Yesterday I was watching some TV before heading to a friend’s house when I heard a Godaddy commercial say that “every business needs a website to be successful!”
Is that true?
Does “every” business need a website to be successful?
It’s a great question, isn’t it? Let’s find out if it’s true or not.
What’s the Most Important Thing a Business Needs?
Every business is built on the principle of supply and demand. There are two ways of looking at this in my opinion:
- Demand is already there and all a business needs to do is attract enough customers to create the awareness that they can meet the supply side.
- Create the demand by exposing the need and then delivering on the supply.
The question is; what’s the most beneficial, explosive and cost effective way to attract or create the demand that converts into paying customers.
GoDaddy says you have to have a website.
But let me ask you; how many millions of business websites already exist that are not attracting anyone or creating an environment for any sales?
I agree with them that nearly 50% of all businesses still don’t have a website but the question remains; should they?
Would they be served any better by having a website?
Would it increase customer demand and tip the scale of supply and demand?
My premise is that it probably wouldn’t.
The overwhelming majority of businesses today in all industries are suffering online. They have websites that simply don’t work for them the way they’ve been told over the years it would. Some know it and are aware of it and don’t care; while others believe that a website merely means they are credible (we know that’s not necessarily true don’t we?).
Still, others are deeply bothered by the money and time spent creating a website for little to no benefit.
But wait… they have a website. They did what GoDaddy wanted them to do and they built the website. So, what’s the problem?
Message is More Important than Technology
Jordan owns a consulting business in the heart of the city. She has built her business one client at a time through networking. She attends at least three and sometimes five events per week where she meets people and builds relationships with the long-term in mind.
John on the other hand has run a successful coffee shop for three years in a nice suburban area. He relies on the foot traffic in the local shopping center where his shop is located.
Both have incredibly successful businesses and make a great profit.
What does each have in common?
They have no website or social media presence and they both feel too busy to care about an online presence let alone taking the time and spending the money required to build a website.
So, is Godaddy right? Do they have to have a website to be successful?
Apparently not… but hold on there is more to my story.
What both Jordan and John have in common is that they have learned how to message the relevance of their businesses extremely well.
Jordan through her networking and John through the culture and environment of his coffee shop have built highly successful businesses.
But wait; could a website tip the scales to their advantage and cause an increase in business that they can scale?
But in my opinion only if their message is right and they know who their audience is.
The Most Pressing Issue Isn’t a Website or a Social Media Presence
There is so much information out there about how to use the internet that it can feel daunting, confusing, or even complicated.
But it doesn’t have to be!
In my webinar and in previous blog articles I have shared that for the internet to work there are a couple of factors according to a few recent studies that shed light on successful internet marketing efforts.
- On average it takes 10.4 pieces of content before someone makes a buying decision. That can be a website, blog article, social media posts, comments on another website, forum activity, etc…. That’s a lot of CONTENT that someone has to consume.
- The #1 reason people leave a website is a lack of message.
Let me ask you a few questions:
- Is your website all about you or your product?
- Is your website design hindering your message?
- Is your social media screaming “buy me” all of the time?
- Do you feel like you don’t know what to say or write about?
- Does the whole idea of creating a website stress you out and leave you exhausted?
- Do you have a website simply because you believe you have to have one in order to look like you’re a credible business?
Here is the reality; a website can hurt you as much as it can help you; or even more in some cases.
The most important thing you will ever do for your business is not market or sell. The most important thing you will ever do is learn what business you are “really” in. You must learn:
- Your business inside out.
- The perceived and real needs of your customers.
- How they are feeling and what is going through their minds.
- How to communicate with them and not to them.
- How to attract instead of only hunt.
- How to communicate how your product or service meets a need or desire.
- How your business can make a difference in both the lives of your customers as well as in the community where you do business.
- Share the benefits of your business as it pertains to each individual customer.
When you master the craft of knowing your business; marketing and selling becomes significantly easier!
If you can’t do some or most of these things then your website will just sit in space. A website has to engage the site visitor and then give them a reason to contact you and the still be given a reason to be put into a sales environment.
Remember, people hate to be sold but they love to buy!
So, Godaddy is right and wrong.
If you don’t have a message that is worthy of being consumed online then you’re wasting your time in the digital age where content is no longer king; the right message is king.
Content is the queen that supports your message.
I know, some will want to argue with me and tell me I’m wrong. I’m okay with that if you’re still drinking the old Kool-Aid from those who don’t understand the evolution of the internet or marketing.
At one time it was true that content marketing was king but those days are long over.
In the modern digital age if you don’t have a message you will either:
- Attract few to no customers, or…
- Attract the wrong prospects who are not able, willing and ready to buy from you.
Your content may be good but if it’s not telling the story, relevant, interesting, compelling or inspiring then your online presence is nothing short of wasting your time, energy and money.
But, if you work on your message, hone it and master the craft of delivering that message then yes Godaddy is absolutely right!!!!!
Your business needs a website.
While both Jordan and John are enjoying successful businesses without the internet just imagine how much more successful they might be if they were able to take their message and apply it online. Something tells me that they would see some tremendous growth.
If you want to learn more about how to create a message that will attract new visitors to your website and convert more prospects into sales then I want to ask you to register for one of my free upcoming webinars. Learn in more detail why and specifically how you can learn to create a message that is a game changer for your business!
If you have a thought, idea or comment you would like to share please leave it below in the comments and let’s talk. I would love to hear from you!!!!
Latest posts by Don Purdum (see all)
- Value Proposition: How to Create One That Inspires Sales - June 23, 2016
- Influencer: 6 Ways You Can Become an Influential Industry Expert - June 22, 2016
- Target Marketing: Discover the Keys to Hidden Markets That Are Costing You Money - June 21, 2016