Do You Really Need a Website?

In today's digital world, the conventional wisdom is that every business needs a website. But is that always true? While a website can be a powerful tool, it's not a magic bullet. Let’s explore when you might (or might not) need a website, and why simply having an online presence isn't enough – your website needs to have utility.

Many small businesses treat their websites like online flyers – a static page with basic information like address, phone number, and a list of services. While this is better than nothing, it's not much more effective than a printed flyer. It's passive, offering no interaction or engagement with potential customers. Even worse, you need to spend money to drive people to your online flyer where there are no actions to be taken.

Remember that people are not going to stumble upon your website, you have to drive them there via SEO, ads, or social media campaigns. I remember the early days of my web development career in the late 2000s fighting hard to convince a small take out owner that he should enable users to place orders on his website. Instead, he made us build him a flyer and in hind sight probably not a very good one. If I could go back, I’d tell him to save his money as probably no one ever saw his website.

A website should serve a purpose, offering utility to your visitors. Think about what actions you want your customers to take like book appointments, make payments, generate leads, build community, and of course offer detailed product descriptions, FAQs, or educational content related to your industry.

If your business is extremely localized (e.g., a dog walker in a small neighborhood) and relies heavily on word-of-mouth and local networking, a social media presence might suffice initially. If you're still testing your business idea and haven't fully defined your target market or offerings, investing in a complex website might be premature. Focus on validating your concept first, then build your online presence as your business evolves.

For most small businesses, building a website from scratch is a waste of time and resources. Platforms like Wix, Squarespace, and others offer user-friendly templates and drag-and-drop interfaces that make creating a professional-looking website accessible to anyone. These platforms handle the technical complexities, allowing you to focus on your content and functionality. Your digital marketing provider should be leveraging these tools to offer you updated designs and easy maintenance. They should be able to quickly create a functional website that meets your specific needs without reinventing the wheel. If your marketing consultant is insisting on building a website from scratch, it's a red flag.