4 Reasons Why Every Business Should Have a (Good) Website

For more and more companies - including here in Upper Bavaria and the Rupertiwinkel region - having their own website no longer seems to be a matter of course. We are increasingly confronted with the question of whether a website is even necessary in the age of social media.
We believe: absolutely! Every company that takes itself seriously should invest in a professional web presence. Perhaps even more so today than ever before. Find out why we think so here.

Considerations

In order to clarify the question of this article, there are a few things to consider first.

First of all: What is a website anyway? When we think about websites here, we have in mind an individually designed online presence that can be found at a dedicated internet address (such as www.netjutant.com). Nothing more, nothing less. This can range from a web business card, where the most important company information is displayed on one page, to a multilingual online shop. However, what does not fall under this definition is a simple redirection from an internet address to a public social media profile such as a Facebook page or a LinkedIn profile.

The website doesn't have to be large or elaborate, it doesn't necessarily have to be created by a web agency or a web designer. However, it should be professionally done, because otherwise you may achieve the opposite of what you could achieve.

A second point that is important for our following considerations is this: Many companies underestimate how long it can take to establish a presence on the internet. Because it's not the case that as soon as you launch a website, you are immediately listed on Google or found by customers or applicants. It may have been easier in the past. Today, it often takes months for Google to index a new website. This is due to metrics such as "Domain Trust," through which Google evaluates how trustworthy and relevant a company (or its website) is. The age of the domain and the consistency of the website also play a role here. And for a good ranking, a lot of additional effort is required, from seeking external links to the site (backlinks) to regularly updating the content.

All of this doesn't have to happen immediately for every website. Many companies, especially in the artisanal sector, currently have such full order books that they don't need a perfectly optimized website. But everyone should keep in mind that optimization takes time. It is especially important for our first argument.

Argument 1: The Winds Can Change

It's nice to see that after Covid, many companies are back to a point where they are getting more orders than they can handle. Surprisingly often, this comes with the argument: "I have so many customers, why do I need a website?" In our view, this is short-sighted.

Because history shows: the wind can change.

In good economic times, it can happen that suddenly a new competitor appears in the neighborhood, who operates very skillfully on the internet and gradually - perhaps initially unnoticed - draws customers away. The fatal aspect of this scenario is that this process often occurs so insidiously.

But the market environment in general can also become rougher. In tough economic times, cost pressures intensify, and every customer gained helps. However, nowadays most customers increasingly gather information via the internet.

In both scenarios, we then receive almost panicked inquiries: something needs to be done, and quickly. It couldn't have been foreseen that customers would suddenly stop coming. However, acting quickly is only possible by placing expensive ads, which can be an additional burden in economically challenging times - and their short-term effect is not a long-term solution. Often, they also fizzle out because there is no professional website backing them up.

Our advice here: A - even small but cleverly designed - website today is an investment that can pay off as soon as tomorrow. It should be possible to expand it quickly and sensibly when necessary. But Google has already taken notice, the trustworthiness of the internet address is increasing - so you're not starting from scratch.

Argument 2: Brand, Brand, Brand

What many large companies already recognize is gradually gaining ground among most small businesses: Sustainable and successful business also means building strong brands.

• Through brands, a company conveys stories, and stories sell products.
• A company defines itself and positions itself in the market through its own brand.
• Brands make companies and products recognizable.
• Strong brands build customer trust and loyalty.
• Strong brands become attractive to applicants.

Social media presence alone is not enough to sustainably build a brand:

• The layout and tone of the content are dictated by the platform.
• Colors and graphic elements have limited visibility.
• Communication is fragmented across different platforms, lacking cohesion.
• Most platforms use a continuous chronological sorting of content, which is often not optimal for structured presentations.

What is clear: A website does not necessarily replace social media presence. But it is a meaningful - and we believe, necessary - complement to such presence. On a dedicated website, the individual brand shines through, allowing content to convey cohesive stories. And lastly: On the company's own homepage, the company has full control. There is no third-party algorithm determining when certain content is displayed or promoted.

Argument 3: Skills Shortage?

The statement "Our website is currently not really a priority..." combined with the statement "...but we struggle to find good personnel" unfolds a particular irony.

Naturally, many factors play a role in the current skills shortage in the German job market. But think back to your own career: If it has already taken place in the internet age, the likelihood is very high (close to 100%) that you have Googled companies that have posted job advertisements and then evaluated their websites. Whether consciously or subconsciously, this visit influenced your decision on whether and how to apply to that company.

Through a website, as an applicant, you can gain a good impression of how a company operates, what the corporate culture is like, what the central markets and areas of responsibility are, what values a company represents, and more.

Be aware that as a company, you always make an impact - often a negative one as well. Psychological and subconscious factors play a role here, just as much as consciously perceivable inconsistencies in communication.

A well-thought-out website that emphasizes the core of a company's brand can have a huge impact on the quantity and type of applications a company receives. For this - we reiterate - a massive corporate presence is not necessary. But one should know what they are doing when creating a website.

A website can also help in another aspect of the skills shortage: in the efficiency of workflows for existing staff. It is unfortunate that, for example, a medical practice finds it increasingly difficult to find new medical assistants. But wouldn't it be wise to lighten the workload for existing staff where it makes sense? For instance, a small form on the website through which patients can request new prescriptions can replace dozens of phone calls or in-person conversations - and it may be easier for patients as well.

Such individual solutions cannot be implemented on your social media platforms.

Argument 4: A Central Source of Truth

Companies need a central communication channel...

• ...where customers always find the latest offers.
• ...where interested applicants find relevant information.
• ...where the press finds background information about the company.
• ...through which even employees can always be kept up to date.
• ...where feedback and (confidential) inquiries can be directed to the company.

Some of these points may be suitable for social media channels, but not all.

Personal interaction with customers and other target groups is rarely replaceable. However, a website is like a 24/7 sales representative, providing information tailored to needs and forwarding feedback. It comprehensively represents the company, ideally always up to date, and serves as the central source of truth.

How do you communicate when things go wrong? When misinformation about you circulates (or even spam is sent in your name)? Do you have contingency plans and procedures for such cases? And most importantly: do you have the appropriate platform to implement these plans?

Conclusion

I hope we have convinced you that you need a website. The arguments mentioned will remain valid in the distant future and apply to companies of all sizes.

Of course, this does not mean that you need a massive web presence immediately. Nor does it mean that you must necessarily have your website created by us, although we would naturally be delighted if you did. Why it is still a good idea to invest in professional help - or at least consultation beforehand - is outlined in this article.

Best of luck with your endeavors!