7 Reasons Why Your Brick & Mortar Small Business Needs a Website - Small Business Tips
If you’re running an already-profitable brick-and-mortar small business, you might be wondering why you’d bother with a website for your small business. In today’s weekly post, we’re discussing 7 reasons why your brick-and-mortar small business needs a website. From branding and design, to social proof, optimized sales, increased reach, and the mere fact that you actually don’t own your social media pages – there is huge potential for your business to get online. Digital marketing has many possibilities for your already successful small business. Let’s talk digital marketing!
Image source: Canva.com
Brick and Mortar Vs. E-commerce Vs. Click and Mortar Business Models
In marketing, we define a brick-and-mortar shop as a business's physical location where they sell a product (or even a service) in person. These businesses could be something as simple as your local coffee shop, hardware store, or gas station. It can also be as big as well-known brands like Target, Walmart, or Dick’s Sporting Goods. Basically, anywhere that you can step foot into a physical location, whip out cash (or in today’s day and age, likely a credit card, and complete a transaction – you are in a brick-and-mortar store.
If you’re not familiar with an e-commerce business like Amazon, we’d really like to buy you a coffee and figure out how it is that you’ve managed to avoid mainstream shopping for so long. We’re totally kidding, but in all seriousness, a store like Amazon is not a brick-and-mortar store because they do not sell products at a physical location. This is known as an e-commerce business and is becoming more and more popular as technology progresses.
We’re sure that you’ve seen a hybrid store that implements both online shopping and in-person shopping like Target, Walmart, and more. This is known as a click-and-mortar business model: a type of business model that has both online and offline operations, which typically include a website and a physical store.
Why Does Digital Marketing Apply to Your Brick and Mortar Small Business?
You might be wondering – “I’m a brick-and-mortar small business, why do I need to bother with digital marketing?”
To be frank with you, if you’re asking yourself this question, it’s likely that your marketing efforts are what the kids these days call “behind the eight ball.” Whether we like it or not, technology has taken the world by storm and it’s important that as business owners, we adapt and evolve with it. This is because not only will this help evolve your business (which is essential to your success long-term), but also – your customers will expect it.
As small business owners ourselves, we are passionate about what small businesses are doing for our local communities. There is something so special about a family-owned business that not even Amazon can compete with the feeling you get when you walk into, let’s say a bakery, that you know embodies generations of family recipes you can’t get anywhere else.
Unfortunately, a lot of small businesses don’t have an interest in marketing online. In our humble opinion, it’s why we think a lot of small businesses are, well.. going out of business. It is our passion to get your small business in front of as many eyeballs as possible because we really do believe that when we make it easy for customers to “shop small” – they will.
Let’s talk about why your small business needs a website.
Social Proof, Branding & Customer Loyalty
A major reason why your brick-and-mortar small business needs a website is due to social proof. In marketing, social proof is defined as: the psychological concept that people are influenced in their decision-making by others, compelling them to act within societal norms or expectations. In the context of marketing, social proof provides evidence of the popularity or usability of a brand among consumers to influence the purchase decisions of prospective and returning customers (Sprout Social 2023). Essentially, when people shop, they look for reviews, recommendations and ways that others have used a product or service before making a buying decision.
In essence, if you’re not making it super easy for potential clients and customers to not only find your business, but find information about your business related to your product or service, you’re jeopardizing a sale – and a potential long-term customer. This is because we as consumers are informationalists. This is where a website comes into play.
Have you ever been scrolling through social media and came across a really awesome brand that you were interested in purchasing from? It’s likely that you browsed through their media library, read the comments – and even checked to see when the last time they posted on their social media was. This is step one to closing a sale.
You’re ready to move to step two – going to their website. But, you notice that a website is not linked on their social media page. RED FLAG, RED FLAG, ABORT MISSION! Am I right? This is a prime example of social proof.
