According to new research, there are more than 1 Million Small and Medium sized business websites around the world; more than 700 thousand of them in the US; and most of them are failing their customers. There is a fundamental disconnect between what the SMBs think they need and what their customers wants, needs, desires and behaviors are saying they need.
Those of us in the web marketing industry have heard a lot of businesses say … “Our website is doing what we need it to do.” Did you get that? The focus is internal … “what we need.” In the meantime customer behaviors have changed radically and SMBs are desperately behind the curve. Don’t think so? Here’s the proof: 93% of SMB websites aren’t mobile compatible; yet up to 70% of mobile users in North America and Europe expect mobile websites to be as easy to use as on a computer. Some studies predict that mobile internet access will eclipse all other forms sometime in 2014. 70% of all mobile searches result in action within 1 hour.
80.5% of SMB websites lack social media links … meantime 50% of shoppers have purchased based on a recommendation through a social media network. Ask yourself what you’re missing.
74.7% of SMB sites don’t have an email link on the homepage; 65.7% lack a contact form so customers can request information; and 60% have no phone number on their homepage. What you’re telling customers is — and in a most unsubtle way — don’t contact us, we don’t want your business.
56.3% of SMBs have no SEO keyword info … which means … search engines aren’t going to find you. You’re invisible. And these are just the basics.
If you want to get fancy, add video. Video is the most engaging content you can provide site visitors. According to Forbes Insight, 59% of senior execs would rather watch a video than read text. 65% who view click through to visit the vendor website. 50% look for more information; 45% contacted a vendor; and about 50% of those who viewed an online marketing video went on to make a purchase for their business.
Still think your website is doing what you need it to do?
A Wells Fargo-Gallup Small Business Index survey found that 56% of SMBs plan to invest in new website or software in 2013. We would suggest that, before you spend money on your new web presence, you spend some time working on your web strategy. Chances are, if your website isn’t getting the job done now, a new one just like it won’t either. You need to refine your focus, develop your strategy, plan your content and then … start the process. Now you’ll have a web presence that will meet both your needs and the needs of your customers.
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