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What Does a Business Website Do?

by Paul J. Scott

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You won’t find many people who would argue that every good company needs to have a professional website. And yet, if you were to ask most business owners and marketers what a website should actually do, you’d be surprised at how many of them couldn’t answer the question.

We know because this is an issue that occasionally comes up during meetings with new clients. They know they want and need to upgrade their web presence, but can’t really tell us why, or what results they’re after.

There are a lot of things your website can do, of course, but here are a few of the most valuable and important:

Your Website Can Inform

The simplest job your website has is to inform visitors about your company and the products or services you sell. It should give out basic information about where you work, whom you can help, and why someone should decide to do business with you instead of another company down the street (or on the next search engine results).

A Good Business Website Can Attract Leads

Of course, as great as it is to inform people about your business, you probably want some of those people to contact you to ask questions, set appointments, or otherwise come closer to becoming customers. If that’s your goal, there are a lot of ways to encourage the right buyers to find your website and then take action.

Your Website Can Generate Online Sales

In some situations, generating leads isn’t enough – you might want buyers to open an account or complete an order directly from your website. Whether you’re building a full online store or just want a few e-commerce features on your site, generating orders over the Internet can be a cost-effective way to boost sales quickly.

Your Website Can Fulfill PR Duties

Once upon a time, you had to hire a specialist to get coverage from the press or generate a lot of word-of-mouth talk in a community. Now, a few social post, email blasts, or online announcements can be enough to attract subscribers, promote an event, or get buyers talking.

Your Website Can Help You Recruit New Employees

Hiring the right employees is an underrated skill, and one that can make or break your business. But the job gets a lot easier if you have the right candidates to choose from. Your website should help you recruit the best and brightest employees so you can make the most of every new opportunity, online or off.

It’s worth pointing out that not only can your website do all of these things, but it should be fulfilling many of these roles all at once. If it isn’t, then you aren’t getting the return you should be on your investment. Why not speak to a member of our team today and see how we can help?

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