“If you think you can or think you can’t, either way, you’re right.” Henry Ford
The same could be said of driving business through your website. Many businesses have a website that was built years ago. While it may have been a significant investment and was cutting edge at the time, it no longer functions as intended on modern browsers and certainly not on mobile devices. Once a site is up, its tempting to just let it be, especially if you think that you don’t really drive business through it.
Believe it or not, some organizations still don’t have a website at all. If revenues seem OK without a website, it may seem tough to justify the expense. While “if it ain't broke, don’t fix it” is a fine philosophy for many aspects of life, that approach toward websites could be damaging your business.
Without a website, how are new customers finding you?
You may say that you don’t drive business through your website and without one, this is certainly true. While you may be satisfied with your current clientele and their referrals, wouldn’t you like to grow your business? If a current customer wants to recommend you, how do they do that? Sure, they can tell their friends and associates about you, but how will this potential new customer find your phone number, hours, or address? The answer to that question may be this one: When was the last time you opened a phone book?
With 78% of people visiting a website before the actual business, how do you know that you’re not missing out? If a would-be customer does a search and doesn’t find a website for you, most would assume that you’ve gone out of business. If they do find your site and it’s out of date, unprofessional in appearance, or doesn’t function on their smartphone, they’re likely to pass on that recommendation from their friend. Either way, they’ll take their dollars right down the street to your competitors.
"If you don't drive your business, you will be driven out of business." B. C. Forbes
So, if you don’t think you drive business through your website, you’re probably right. But, you could be. You could also be using your website to work smarter, not harder.