Does Your Website Strengthen Your Competitive Advantage?

As a small business owner, you know you need a website to establish and grow your business. In 2017, 71% of small businesses had a website. Of those who didn’t, 92% said they will have a website by the end of 2018. This doesn’t just tell us websites are important, it tells us your website needs to have a competitive advantage, one that provides value to your customers. In a digital landscape it’s important to embrace the trends and use them to your advantage. Here are some things you can do to get ahead of your competition:

FOCUS ON FIRST IMPRESSIONS
Having a visually appealing website is important, but it means nothing if your page loads slowly. 40% of people leave a website if it takes more than three seconds to load. 47% expect a page to load in two seconds or less. This means people don’t just expect fast load times, they demand it. And if you can’t deliver, they will look elsewhere.

As far as design, creating good-looking, modern websites is easier than ever before. If you’re a proficient web designer, you may be comfortable creating a fully custom site or working within a pre-designed theme. If not, agencies like ours are here to help design and develop your vision.

KEEP YOUR AUDIENCE IN MIND
It’s impossible to form a meaningful connection with everyone who interacts with your small business, but it is possible to connect with your target audience. In order for website messaging to be effective, you have to be able to hone in on your ideal customers. Knowing and understanding this audience is essential before creating or redesigning your website.

In 2014, TruTV began making changes to attract a younger audience. Not only did the network alter their programming, they underwent a re-brand that was designed to reflect their new tone and appeal to younger viewers. By 2016 their median audience was 35 years old, a full three years younger than the previous year and it ranked among the top cable networks for young adults. TruTV may not be considered a small business, but their experience provides insight and meaning, no matter the size of your organization.

GO MOBILE
Focusing on your online presence is important, but take note: More people are using mobile devices to access the web. This means your website must be optimized for mobile. Unfortunately, 91% of small business owners missed the memo and their sites are not mobile-friendly. If your website works on both desktop and mobile, you already have a huge advantage over many of your competitors.

INTEGRATE MARKETING EFFORTS
You’ve been focused on your brick and mortar location, have you given much thought to attracting customers online? Many people use the internet like a phone book, which means they need to be able to find your business online, and easily. Digital marketing and local SEO can lead customers to your website if you’re using those resources. Marketing techniques like email, social media, and content marketing can help increase your online visibility and lead more customers to your business.

LOOK TO THE FUTURE
It may be frustrating to hear your website isn’t enough on its own. We like to emphasize its importance as an asset to your overall marketing strategy; one piece of many moving parts. In a constantly evolving digital world, small businesses have the ability to explore new trends, allowing them to get ahead of competitors and develop a successful online presence.

Interested in learning more? We can assist you with website design and development, social media marketing, and more. Contact us for additional information or to request a meeting.