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Some of my favorite places to shop are those uptown mom-and-pop-type shops in small cities. They always seem to struggle against an ever-changing, competitive, modern marketplace. How many of those places have a website or social media? More often than not, the few that do are set up by a family member instead of a professional.

What are they missing out on, and why does it make a difference?

Establish A Presence

A business without a website risks being overlooked in today's fast-paced digital world. A well-designed, informative, and updated website will add credibility to your business. It provides customers with the reassurance that you are a legitimate business.

Unlike a physical location with operating hours, your website is accessible independently of a physical location or employee. This means that your customers and potential clients can visit your site for support or information about your products and services no matter what time it is. Whether someone visits your website from home or on a flight, they can initiate business with you.

Running a business can be challenging enough without considering how world events like COVID-19 changed how people shop. It caused plenty of places I enjoyed shopping at to close, but it didn't have to. People still needed goods and services, but some places were unprepared to adapt to online clientele. Stores that had websites were still in a position to conduct business and may have benefited more due to their competitors' closures.

Enables Content Marketing

At the heart of digital marketing is content. A website allows you to showcase your expertise and knowledge through blogs, videos, and various other forms of content. This content drives traffic to your website, which helps you engage with more potential customers and establish relationships without ever meeting face-to-face.

Think of your favorite hole-in-the-wall store and the things that make it great. Maybe that means their products are always exciting and have a story, or they throw in an extra part that you might need, or the way the long-time married couple bickers about things only the way two people who have lived in close proximity for fifty-plus years can. It's those things that people will want to see and those things that are your brand.

A brand is the identity of a company, product, or service. It encompasses everything from the visual elements like design and logos to the emotions and reactions it evokes from customers. It’s the reputation, character, and values that make it unique. All of these combine to present the expectations that a customer will experience when they buy their products.

Improves Customer Service

A website can improve customer service and enhance satisfaction by providing answers to common questions. Blogs are also helpful resources where customers can find how-tos about specific products or tips and tricks you share after gaining valuable experiences. Answering simple customer questions via a website will free up your workforce to continue with business processes and sales.

Through online analytics tools, website traffic can be tracked to see your visitors' preferences. With an understanding of their preferences, you can see what they're interested in and provide more of that information or product. Data is invaluable as it can help you make informed business decisions about your marketing strategy and services.

Conclusion

Your website is your virtual storefront. It's often the first impression many people will have of your business, and you want it to be a good experience. A comprehensive, user-friendly website can elevate your brand, expand your operations, and transform your business from being invisible in the digital spectrum to being absolutely unstoppable. So, if you don't have a website yet, or it needs a refresh, now is the time to invest, and if you do, make sure it reflects the professionalism and quality of your business.