when choosing a domain name. First, ask yourself
which domain extension like .com or .net, best serves your business. Second, select a
name that is memorable and descriptive, and isn’t trademarked by another company.

Read the new Verisign e-book, “Five Reasons Every Small Business Needs a Website,”
below to learn more and get a domain name for your business’ website today.