The days of it being sufficient simply to have a website are long gone. To be competitive, businesses need to pay attention to their web-based premises just as much as their physical ones.

Your website is the front door to your business as far as the world beyond your street is concerned. It’s key to how you showcase your product offering, make more sales and build brand credibility.

Missed opportunity

Despite this, many businesses don’t invest the time to create and maintain a website that represents them and the value they offer. That’s a huge mistake, as there’s a massive opportunity for those willing to craft their digital shop window with care.

More than just a way to communicate what you do, your website represents a destination to drive new customers using online advertising. With techniques such as campaigns and analytics, you can learn what your customers are most interested in — even build databases of customer contacts through email signups.

The reasons to develop a quality website, or to improve your existing one, are many. In this article, we detail a handful of the most significant. If you’d like to learn more about what a new or improved website can do for your business, get in touch.

In this article:

  1. Present a more professional image
  2. Better communicate your offering
  3. Harness content management and analytics
  4. Be found by more potential customers
  5. Sell products online
A person using a laptop

With a poor or nonexistent website, you’re missing out on opportunities to connect with your customers.

1. Present a more professional image

It doesn’t matter how beautiful your physical office or shop front is, if the vast majority of potential customers who encounter your brand for the first time see a tired and uninspiring facade, they’re likely to assume that reflects your business as a whole. This is the effect a poor website has on visitors who encounter you for the first time online.

Investing time not only in making sure your website looks great and is a true representation of your business, but also ensuring it has a great user experience and offers real value, will greatly increase the chances that visitors will buy from you and not from a competitor.

2. Better communicate your offering

Your website has the potential to allow customers to explore what your products and services offer them in detail, without taking the trip to your premises. It’s a huge opportunity to present your ‘best side’, enticing potential customers with your range and quality, and enabling you to provide a wealth of supporting information that can persuade customers why they should consider what you have to offer.

3. Harness content management and analytics

Going hand-in-hand with the above point is the importance of having the means to edit and expand your website’s content. Many websites still lack a basic content management system that would enable them to have control over what’s on their website.

In order to stand out in a crowded marketplace, you need to keep adapting your website. A content management system such as WordPress enables you to add and edit product and service information, run campaigns and provide rich content such as blogs, and is a critical tool in the management of a modern website.

Web analytics

Use web analytics to understand user behaviour and find out how to serve customers more effectively.

You can take this a step further by monitoring what your customers are looking for, and what they are interacting with, using website monitoring software such as Google Analytics, to ensure you’re always offering maximum value.

4. Be found by more potential customers

Other key factors in the quality of your website are the standard and relevance of content and the way the website has been programmed. These have a huge bearing on the level of credibility Google allocates to your website. This in turn affects how highly you rank on search engines for relevant terms. In short, better content and more standards-compliant code help more customers find you when they’re searching for relevant products and services.

5. Sell products online

In our post-COVID-19 world, businesses are increasingly turning to Ecommerce to enable them to continue to trade and boost sales. Beyond the marketing and brand value of having a modern website, an online store provides you with a permanently open storefront, enabling you to make transactions 24 hours a day.


With an online store, your customers can engage with your brand and purchase products wherever they are.

Online stores have never been more cost-effective to set up and run than they are today. They provide you with the means to present your entire offering, feature products, offer discounts, run campaigns, build a marketing database and discover what’s most and least popular with your customers.

Taking advantage of what digital can offer

A professional website is a critical tool in your sales and marketing toolkit. If you know your website has seen better days, or you haven’t actually set one up yet, it’s worth considering the opportunities you’re missing out on.

Like to know more? Talk to our team today.