Some people may assume you only need a website if you are an online business. However, that is no longer true. Even if you only offer in-person services or only have a brick-and-mortar retail location, you still need an online presence.
Customers often try to look up a business online even if they are planning to go in person. They could want to find out business hours because no one wants to pick up the phone and call anymore. They may want to see the menu or prices ahead of time or check if there are any special deals on the website. They may want to find out more about the business.
Not having a website today is like a missed opportunity. It is no longer an optional frill. It is a necessity in most cases. Here are some reasons why.
1. Casting a Wider Net
If you are going to rely on people walking or driving past your store or office, you are limiting yourself to those in your area. However, if you have a website, you can potentially appeal to people far beyond your geographical radius. It’s not just product-based businesses that need websites to reach more customers, services and professionals do too.
For example, if you manage a law firm, digital marketing is something you should not put on the back burner. By having a top-notch web presence, you can increase the billable hours and make your partners and stakeholders happier. Instead of just waiting for past clients to refer you, or for people to stumble into your office, law firm digital marketing allows you to cast a wider net. Instead of addressing your immediate vicinity, you can focus on the entire state. If you have attorneys licensed to practice in other states, you can market yourself to those regions too.
2. Convert Browsers into Billables
Say the law firm you manage specializes in family law. Your website should be able to deliver on the basics like scheduling appointments easily and providing the contact information. The website should also have photos and bios of the attorneys. This way people know who might be potentially representing them. Remember to include their education, if they speak additional languages, and their area of specialization.
In addition to this, a good website can also engage more potential clientele by providing answers to frequently asked questions. After a disclaimer that each case varies, your firm can answer queries about how maintenance (formerly called alimony) and child support are calculated. You can have articles about the importance of a parenting plan and how parenting time (formerly called child custody) is decided. This can keep people on your website longer, and they may schedule an appointment because they feel your firm is there to help them.
3. Networking Matters
A strong online presence is also invaluable for networking. In many fields, success depends heavily on connections. Often, it’s more about who you know than what you know. For instance, real estate agents who frequently work in a specific area may develop strong relationships with local contractors, inspectors, and other professionals. These connections can streamline the process, making it easier to coordinate tasks and close deals. Agents who have worked with the same inspectors many times often have a good sense of how they approach certain issues, which can be a significant advantage during negotiations.
If potential customers or collaborators search for a professional, they should be easy to find. That’s why having a website is crucial. Business cards are no longer the primary way people store contact information. For example, if someone is searching for a top real estate agent to help sell their home, your website’s SEO should ensure you appear on the first page of results. Even if someone slightly misspells your name, your website should still come up. For instance, if your name is spelled Katelyn but some people might search for Caitlin, your website should account for this and show up in the results regardless of the spelling.
4. Tech is More Cost-Effective
A regularly updated website can be far more cost-effective than relying on print and online advertisements or hiring a large marketing team. With a strong SEO strategy and valuable content on your web pages, you may not need to invest heavily in other marketing avenues. Even if you choose to run a social media campaign, directing interested customers to your website is much simpler than asking them to make a phone call.
Websites are accessible 24/7, allowing users to gather information at their convenience, without being restricted by business hours. They can also provide a wealth of information about your products or services, answering potential questions before a customer even needs to reach out. Additionally, websites offer opportunities for lead generation through forms that capture email addresses for future communication and marketing.
For instance, an exhausted mom might be browsing late at night for a reliable childcare service. It’s much easier for her to schedule an appointment online at her convenience than to call during business hours when she might be at work herself. By providing an accessible, informative, and professional website, you make it easier for potential clients to engage with your business on their terms.
No matter your business, having a website is necessary — whether you operate online or in person. A well-designed site extends your reach and serves as a powerful tool for converting potential clients into loyal customers. Ultimately, a strong online presence is essential for staying competitive and growing your business in an increasingly connected world.
Lynn Martelli is an editor at Readability. She received her MFA in Creative Writing from Antioch University and has worked as an editor for over 10 years. Lynn has edited a wide variety of books, including fiction, non-fiction, memoirs, and more. In her free time, Lynn enjoys reading, writing, and spending time with her family and friends.
