When I started in web design some 20 years ago, I never dreamed it would be what it is today. The things that used to take me hours to do are now only a couple clicks. The code I used to write by hand is now generated in a matter of seconds…and far more efficiently written than I ever did it. While websites are still important, what you really need is marketing and copywriting.
I’ve talked to countless business owners over the years that just didn’t see a reason to have a website built. I’ve also talked to plenty that just felt the $1000 or $10,000 they spent were a complete waste of money. And you know what? They’re right.
Why it’s a waste
A web designer’s job isn’t to just build a website. It’s to build an extension of their brand. A flow. To communicate a story in an articulate way. To the extent it doesn’t do at least those things, it’s not a properly built website.
A reason I say it’s a waste for many people is because they build the site, but that’s it. They use a mediocre designer at best and don’t have the proper plan worked out for what the site’s goals are over the long haul. Couple this with hiring the cheapest you can find and you’re setting yourself up for disaster all the way around.
The bigger reason I believe it’s a waste is because the underlying problem of the company is actually branding. Many companies have no idea what their brand actually is. They don’t understand the story they are telling to customers or prospects. They also have been given false hope by some sales guy that a new website will help their business immensely. To be fair, it’s possible that a new site with some form of marketing could help. But it’s also true that a new site without proper brand messaging is a waste of time, money and effort.
So I don’t need a website?
Well, no and yes. No, you don’t technically need one unless you’re an online only business such as an eCommerce store or something similar.
But yes you do because of the various ways they can be used. Here’s a few suggestions.
- Setup a single page site with your hours, location and contact info. You should have a way for your customers or potential customers to opt into your email list too. I do hope you’re building that regardless of your industry. If you’re not, I can help.
- Do a DIY site with a prebuilt theme. Keep it simple and use something like WordPress or Squarespace. They have premium themes you can purchase for under $100 in most cases. I suggest premium themes over free ones because they come with support if you get stuck.
- Use a site like about.me to create a one page info site.
What you REALLY need is marketing and copywriting
Web design for the small business has changed drastically. Still needed, but things can be done much cheaper than they once were. What you really need to pay for is marketing and copywriting. Getting people engaged in your brand is key and that is the number one way to grow your business. So while a website may not be the main focus of your marketing, it is still important. We just need to think of it in a different light.
If you are in need of a fresh perspective on your website or help with marketing your business, I’m here for you. I don’t do it for you, I train you. I have found that business owners like to understand what they are doing so they can hire the right people for the job. So I will train you on what to look for and that will help put you on the path of least resistance when it comes to marketing your business.