Why your website is an overpriced pamphlet

Before we explain why (and before all of our web developer mates start looking for their pitchforks), we’re not saying businesses don’t need a website. Because most do (not all do but that’s a topic for another time).

However, a website is no longer what it used to be, particularly for small and medium businesses.

Websites: the game has changed

Back in the noughties and even through much of the 2010s (when Eminem ruled the airwaves and we had to endure the Twilight Saga), a ‘complete digital presence’ for small and medium businesses consisted only of a website.

If you had a website with some basic information about your company, your services/products, and a phone number or address, you were considered ahead of the pack.

That was it. That was all you needed as it allowed prospective customers to ‘find you’ online if they’d:

1.Driven past your bricks and mortar store and wanted more info; or

2. Heard about your business through a friend of a friend at a weekend bbq.

However the game has changed. Just having a static website isn’t enough.

'Outreach' activities are the new normal

Sure, people will still seek out your website if they see your bricks and mortar store (if you have one) or they’re referred by a friend.

But you now need proactive outreach activities (through channels like social media and email marketing) aimed at prospective customers to keep your brand top of mind, and proactively drive traffic to your website.

And it’s not just prospective customers you need to be thinking of. It’s all of your stakeholders - your suppliers, staff, referral partners, local community etc.

Doing the bare minimum

We often hear business owners saying things like, “I’m not sure social media is the right fit for my business” or “I don’t have an ecommerce business, why would I want email marketing?”.

However, we can guarantee your competitors are doing it, and your prospective customers are already on their social media feeds (and in their inboxes) engaging with these businesses.

And just to be clear, outreach activities aren’t required to get ahead of your competitors.

In 2022, proactive outreach activities (through social media and email marketing) are considered an essential - the bare minimum you need to be doing as a business.