A website is a crucial element for generating results online. It serves as a destination for potential customers and offers complete control over the content, unlike social media platforms where businesses are dependent on external algorithms.

Many small business owners I’ve spoken to, especially in the country where I reside, don’t prioritize having a website. Some say they already have too much work, others see no advantage, while others simply lack knowledge. Still, some believe their business is too small for a website. I couldn’t disagree more with any of these arguments. The size of a business should not dictate whether or not it has a website; every business needs one. The next step is to decide on the type of website that makes sense from a cost-benefit perspective.

Your Online Presence vs. Physical Location: Who Gets More Visits?

How many people visit your physical store? And how many people search for and review your online presence or that of your competitors? Having a well-represented website will help unlock contacts from potential customers, making a difference in whether they contact your business first or that of a competitor.

Imagine this scenario: you’ve moved to a new home, and for the first time, you have a fireplace. You need firewood and decide to search online. What will influence your decision on whom to contact? Your online presence and credibility could secure those first sales.

Total Control and Ownership

Unlike a Facebook, Instagram, or TikTok page, your website allows you total control over the content and who sees it. On social media, you could have 10,000 followers, but only 5% might see your posts in their feeds. With a website, you know that every visitor can view your content. This autonomy allows you to communicate official information about your business, including promotions and updates.

Cost-Benefit Analysis

This aspect must be examined, but in most local businesses, an investment of around $1,000 to $4,000 — depending on the complexity of the project and some conditions (number of pages, features, if it's template based, etc.) — can yield desired results. A professional, albeit simple, website with a well-structured layout, clear calls to action, essential company information, and good SEO practices will help it appear in the top search results for relevant keywords. For many businesses, like restaurants or delivery services, I have no doubt it will provide a return on investment.

If you want to minimize costs, starting with a template can be a good solution.

Being Found on Google and Increasing Sales

Having a website is an excellent way to connect with customers through search engines, where Google reigns supreme. When people search for something, the pages that offer the most relevant content will have the upper hand, allowing businesses to be discovered by potential consumers.

This leads to a potential increase in sales. A well-designed website is essential for businesses to expand their operations and convince more people to make purchases. The site acts as a showcase for products and services, providing links that clarify doubts, facilitate contact, and present the company to buyers and society in general.

As I mentioned earlier, having a strong online presence and credibility will help you receive initial contacts, and if all goes well, secure that first sale. The following sales will depend on the quality of your product. That’s up to you.🙂