Today, having a robust online presence is no longer optional; it's a necessity. Yet, as I've discovered through recent conversations with some business owners in Assam, many still need to learn to invest in a website. Their reasons range from cost concerns to doubts about the benefits.
Let's get into these misconceptions and unveil the true power of having a website for your business in 2024.
For many small businesses in Assam, particularly in traditional industries like restaurants, healthcare, education or professional services, setting up a website still seems optional. With platforms like Google My Business (GMB) and social media platforms like Facebook and Instagram already providing some online visibility, you may wonder, “Why do I need a website?”
"A website is no longer a luxury for small businesses—it's the digital storefront that builds trust, enhances visibility, and drives long-term growth."
As a business owner, you may have concerns about the cost, upkeep, and the real benefits a website can provide. These are valid concerns, but they also stem from common misconceptions.
Let me try to clear up those doubts and help you understand why a website is still one of the most powerful tools for business success.
Myth 1: “Google My Business and Social Media Are Enough”
This is perhaps the most common belief among small business owners. While Google My Business (GMB) listings and social media platforms like Facebook and Instagram give you some visibility, they’re no substitute for a well-designed and optimised website. Here’s why:
A. Control Over Your Brand’s Story
GMB listings and social media pages are highly restrictive regarding how you present your brand. A website, on the other hand, is your canvas. It lets you control every aspect of your branding- colours, typeface, tone, images, and messaging. Your website is your digital storefront, open 24/7, where potential customers can learn about your products, values, and business philosophy in a space you fully control.
B. The Trust Factor
Having a website lends your business a visible legitimacy. For businesses, whether it’s a restaurant, an interior accessories shop, or a training institute, credibility matters. A website communicates that your business is established, professional, and serious about its operations.
C. Climbing The Search Engine Ladder
While GMB listings are helpful for local searches, they lack the deep search engine optimization (SEO) potential that a website provides. With a website, you can rank for specific keywords relevant to your business, which is crucial for both local and national reach. For instance, a restaurant with a website optimized for “best Thai restaurant in Guwahati” will stand a far better chance of appearing in relevant searches than one relying solely on GMB.
A well-optimized website, particularly one with a blog or landing pages tailored for specific services or products, can drive organic traffic for years. Around 50% of all website traffic comes from organic searches. This is something GMB or social media can’t match.
Myth 2: “A Website Is Too Expensive”
Cost is always a concern, particularly for small businesses with limited budgets. But the truth is, a website is an investment, not an expense. Let’s break this down with actual numbers.
A. Low Initial Investment
For basic websites, there are affordable options. A small business can get a clean, professional website for as little as ₹10,000 to ₹25,000, with all the essential pages like services, contact forms, menus (for restaurants), product listings, etc. Of course, there would be little extra charges for the domain name and space.
B. Long-Term ROI
Unlike an ad that disappears or a temporary catalogue, your website works for you around the clock. Studies show that businesses with websites see a 15% to 50% increase in revenue, mainly due to the increased visibility and ability to reach customers beyond their immediate area. For a restaurant, this could mean more reservations and online food orders. For a training institute, it could mean more course enrollments, as people can find you easily online.
c. DIY-Friendly Maintenance
Gone are the days when you needed a technical team to maintain your site. Platforms like Wix, WordPress, or Square Space offer easy drag-and-drop options to update your content. If you’re worried about upkeep, know that the cost of maintaining a simple website, including updates and occasional redesigns, is quite low in terms of the value it provides.
Myth 3: “Websites Aren’t Useful for My Business”
Perhaps you’re a salon owner, or you run a B2B service like a supplier of construction materials. You might think a website won’t make much difference, but here’s where the true value lies.
A. For B2C Businesses: Immediate Customer Engagement
For businesses like restaurants, parlours, or retailers, a website isn’t just about providing information; it’s about creating an experience. Having an online menu, a gallery of your products, or a booking form for reservations can immediately engage your potential customers.
B. For B2B Businesses: Your 24/7 Lead Generation Machine
For B2B businesses, websites are a critical tool for lead generation. According to HubSpot, 61% of B2B marketers find their website the most effective channel for generating new leads. Whether supplying raw materials to manufacturers or running a consulting business, your website is a hub where companies can learn more about your offerings, check reviews, and submit inquiries.
C. Mobile-First Design: Reaching People Where They Are
One key aspect of having a website today is ensuring it’s mobile-friendly. As of the latest data, Assam has one crore internet users, representing around 30% of its population. People are accessing information on their phones more than ever. If your website is designed with mobile in mind, you ensure that customers can easily find you, view your products, and engage with your business from anywhere.
"When a business has a well-structured website, it’s like opening its doors to a wider audience. It signals reliability and professionalism, which are crucial in today’s market."
Myth 4: “Social Media Can Drive All My Sales”
While social media has its place, it can only be part of your digital strategy. Social platforms are great for engagement, but they come with limitations.
A. Algorithm Dependency
Social media platforms like Facebook and Instagram operate on algorithms that control who sees your content. Organic reach on these platforms has dropped drastically, with recent studies showing that organic reach on Facebook is now just 5.2% on average. In contrast, a website gives you direct access to your audience without having to depend on algorithms or pay for visibility.
B. Ownership
When you build your digital presence solely on social media platforms, you’re essentially renting space. These platforms can change their rules or even disappear (Although I must admit the Meta platforms are going nowhere soon, considering the business they are doing). A website is something you own. It’s a long-term asset that can evolve with your business or initiative.
The Bottom Line: Your Website, Your Success Story
In 2024, a website isn't just a digital brochure; it's the cornerstone of your online presence. It's your most reliable customer service agent, your most effective marketing tool, and your ticket to reaching customers far beyond your physical location.
The costs are manageable, the benefits are substantial, and the growth potential is limitless. Don't let misconceptions hold your business back. In an increasingly digital world, a website isn't just smart—it's essential for your business's growth and long-term success.
Are you ready to take your business to the next level? Your website is waiting to tell your story. Let's make it happen.
Md. Anisul Hoque
Founder & Creative Head
Resonance Brand Communications
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