These days it’s wonderfully easy (and affordable!) to build your own website. There are plenty of DIY platforms out there—including Squarespace, our personal favorite to build on and use.
But despite how easy it is to create a website yourself, there are some limitations that come with simply using ready-made templates:
there are limits to how much you can customize
certain design or functionality may not be available without knowledge of back-end code
the site might not be optimized for search engine visibility
a DIY-approach may end up looking less professional than you’d like (uh-oh!)
For many businesses, especially online businesses, a professional website tends to be worth its investment many times over.
Here’s why a professionally designed and optimized website is so important for different business types:
Whether you’re a brick & mortar or online business, you sell a product or a service, or you’re incorporated or a sole proprietor, your website is likely the first place many (if not all) of your potential customers will come in contact with your business. This is your opportunity to make a professional and memorable first impression!
It’s also how you’ll effectively share your message and product/service offerings, “recruit” your ideal client, connect people to your list, and grow your audience to reach your business goals.
The #freelancerlife typically involves a regular search for new clients and projects. A website that highlights your work and promotes your offerings can greatly assist in bringing in your ideal clients—allowing you do what you love to do for people who need it.
Optimizing your place-based SEO can also improve your search ranking to connect your business with more local clients.
For bloggers, your website is your business, so it’s especially important to have a professional, optimized and mobile responsive site that is tailored to your ideal audience. This means content that’s easy to find and access, comprehensive branding across your site, and opt-ins or upsells to any paid products.
How a professional website helps grow your business
Whether you’re a freelancer, blogger or small team, here are the powerful ways a professional website can help to grow your business:
It’s your online storefront
Think of your website as your store window display—you want to create a professional and enticing display that draws people in to peruse your products and services. Whether you’re showcasing a gallery of products or selling an online course, your website is where your potential clients will learn about what you have to offer…and perhaps poke around to see more!
It builds & defines your brand
Your website is an opportunity to build and define your brand in a way that attracts (and connects with!) prospective clients. From your logo to your colors, fonts, imagery and layout, your website branding should be designed to specifically appeal to your ideal client.
It puts you in front of the right people
SEO (search engine optimization) is more than just a buzzword—it’s an important part of your online visibility. Websites that are built to be optimized for search engine visibility can improve your search engine ranking, getting your business more visibility among your target audience.
It links & streamlines your tools
Your website can serve as a hub for multiple tools or platforms you use within your business. For example, your website can house your blog, your online store, your client forms and surveys, and even password-protected membership pages—all under one parent URL, and all with a cohesive look and feel.
It grows your list
A key feature of a well-built website (particularly for online businesses!) is that it’s a gateway for your email list—aka your list of potential customers.
When people stop by your website, take a look around and like what they see, you’re positioned to give them an offer to receive more related content they trust they’ll also like (such as a promotional pop-up or other opt-in offer), which allows you to grow a list of people who truly want to receive what you’re offering. Then, you’ll be able to communicate with this list to share product offers, launches, newsletters, business updates and more. (Woohoo!)
In sum, an effective website attracts your ideal clients, informs them of the value you can offer them, and engages them in continued communication with your business.
Whether you’re able to DIY a high-quality website yourself (that’s awesome!) or you’re ready to work with a web designer, these are the benefits of a high quality, professional website to grow your business.
Interested in chatting with a web designer?
Want to create a beautiful, functional & professional website to grow your business?
Get our free checklist for launching your new Squarespace website: