B2B Content Series: Websites

We often get the following question: “Why do I need a website? I’m just a small business, I don’t think I need one.”

Thinking about what to put on your website can be a bit overwhelming.

Many view websites as an online brochure; a place to put your brand message and sell your products or services. A website, however, should also provide utility (useful resources and information) to your target consumer. It should show them who you are and it should provide them with mostly everything they need to know to help them make their consumption choices (buy from you).

Sometimes, brands do this by providing templates or eBooks or quizzes. Any of these content choices will ease the consumer into a different stage of their decision journey. We can talk about that journey later. For now, let’s just say, it will bring them closer to buying from you.

Websites give your brand credibility. It shows that you are established and it engenders trust. Customers will be skeptical about a brand that they are unfamiliar with and your website is a wonderful place to present them with your value proposition.

Before we go on, I think that there are some big myths that we should bust about websites:

Great Big Myth 1 : You can’t afford a website; they are very expensive.

Great Big Myth 2: You will be drowning in code that you don’t understand and it’s too technical to start and manage, *deep sigh*.

Here are some facts: Different types of websites incur different types of costs. If you need a website that’s going to manage lots of data and traffic and will require lots of bandwidth and security, then you will need to invest more money with a dedicated hosting plan and a more complex content management system. If you just want a site that will tell your consumers who you are and have them sign up for email or a newsletter, then you probably won’t need to invest in that level of hosting.

Another potential for huge costs when it comes to website development is paying a developer to create your site. In that case, you pay the developer for their expertise (read: expert coding) and this can be a very time-consuming enterprise. If you have the cash flow and an established business or brand that requires a complex website with many bells and whistles, then you may need a developer. But if you’re just starting out, you can use a website builder, and the help of a marketing coach or consultant.

Want to talk about this more over a cup of coffee, virtual or otherwise? Send us a note.