The Value of a Custom Web Site

The Value of a Custom Web Site

Many small businesses look at a Web site as little more than a necessary cost of doing business. We've heard, more than once, "nobody comes to us because of our Web site" from business owners. The truth is that customers may not come to you because of your Web site, but they will use it to gauge whether they can trust you and to find out more about the products or services you can provide.

You've probably read it a few times here (and likely on other blogs), but a Web site is your first impression to the public. Need a landscaper? Google it.

Want to find a new delicious restaurant to check out on date night? Yelp.

In many cases, customers reach for their smart phone and open an app (or say "Ok, Google ..."). Inevitably, that app shows a link to a Web site and that's their next stop. Even people you meet at networking events, business mixers, or at a Meetup make their very next stop your Web site (or use Google to find it). If your site answers the three most important questions right away, you're off to a great start. Along with that important information, however, is a professional design and clearly visible trust indicators.

This is especially true for ecommerce sites, but even brochure sites for professional organizations or online services need a clear privacy policy and should be running on a secure layer (HTTPS/SSL - that little padlock you see in the address bar next to your domain name). If your current Web team has it handled, then you're a step ahead. If, however, you don't have a custom site you could be telling your customers there really isn't anything different about your company. Therein lies the real value of creating a Web site unique to your brand.

A custom Web site doesn't mean you will be unable to take care of the little things on your own. Any great Web site is built using a content management system that makes it easy to make changes and adjust your marketing message. If someone tries to tell you a custom site is antiquated or isn't something you would be able to make changes to isn't being very honest. I've said it before, but education is one of the things that makes us different. We want our clients be confident that they have control over one of their most powerful marketing tools in their arsenal. It starts with providing them the tools they need to tweak their message over time as their business evolves - and still have a unique look and feel.

If you're not sure if your site is custom or just a clone with your logo slapped on, reach out. We're happy to answer questions so you know what tools you currently have at your disposal.

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