Leveling Up Your Business Website
Every business goes through a growth curve when they begin.
Some businesses succeed, and end up having longevity. Some of these reach a sweet spot where sales are about the same, year to year. Others continue to grow and expand, year after year.
What is the difference between the business that hits a plateau, and the one that continues to grow?
What factors can help a business level up? What things can hinder growth?
Obstacles To Growth
Leveling up is not for every business owner. Some are happy to get to a certain place and not go beyond it.
I am happy for them.
For businesses that want to continue to grow, they’ll have to make certain changes at certain points. These are not always easy or comfortable. But sometimes, stepping outside what is familiar or routine produces the greatest results.
Leveling up your business means doing things a little differently than you did in the past.
What got you this far won’t get you to the next level.
What You Aim For Is What You Achieve
There are businesses that have a steady flow of revenue, that doesn’t go up or down. They are satisfied with that. They don’t wish to grow bigger, and for them, things are fine.
Many of these businesses see the idea of a professional website and marketing as expenses to avoid! They do not see these things as an investment in their business.
Word of mouth has worked for these businesses for many years, so they see little reason to change.
The problem is that word of mouth only travels so far and so fast — and things don’t stay the same forever.
New competitors open in their service area. People in their existing customer base move away, retire, or no longer need their service.
Over a long period of time, this erodes their customer base.
So where do new customers come from?
Growth Is A Mindset
There are businesses that desire growth. They look at a professional website as an investment, and spend time each month marketing to potential customers.
These business owners realize that, fair or not, customers judge the trustworthiness of a business by their website.
Sure, a business owner can save a few dollars by spending weeks trying to build their website themselves. They can cut costs by hiring someone for $10 an hour from a freelancer exchange.
But in both those cases, their site will likely turn off more customers than it attracts, not to mention be vulnerable to malicious hackers, and not optimized for search engines.
Quality Influences The Outcome
It’s normal for business owners to research potential business partners, employees and vendors. This should be the same for who ’re choosing to plan your web design, development and marketing efforts.
- Who works there? Who will actually be doing the work?
- What is their experience? What’s the background of the leaders there?
- What results have they achieved for other clients?
- Does their own website look polished or does it look behind the times?
- Do they teach others what they know?
- Are other clients giving them positive reviews?
These criteria seem like they would be universal. But there are numerous web design sites that are not mobile-friendly, some of the portfolio sites no longer exist, or the people behind the work are an unknown quantity.
Your Website Represents Your Business
Customers may not trust your brand if your website looks old or doesn’t work as expected.
Likewise, potential business partners and investors will be less likely to trust your business if your website sucks.
A Stanford University study showed 75% of people judge the credibility of a business by the quality of it’s website design. According to a ResearchGate study, people thought 94% of businesses with a well-designed website are more trustworthy than similar businesses with poor website design.
It’s difficult for potential business partners to take your business seriously if your website is outdated, or looks like your nephew put it together.
Leveling up your business also means investing in your online infrastructure.
Go Far Together
If you have no website at all, a brochure website might be a good first step, but it ’t be your last step.
You’ll need an ally in your corner, who has the ability to help you, and who wants to see you succeed.
If you have a business website that is no longer serving your needs, then you should consider not only today’s needs, but tomorrow’s needs as well.
Building a website for stability, expansion and extensibility means it will be easier to level up in the future.
Choosing a web development partner is as important to your business health as choosing a doctor is to your personal health.
Consider the things you value most in your business. Research and find a web design provider who also values those same things.
Websites are never truly completed. Find someone you can work with, who has the aptitude and knowledge to take you to the next level.