Why your small business needs a website

Shifting consumer behavior requires an online presence

There are approximately 268 million online shoppers in the U.S. today, a 16.2% increase since 2020.³ That’s about 70% of all Americans.

When it comes to promoting your small business, developing an online presence is more than just a buzzword. Think of it as the digital footprint your business leaves across the internet, encompassing all the ways in which your business can be found, interacted with, and evaluated online.

How to create credibility and trust online

Did you know approximately 76% of consumers read online reviews regularly?⁴ Having a website that highlights your online reviews and testimonials can help establish and enhance the credibility of your small business.

Beyond reviews and testimonials, here's how a website can help build customer trust:

• First impressions: Your website may be the first point of contact between your business and potential customers. A well-designed, user-friendly site signals professionalism and competence, setting a positive tone for their perception of your business.
• Expertise: Through your website, you can demonstrate your industry knowledge. Share informative blog posts, articles, or case studies related to your field. When visitors find valuable information on your site, it can position your business as a trusted source.
• Transparency: Providing accurate and easily accessible contact information on your website demonstrates transparency. It assures visitors that they can reach out to you if needed.
• Social proof: When potential customers see that others have had positive experiences with your products or services, they may be more likely to trust your business.

Accessible and convenient for all shoppers

One of the biggest advantages of a small business website is the ability to provide information to your audience around the clock. Unlike physical stores with set operating hours, your website never sleeps.

Here's how this convenience can benefit your business:

• Instant availability: Your website is accessible 24/7, allowing potential customers to learn about your products or services, even during non-operating hours. That means someone browsing for information at midnight or on a weekend can still engage with your business.
• E-commerce: For businesses that offer products, having an ecommerce-enabled website allows customers to shop from the comfort of their homes.
• Accessibility: Your website can be designed to accommodate various needs, such as providing text-to-speech functionality for visually impaired users or offering language translation options to reach non-English-speaking audiences.
• Customer service: By creating a dedicated FAQs section on your website, you can preemptively address common queries that potential customers may have.
• Product/service information: Each product or service you offer can have its own dedicated page on your website, with detailed descriptions, specifications, pricing, and high-quality images.

Additional marketing and branding tool

Imagine you run a small bakery. If someone in your neighborhood is craving fresh pastries and types "best local bakery" into a search engine, what happens if your business doesn't have a website or any online presence? You may risk going unnoticed.

Having a website can go beyond simply getting your business noticed in your community. Consider it a marketing powerhouse that can:

• Ensure your business shows up in search results, business directories, and social media platforms both regionally and globally.
• Serve as a platform where you can tell your brand's story, showcase your products or services, and build trust with your audience.
• Build thought leadership by publishing informative articles, guides, or videos related to your industry and position your business as an authority in your field. Discover more PayPal Marketing resources.
• Act as a central hub for all your online content marketing efforts, which may significantly impact your brand's visibility and engagement over time.

Analytics and insights to facilitate business growth

Once your website is up and running, understanding how visitors interact with it is critical to long-term success.

That’s where website analytics comes in, which refers to the process of collecting, analyzing, and interpreting data about your website's performance and user behavior. Start by breaking down your website’s:

• Demographics: The geographic locations, age groups, and gender of your website visitors.
• Traffic sources: Where your website traffic is coming from, whether it's through search engines, social media, direct visits, or referral sites.
• Page views and engagement: Which pages on your website are the most popular, and how long visitors spend on each page.
• Conversions: The specific actions taken by visitors, such as signing up for a newsletter, making a purchase, or filling out a contact form.
• Bounce rates: The percentage of visitors who leave your site after viewing just one page.

Getting started building an online presence

Ready to build a website and grow your online presence? Here’s a high-level overview of what the process may look like:

• Define your goals: Depending on your business, determine whether your website will serve as a portfolio, an e-commerce platform, an informational site, or another specific purpose.
• Choose a domain name: Select a domain name that is not only relevant to your business but also easy to remember and type. It should reflect your brand and be concise.
• Select a website builder: Consider using a website builder for its user-friendly interface and flexibility. As an alternative, you may consider hiring a dedicated web designer.
• Purchase web hosting: You'll need a reliable web hosting provider to make your website accessible on the internet.
• Create compelling content: Develop high-quality content, including text, images, videos, and other media.
• Don’t forget search engine optimization (SEO): Implement on-page SEO strategies such as keyword research, meta tags, and image optimization to improve your website's visibility in search engines.
• Ensure mobile responsiveness: Make sure your website is mobile-responsive to provide a seamless experience to users on smartphones and tablets.
• Test your website: Thoroughly test your website on various browsers and devices to identify and resolve any issues or bugs that may affect its functionality.
• Secure it: Implement security measures, including the use of SSL certificates for data encryption and keeping software/plugins up-to-date to protect your website and user data.
• Launch your website: It's time to make it live! Consider announcing the launch through social media and email marketing.
• Monitor and analyze: Utilize website analytics tools to track visitor behavior, traffic sources, and conversion rates.

Get started with your online business.

Seize the digital opportunity

Before making a purchase, consumers are likely to pull out their smartphones, tablets, or laptops and conduct a quick online search. They’ll look for product reviews, compare prices, read about experiences others have had with your business — and often form their first impressions based on what they find online.

Whether you sell cupcakes, operate as a home repair service, or run a retail store with a global footprint, having an online presence is key. Learn more about how a PayPal Business account can help you run and grow your business.