June 24, 2013 Jaclyn Bickerton
Today, a website is a go-to source for anyone looking to find more information about your brand. Yet so many small and midsize businesses (SMBs) are still struggling to cultivate their online presence. I’d like to share an article from marketingprofs.com called “Six Reasons Your Website Will Fail.” The findings are based on an analysis of 1 million small and mid-sized business websites worldwide. Many of these findings are startling, revealing just how poorly equipped SMB websites are in this digitally connected age. Let’s take a look at some of the most troubling findings:
1. Not built for mobile devices
93.3% of SMB websites are not mobile compatible and will not render successfully on mobile devices. Internet consumption is quickly moving away from desktops to tablets and smartphones. It is critical for any SMB to ensure that your website is optimized for mobile. People need to be able to access your site on the go, and if your website isn’t mobile compatible, potential customers will turn to your competition.
2. No social media links
80.5% of SMB websites have no social media links – Facebook, Twitter, Pinterest, Google+, LinkedIn, foursquare, etc. If your brand’s social media accounts are not connected to your website, you are potentially losing out on your biggest source of traffic.
3. No email link
74.7% of SMB websites lack an email link on their homepage for consumers to contact the business. Email is the preferred communication channel for most consumers, and if you don’t provide an email to contact your business, you lose many potential customers.
4. Lack of Information
65.7% of SMB websites lack a form-fill option to enable consumers to request information. Information inquiry forms are necessary and helpful for small businesses. Yet only one third of SMBs are incorporating these into their websites. By not having a form fill option, SMBs are losing out on many leads and potential business.
6. SEO struggles
56.3% of SMB websites have no keyword info for search engine discovery. This is the most surprising to me, as with no optimization, your website is irrelevant. If nobody can find your website, it isn’t doing you any good. SMBs should be utilizing SEO tactics to help make your website search engine-friendly and improve your Google ranking.
A website is not just your digital storefront that can be left unattended once it’s up and running. It takes a high level of commitment and attention if you truly want your website to work for your business. It’s not enough to just have a website, if you don’t put the resources in to tend to your site, your website will never reach its true ROI potential.
Jaclyn Bickerton, Social Media, Raven5 Ltd, Oakville & Toronto Ontario, June 2013