Websites are pretty much expected for all levels of business in today’s day and age of marketing. It’s likely that your brick-and-mortar shop is getting plenty of trusting customers by foot and word-of-mouth. But, the second your marketing efforts go to the world wide web, it’s essential that you give your customers a home (a.k.a. your website), to feel at home with your brand.
Having a website for your small business, no matter how intricate or simple, gives your business a feel (this is known as branding), creates trust with potential customers, and establishes customer loyalty. If there isn’t a place for you to refer your customers to online outside of your social media accounts, they’ll simply find somewhere else to shop.
This is why it’s essential to have an online presence as a brick-and-mortar shop. It not only gives your brand a voice and a “place to call home” online, it establishes trust. Whether we like it or not, customers pretty much expect an online presence, and this includes a website.
2. Low Start-Up Costs
Contrary to popular belief, you don’t have to be a web designer to start a website. You might be thinking, “A website is way too expensive!” Actually, it’s not. If you were to hire a professional website designer to self-host your website on WordPress and design a website from scratch, then yes, you are correct – getting started with a website is quite expensive. But, the beautiful thing about technology is that it’s created many market segments for people like you who simply need a place to host their business online, for less – and not all that fancy stuff that goes along with website design and development.
Companies like Squarespace, Shopify, Wix, and more have made it super simple and affordable for businesses like you to host a website for pennies on the dollar, and potentially, design it yourself! We personally use Squarespace and absolutely love the service. We strongly believe that if you’re simply a brick-and-mortar shop looking for a place to host your business online, this is the way to do it. You absolutely can invest in a website designer and a self-hosted platform like WordPress. But, given the nature of your business, your budget as a small business owner, and your needs – this is likely unnecessary.
If you’re someone who is hyperventilating at the thought of even setting up an account with one of these websites, that’s where we can help. MP Media provides website design services at a super affordable price point for small businesses. We can set up your website, design your website, and hold your hand the entire way (if you so choose), to make this process quick and painless for you.
Learn more about our services and pricing on our Services Page or reach out at the form below with questions! We offer free consultations, online or in person, to any and all small business owners!
The Cost to Start Your Own Website
Starting your own website (or having an agency like MP Media build it for you) is actually super affordable! Here’s the cost you can expect with a website builder like Squarespace, Wix, etc.:
Cost to Start a Website
A domain name: this is around $20/year.
A platform to host on (i.e Squarespace): this can be paid yearly or monthly. The average cost for commerce businesses is around $27-$50/mo. Learn more about Squarespace pricing here.
3. Bigger Market Opportunites
One huge advantage to marketing your brick-and-mortar small business online is bigger market opportunities. Meaning, getting reach for your business beyond foot traffic and word of mouth. This could be from SEO (search engine optimization) efforts, contact forms on your website, increased revenue from online sales, and so much more. Having your business online allows for your business to work for you, even when you’re not working. Meaning, if you have a small flower shop business and someone searches online, “flower shops near me” your shop will show up – and it’s likely that if that person has never heard of your flower shop before, they’ll stop in and try it because they found you online.
Having this increased reach online creates huge opportunities for marketing efforts beyond word-of-mouth. It can also increase foot traffic from potential customers simply searching for your business online. You don’t want to miss this opportunity because the commerce world is heading in this direction, whether you join or not.
4. Optimize Your Sales
Another huge advantage to having a website for your small business is the opportunity to optimize your sales. Hosting your business on platforms like Squarespace, Wix, etc. makes it super easy for your business to have an online store. This will allow customers to view your products (or services), in the comfort of their own homes without ever stepping foot into your store – if they don’t want to. Amazing, right!
Tip: keep an eye out for transaction fees before signing up for these services.
Imagine waking up to an abundance of sales for your brick-and-mortar shop that you earned while you were sleeping. That’s the power of the internet! Optimize your sales with your website by allowing current and potential customers and clients to view your offerings, regardless of your business hours.
