Once upon a time, when a small business owner met someone new, they handed them their business card. That card contained all the vital information about the business: business name, job title, contact information and perhaps a logo. That small card gave the first impression of the business, and the person handing it out, as legitimate. Today in order to be considered a legitimate business, a website is expected. Just having a website, or a business card, does not mean a business is credible or good at what they do, but not having one creates doubt in the mind of people that you meet.
A website offers a lot more space than a business card to communicate information about your business. At a minimum your website should contain information on the products or services your business provides, your qualifications, product images, images of past projects, and contact information. In short, your digital business card can create a much stronger first impression.
A website can provide information about:
- Your products and services – When your target market comes to your website, not only can they get a list of your products or services, but they can get detailed information, photos, size, price and other specifications. The information on your website can help them in their buying decision.
- Your qualifications – If a member of your target market is planning on hiring a service provider or other professional, they want to know if you are qualified to do what they need done. A website provides you the space to describe in detail your training, your education, your past projects, and your client list. This information can provide the proof that you know what you are doing.
- Your processes – If your business provides a service, especially one that may be new to some of your potential clients, a website allows you the space to outline your processes so they will know what to expect. Getting them more comfortable with the process and understanding what to expect can help with the buying decision.
- Your brand – A business card can have your logo and brand colors, but a website gives you a lot more real estate to convey your brand elements through images, text, graphic elements, and the overall look and feel. You can go into detail about your brand promise to your target market.
The information on your website can be persuasive in ultimately converting a lead into a customer. If you don’t have a website, consider getting one as the center of your marketing efforts. Read our post on Small business marketing starts with a website. And once you have your site online, don’t forget to include the web address on all other marketing materials. In addition to your business cards, include your website url in email marketing, social media posts, web banners, on print marketing collateral such as flyers, postcards, brochures or catalogs. Just like a printed business card, your digital business card is the starting point for future business relationships. For more read our post on Launching your website is just the first step.
Your website should be the center hub for your marketing efforts. The goal for all of your marketing activities is to drive traffic to your website. Once web visitors arrive there you have an opportunity to engage them. Encourage them to follow you on social media, subscribe to your mailing list, or fill out your contact form. Then you can continue to market to them, inform them about what you have to offer, educate them about your industry and working with you, and nurture them as potential clients.
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- Posted by sjwills
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