The Importance Of Having A Great Website




of consumers visit a business's website before making a purchase

Depending on the product, up to 83% of consumers visit a company’s or service provider’s website before making a purchase (according to an article from Whiteshark Media).

Think about that for a second. How often do you find a business through the internet? Browse their website and judge their credibility based on their representation of their online self? This isn’t necessarily a fair judgement, however, it is one that people are making more and more frequently whether it be for plumbing, electrical work, or anything you can think of!

Consumers are using the internet more and more to find products, goods and services – and why wouldn’t you when it’s so convenient?

The Role Of Your Website

Your website serves as the online appearance of your company. In a world where people stay online for the majority of the day, a normal website just won’t cut it anymore. Just as you would brand-align and personalize your store or office, you must optimize your website. An increasingly larger portion of your consumer base is finding its way online – if it isn’t there already.


Users are judging your company based on:

  • their online experience
  • the appearance of the website
  • accessibility of your website.

If these do not meet their expectations, they will move on.


Having the right understanding of your website’s role can greatly influence your business. Try to imagine your website as an extension of your sales staff as they are both attempts to try and sell your business, product or service. In the same way you wouldn’t send an under qualified salesman to represent your company, you shouldn’t use an underwhelming website to represent your company.

Evaluating Your Website

There are a few key areas in which a website must be examined and optimized to ensure a great representation of your brand. Users will judge your website based on it’s appearance, usability, accessibility and their personal experience. In general, less is more. Less flashy imagery, bubble text, call-to-action overload etc. will bode well when it comes to keeping a user’s attention. Don’t be afraid of whitespace; whitespace is good, whitespace is clean. Making navigation as easy as possible is essential when it comes to a user’s online experience – We don’t want to search for your information, present it to us!

An important factor to consider when it comes to your target market is the load time and accessibility of your website. Many developing countries still have poor infrastructure for their internet accessibility and this must be considered when thinking about your target market.

Perhaps one of the most important aspects is how your business ranks on a search engine. A survey posted by Darnell Holloway shows that 85% of consumers use the internet to find Local Businesses. This makes it absolutely critical to ensure your website is well ranked and well optimized so that consumers can find you first!

Search Engine Optimization

There has been some controversy towards SEO (Search Engine Optimization) and SEM(Search Engine Marketing) in the recent past. The former refers to the unpaid, organic results generated from searches and the latter is a wider definition including the ads users click on that are presented on search engines. Some say that with Google’s more advanced search algorithms, SEO is a dying field of expertise. However, with all things considered, SEO is far from dead; It is just evolving. It is becoming increasingly more difficult for companies to stay relevant and optimized for Google if they don’t have relevant content.

“Content builds relationships. Relationships are built on trust. Trust drives revenue” – Andrew Davis

Currently, content is king! Content is the base on which most other factors are measured against for on-page SEO. This does not necessarily mean overloading your content with keywords, but rather to introduce as much content in as much detail as possible in an attempt to encapsulate your consumers towards staying on your website. Google uses over 200 different factors to rank your website, including your off-page results (People, businesses or consumers talking about your product or service on other websites/forums).

With the current state of Google’s search algorithm’s, it is also becoming increasingly more difficult for business owners to try and optimize their own website. This is a field that is usually better left to be outsourced by a professional online marketing team, however, there are many resources available online to teach the average internet user how to best optimize their website on-page for Google’s search algorithms.

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