5. A Goldmine for Marketing Activities
This is pretty obvious – websites are a goldmine for marketing activities. Here is a list of a few things you can do with your website, that are free (or if not, almost free), at the click of a button:
Email newsletters: contact hundreds (if not thousands) of customers at the click of a button. By giving your customers/client a hub to hangout (your website), you’re not only opening up opportunities to collect their contact information, but you’re giving your customers a chance to be in the know about your business through email newsletters (which can be set up through your website).
Show up in the “Google My Business Tile” as a recommendation in search for people looking for your product or service. This is free reach and exposure (a.k.a. free marketing) for your business by simply having a website.
See the example below if you’re unfamiliar with the Google Business Tile. We’re sure that you’ve seen this before in your own searches!
Google Tile Example For Your Small Business
3. Expand Your Customer Base: reach potential customers & clients beyond just word of mouth or foot traffic.
4. Advertising: get access to an erray of advertising opportunities through Google, or your search engine of choice.
5. Customer Service: a website provides an easy way to handle customer service tasks through FAQs (Frequently Asked Questions) on your website. It also allows you to reduce customer service costs and provide easily accessible information to your customers or clients at all times.
6. Your Customers Will Expect It
Regardless if you're interested in having a website for your business, your customers will expect it. Stay competitive in today’s ever-changing market by investing in your website. Is this going to make or break your success as a brick-and-mortar small business? Right now – probably not. But, we can’t promise that in just a few short years. Technology is rapidly advancing and it’s important that your business evolves with it.
Likewise, having a website, as we’ve said above, establishes credibility for your business. People are going to be talking about and writing about your business, especially if it’s good, and especially if it’s not so good. Giving your customers a place (a.k.a. your website) to receive reliable information regarding your business is a powerful tool in today’s information-obsessed, all-consuming society.
Also, if you’re business receives a cool feature in your local newspaper, or an award for your industry efforts, your website is a great place to create a portfolio of these achievements for the entire community to see – hence, further emphasizing your credibility in your industry.
7. You Do Not Own Your Social Media Pages
A major reason, if not the most important reason your business needs a website is that you do not own your social media pages. Yes, we get it. You are the admin of the accounts you made. But, you’re on Facebook, Instagram, LinkedIn’s, (and whatever other platform you’re on) territory. Meaning, you’re playing by their rules, not yours.
Let’s say that you’ve been successfully driving sales for your small business using Facebook and/or Instagram for your small business. Next thing you know, your account has been hacked, or worse, deactivated, and you don’t know if or when you’ll regain access. How are you going to contact your customers to let them know what’s going on? How are you going to continue to drive sales?
As a small business owner, this could make or break your online marketing strategy, or even, your business. It is essential that you have a way to contact your customers in the event that something like this did happen to your social media pages. While this is unlikely, having a place on the internet that you own (your website), is good business practice. Additionally, you do not own any of the contacts on your social media pages. Meaning, if you leave the platform, a username isn’t going to be very helpful in driving sales. With a website, you can collect emails (and even phone numbers) from clients and customers, and do whatever you want with them to help your business!
Conclusion
As always, we hope that you found this weekly marketing article helpful to your small business. We know that digital marketing can feel overwhelming. Keeping up with the constantly evolving platforms, staying consistent on social media, learning how to navigate new digital marketing tools, and by the way, “What the heck is Canva?” – we get it!
Here at MP Media, we are passionate about helping small businesses get seen online, for less. We know that marketing can be expensive and we want to be as accessible as possible to you, and grow along with you! We do offer free consultations. If you want to learn more about our services, get some advice on something marketing-related that you’ve been struggling with, and learn a little more about how we might be able to help you, let’s connect!
You can easily contact us at the contact form below with questions. We’re Parker and Marissa, two-time BGSU graduates & MBAers, Falcon Flames, small business owners, and passionate about helping our local communities. See you in the next one!
