Why a Website Is Important for Your Business

Why a Website Is Important for Your Business

A website is essential for digital marketing success, as it acts as the central hub for all valuable traffic and the main platform for tracking conversions, creating funnels, and using content marketing to attract new customers. It offers the best return on investment compared to any other form of advertising, with low costs and an increase in credibility and brand awareness.

In today's digital world, the internet provides a global platform for businesses to produce, consume, and sell products and services. It's an attention gold mine, and businesses spend a lot of money to tap into that attention. Without a website, you'll be missing out on the most effective ways of marketing and branding.

Every business is in the business of attention, with companies like Facebook and Google serving as attention providers. You can acquire this attention through social media marketing, SEO, and content marketing. People spend time online connecting with friends, staying informed, and searching for products, information, and entertainment. Your business should be positioned for discovery on social media and search engines.

A website is a great complement to your existing social media marketing efforts. It brings all your online branding efforts together and gives you more control over your brand perception online. Facebook, for example, lends you its users and audience, but you have no control over the audience or the delivery of your content, and rules can change at any time. The recent blackout of Facebook highlights the importance of owning your audience.

A website is a necessary component for a long-term and effective digital marketing strategy. Digital marketing has evolved, and you cannot run a successful campaign without a website. It will hurt your business in the long run, so instead, you need a versatile platform for long-term goals, customer retention, and brand building.

Here are some reasons why you need a website:

Brand control and Awareness

Maintaining control over your brand's perception online is critical to conveying the right message to your customers and upholding your values. One way to achieve this is by showcasing positive reviews from past customers on your homepage or any other landing page on your site. This will not only provide social proof but also boost your search engine optimization.

Inbound marketing is another strategy that can effectively improve brand recognition and awareness. Unlike traditional marketing methods like unsolicited ads and pop-ups, inbound marketing attracts customers through valuable propositions, such as engaging social media content, well-optimized search engine results, and compelling content such as white papers, e-books, blogs, case studies, and infographics.

Inbound marketing has been proven to deliver a high return on investment and is a great way to retain customers. However, for this approach to be effective, it requires a solid online presence, specifically a well-designed website.

Accountability, Trust, And Credibility

Approximately 80% of people research a business or service online before making a purchasing decision, making it crucial to have an online presence. Without a website, you risk losing potential customers as they will likely turn to similar businesses that they can find online.

A website alone is not enough to establish credibility and trust, but having well-crafted information about your business displayed on a professional and functional website can go a long way. It will also enhance your search engine optimization (SEO) and user experience, both of which are crucial in building trust and credibility with your customers.

Google's 2018 E-A-T (Expertise, Authority, and Trustworthiness) site test standard helps them rank websites that provide credible information. To rank high, your website must embody these standards by regularly creating content within a well-defined category, showcasing expertise in that area, and building trust.

Other ways to build trust online include providing clear and comprehensive information, such as contact details, showcasing previous work or clients, and regularly posting blog content.

Customer expectations

Having a website has become an expectation for businesses in today's digital age. Failing to have a website may result in losing potential customers. Prospective clients look for information about your business and products online before reaching out to you.

They want to know what sets your offerings apart from others and why they should choose you. Your website should answer these questions, displaying the unique qualities of your products and the reasons why customers should choose your business.

A professional website serves as a crucial tool in attracting and retaining customers, making it an indispensable part of doing business in the modern era. By the time customers reach out to you, they have likely already decided to purchase, making a website a crucial aspect of your sales funnel.

Control over your content curation

By having a website, you can control the creation and dissemination of content, manage your messaging, and use analytics to understand the preferences of your customers and make adjustments accordingly.

Blogging through your website is crucial for establishing your brand identity. It allows you to produce in-depth content that appeals to a targeted audience, rather than just a casual or transient audience.

Incorporating email marketing with your website can also help you cultivate a valuable audience. By sending newsletters, you can direct your audience back to your website, promote events or webinars, and offer incentives such as gifts and signups.

Attracts New Customers, Increases Productivity, and Saves Time

With a website, you can easily reach new customers through search engines by optimizing your content with effective SEO tactics. By providing detailed information about your products and services on your site, you can save time by reducing the need for repeated explanations with each new customer inquiry.

Having a well-informed website can streamline your business processes as well, as you can incorporate frequently asked questions and utilize tools like CRM and email marketing to manage sales and customer acquisition. This can lead to increased productivity and an overall more efficient business.

How to Get Started With A website

Building a website for your business is crucial in today's digital world. There are plenty of resources available online to help you build your website, from free platforms like WordPress to paid options like Wix, and custom web design services from specialist companies.

Your website should be optimized for search engines, and equipped with marketing and analytical tools. A professional can assist you with technical aspects such as speed, functionality, and SEO optimization. Working with an expert, especially if you are starting from scratch, can ensure that your website is well-structured and designed for efficient management in the future.

Incorporating keywords specific to your industry is also essential for search engines to understand the content on your site. Utilizing SEO best practices, including regularly updating your content, will help your website perform well and attract new customers.


If you want to stay ahead of the competition, attract new customers, and increase productivity, it's time to invest in a website. Pathwise Media is here to help you achieve your business goals through effective digital marketing strategies. Contact us today to schedule a consultation and see how we can help take your business to the next level!