Why Do We Need a Website?

Recently I was requested to pay a sales call on a prospective client (by another associate) and included in my sales call was a request to sell the prospect on why they actually need a website. That’s right, there are still companies and organizations that don’t have websites and don’t know why they would need them.

So This Organization Has Never Had a Website?

Perhaps there was a site once, back in the early days of the Internet – a page designed by Uncle Joe’s nephew, Jebadiah (who subsequently graduated high school and became involved in other pursuits). The company’s web page, of course, was neglected almost from the instance of its birth. Soon, the e-mail addresses and cell phone numbers listed on it no longer worked. Finally, the domain name expired and the forgotten site just literally disappeared.
“Well, I think we had a website once,” says the prospective client. “But I don’t think we ever got any business from it.”

Well, Isn’t It Obvious Why You Would Need a Website?

Actually, it isn’t that obvious to a business owner—unless you use the “everyone has one” philosophy. I suspect that many companies cannot actually tell you the specific purposes of their site—what their site accomplishes, what type of visitation it has, what kind of results it gets, and what can be added as their business grows and changes.

A website should be a reflection and extension of an existing business and/or business model. That is IT, in its simplest form. There are lots of functions that sites can do, but the main reason to have a website is that you are adding a great marketing and technology teammate to your business team, and it is a teammate that will be a key part of your business from this point on.

OK – Seems Like Every Organization Needs a Website. Are They the Same for Every Industry?

I think every website has, as its primary aim, accurately reflecting and presenting the company or organization. But each industry has different functions that the website will provide, and each industry (if not business) may be looking for different results (also called “conversions”) from its site. These aims are generally discussed and established during the design phase of your website.

For Example: Real Estate

The real estate industry uses websites to promote Realtors and to list houses for sale. If a web visitor decides to tour the house, they will contact the Realtor—and the website has done its job by delivering a potential buyer.

For Example: Online Retail

For an online store, the goal is to build brand awareness, present products, and create repeat customers. But a visitor may browse multiple times before purchasing—so design, content, and marketing tools must work together to close the sale.

A Few Extra Key Points as to Why You Need a Website…

Your Company’s Primary Brand and Marketing Vehicle

Your website is a marketing vehicle. It promotes your brand, highlights your services and products, and encourages action from web visitors. Whether you’re attracting new customers or serving existing ones, your site is your commercial front door.

Your Most Controlled (and Best) Word of Mouth Tool

Word of mouth is still one of the strongest forms of marketing—and today, that often includes a web link. A great-looking, memorable site will reinforce every referral and make it easier to recommend your business. It’s far easier to say “visit [yourdomain].com” than recite an address or phone number.

Your Best Salesman (Who Never Takes a Break)

A website works 24/7. Visitors browse, get a feel for your company, read your About page, skim your FAQs, and—if everything clicks—head straight to your Contact form. That’s your website initiating the sales process.

A Hub for Key Business Information

People visit your site to find names, emails, addresses, hours of operation, and driving directions. They also want to know who they’re doing business with. Staff bios and company insights help them trust you—and your website handles these questions automatically.

Your Key to Competing in the 21st Century

When people need a product or service, they search online. Not having a website takes you out of the race. Search engines, SEO, and even small-budget ad placements give you a fighting chance—and a great website increases your chances of winning.

So… Why Do We Need a Website?

In hindsight, the question “Why do we need a website?” is a great one—one every business should ask at the start of a new website project, and again every year after.

Your website should be a living, breathing member of your corporate team. It should have clear missions and goals. And like any team member, it should receive regular reviews, updates, and fresh direction.

Technology will keep evolving. Your customers will grow and change. And your business will adapt. Through it all, your website will only grow more important. If you’ve been asking yourself Why Do We Need a Website, now’s the time to answer that question—and take action.

Cheers Mate,

Peter Beare – Webmaster

Peter Beare is CEO of BeareWare, a Website Design & Development Company located just outside of Nashville, Tennessee. Since building his first website for a local sports club in 1998 Peter has been a webmaster. Over the last 10 years Peter’s duties with BeareWare have included website planning, design and development, website marketing and sales, as well as database application programming & project management. But when all is said and done, Peter is still a webmaster and this is “Interview with a Webmaster“.