Forget SEO, do you even need a website?
In today's digital age, it's often assumed that every business needs a website. However, this may not be true for many companies...
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In today's digital age, it's often assumed that every business needs a website. However, this may not be true for many companies, especially service-oriented ones. Let's explore why some service providers can thrive without a traditional web presence and what alternatives they might consider.
Fifteen years ago, it would be heresy to say a website wasn’t required, but we are in a completely different age with far more options.
Social media platforms, review sites, and local business directories are crucial in how consumers discover and evaluate service providers.
The parameters for who doesn’t need a website
Many service-oriented businesses, such as plumbers, electricians, or personal trainers, primarily serve a local clientele. These businesses often rely more on word-of-mouth referrals and local search results than on having a dedicated website, which could work against them if their website is not great.
For local businesses, search results are dominated by Google Maps results and local directories like Yelp.
The most significant decision input regarding whether a website is needed is what that website will do. If a website sells a product or service, and that is how that product is bought, then you need a website.
[SPONSORED by Search Intelligence]
Digital PR link building tip:
Use advanced Google search operators to find Digital PR ideas that are most likely to be picked up by popular outlets.
Here is an example:
"site: publisher_domain intitle:revealed intitle:most"
This search will give you the articles that a publication wrote, which contain the words “revealed” and “most” in their title.
However, if the buyer’s journey typically does not include a step where a user reads a provider's website, it does not. Let’s look at a few examples and reflect on these journeys.
Food
Suppose someone is hungry and looking for an immediate solution to their food needs. In that case, they will likely use a dedicated vertical search engine like Uber, Doordash, or Yelp to find a local eatery or go to Google. If they search Google, they will most likely click on the local map results to navigate directly to the food establishment.
This journey might change slightly if you are looking for a restaurant further into the future. If you are planning a formal dinner, you might click on the restaurant’s search listing to see their menus and possibly pictures of the establishment.
Yet many restaurants invest budget and time in building and maintaining websites that display menus and other items that no one cares about.
Home Services
Some home services require websites that list specialties, case studies, and other similar sales collateral for long-lead projects, but service providers who address immediate needs like locksmiths, plumbers, and gardeners will not benefit from their own web presence.
Medical professionals
Medical provider choice in the US is complicated and driven by insurance. Even if a particular doctor or hospital is in a top search position for a critical medical term, they potentially can’t help many patients because they aren’t in the right network.
Nonetheless, visibility is not the issue; instead, it is the journey. Patients likely want to see facts about medical providers, such as their educational background, specialties, reviews, and services provided. Still, they don’t need to see that information on a provider's website, especially if it is full of generic health information.
The journey.
When approaching SEO for any industry need or vertical, I prefer to consider the buyer’s journey and how the user will interact with search.
Of course, there are search scenarios in each of the examples above, and I believe that we will never live in a world without search, but it is worth considering alternatives and whether a website is required or even beneficial.
Creating and maintaining a high-quality website can be expensive and time-consuming. Investing in other marketing channels may provide a better return on investment for small service businesses with limited resources.
Alternatives to a Traditional Website
While a dedicated website isn't always necessary, having an online presence is still crucial. Here are some alternatives service businesses can consider:
1. Google My Business Profile
A well-optimized Google My Business listing can be incredibly effective for local service providers. It allows businesses to appear in local search results, showcase customer reviews, and provide essential information like operating hours and contact details. Most importantly, Google prioritizes these listings in search, so even if you do come up with a creative hack to rank your site in search, it might not even matter.
2. Social Media Platforms
Platforms like Facebook, Instagram, and LinkedIn offer businesses the opportunity to create robust profiles, engage with customers, and even book appointments directly through their platforms. The standardization of the platforms limits the creativity a business could present with its designs. Still, it mitigates common issues many small businesses have with custom websites that present design, technology, and even legal concerns.
Additionally, these pages are highly visible in search results and may even be in the first position for a brand that is outranking the brand’s website.
3. Industry-Specific Platforms
Many industries have specialized platforms or directories where service providers can list their businesses. For example, therapists might use Psychology Today, while home service providers could list on HomeAdvisor. There is a risk in appearing alongside competitors, but that also has innate advantages: a provider could be compared directly and win the business when they are better.
4. Review Sites
Platforms like Yelp, Angi, and TripAdvisor are the preferred destinations for users in their respective categories so that they will be the preferred ranking site for Google, too. A single provider will be tremendously challenging to outrank any of these general sites.
When is a website needed?
Often a website could be helpful and again it comes down to buyer journeys.
Industries that require portfolios to help a user decide to require a website to host visual images. A handyman might not need a website, but a general contractor, on the other hand, might want to showcase their work on a home on the web.
Many businesses can use other platforms like Linkedin or Substack to build thought leadership, but there could also be value in hosting that content on your site.
If a business sells products, it likely needs a place to display them, which adds credibility.
As your business grows, a website can become more critical for managing your online presence and providing information to a larger audience.
Making the Most of Your Online Presence Without a Website
If you decide to forgo a traditional website, here are some tips to maximize your online presence:
1. Consistency Across Platforms
Ensure your business information, branding, and messaging are consistent across all online platforms. That includes brand names, keywords, and contact information.
2. Regular Updates
Keep your profiles and listings up-to-date with current information, photos, and service offerings. Users can change information about you, and you can protect yourself by staying on top of what is there.
3. Engage with Customers
Respond promptly to reviews, messages, and comments on your chosen platforms to build trust and showcase customer service.
4. Encourage Reviews
Actively seek out customer reviews on your chosen platforms to build social proof and improve your visibility in local search results.
5. Utilize Platform Features
Take advantage of features offered by various platforms, such as appointment booking on Facebook or Instagram, to make it easy for customers to engage with your business.
6. Thought leadership
Consider creating valuable content on platforms like LinkedIn or any other social media platform to establish your expertise and attract potential clients.
Don’t make a website if you don’t need to
While conventional wisdom might suggest that every business needs a website, the reality is more nuanced, especially for service-oriented businesses. Many service providers can thrive without needing a traditional website by leveraging alternative online platforms and building strong local and personal connections.
The key is to have a strong, consistent online presence that aligns with your business goals and meets your customers where they are. Whether through social media, business listings, or industry-specific platforms, the most essential factor is providing value and building client relationships.
Ultimately, website creation should be based on your business needs, target audience, and resources. For many service businesses, investing time and effort in optimizing their presence on existing platforms can be more effective than creating and maintaining a standalone website.
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Uhm, I get your points still I'd say home services and medical professionals would benefit from having a website.
Apart from the pure boost you can have linking your GBP to your website, I'd say the website can help optimizing the space in the SERPs related to your community.
Let's say a plumber want to focus on a specific city. I'm not saying they shouldn't be on Yelp or Angie's list, but if their website can make to page one they may have a chance to get as much exposure as possible for their money SERPs.
Also, having something like a structured and complete quotation page can definitely help your website to rank.