Estimated reading time: 3 minutes, 20 seconds

Small businesses need an online presence to be successful. Yet, according to Visual Objects, almost 40% of small businesses choose not to invest in a company website. Websites allow small businesses to connect with customers and prospects and are essential for any small business looking to grow market share.

Specifically, developing a high quality website allows for small businesses to create opportunities for business development and growth. These include:

  1. Showcasing your products and services
  2. Establishing authority for your brand
  3. Converting site visitors to paying customers

This article will explore how thesg we three benefits provide all the reasoning you need to develop a website for your small businesses.

  1. Showcase Your Small Business Offerings

Websites allow small businesses to meet customers and prospects where they are – online.

People rely on the internet to initiate, direct, and complete their purchasing process: 89% percent of B2B researchers use the internet as a resource for starting their buying journey. .

People even depend on the internet for in-person purchases. According to Google, 76% of people who search for a particular type of company will visit a related business within a day, and 28% of those searches result in a purchase.

Based on this data, your small business website should clearly convey:

  • Basic company information, such as location and contact information
  • Product descriptions and visuals

Information about products and services should be detailed and useful for potential customers. This helps clarify crucial information about your company to interested customers and search engines. The more consistent your small business information is online, the better the chance that it is displayed in search engine results.

Creating content for each product or service your company offers, though, may intimidate some smaller companies with limited resources or web design experience.

Consult with web designers to review your small business website to ensure that its content and experience effectively showcases your company and its offerings.  

  1. Establish Brand Authority

Brand authority is essential to convincing customers about the expertise of your products and services. Make sure to take time and spend the requisite resources to develop your company’s authority through your website.

Websites are a natural extension of a small business’s brand. Your website allows you to:

  • Tell a deeper brand story: Websites are an outlet for your business to expand on its brand story, helping potential customers to get to know your brand before making a purchasing decision.
  • Control and protect your reputation: Your websites allows you to control how customers perceive your brand through the content you choose to produce and feature. Keep this in mind when developing a content strategy for your website.

Websites establish brand authority for small businesses and help establish a positive impression on prospects.

  1. Convert Site Visitors to Customers

A well-designed website can generate leads and carry them through the purchasing process. The lead generation process, however, is more than a “contact us” button at the bottom of a homepage.

Methods for using your website to convert prospects include:

  • Targeted messaging: Customized website content allows small businesses to speak directly to current and potential customers based on their interests and concerns.
  • Dynamic content: Visual content that asks thought-provoking questions or provides useful information is effective for attracting and engaging new users.
  • Calls to action (CTAs): Buttons and contact forms provide a clear online path for website visitors to convert to potential customers.

Effective website design helps small businesses use their websites as a sales funnel to increase revenue. Top web design agencies can help small businesses create intuitive websites using this idea as a framework.

High-Quality and Functioning Websites Can Facilitate Small Business Success

Websites allow small businesses to attract and engage with customers and prospects online. The increased awareness of, and interaction with, a small business’ brand offsets the money and time spent to develop a professional and appealing online presence.


Kelsey McKeon is a Content Writer for Visual Objects, a portfolio website for B2B services providers to showcase their former projects. She researches web design agencies and trends.

Last modified on Tuesday, 11 June 2019
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