The world is constantly changing. Even if you own a local business which has been doing business in the same way for as long as you can remember, there have undoubtedly been changes going on in your industry. So when you build your local businesses website, ask yourself: should your website be a static version where the information essentially doesn't change? Or should your website be dynamic and responsive as your business grows and changes? A quick look at some readily available facts may inform your decision.
10/90: When you think about who you are and what your business is about, are you in the top 10% or in the bottom 90%? Only about 1 in 10 (11.8%) of the top 100 sites analyzed use what's known as responsive web design. Responsive web design is the practice of using sites which are user-friendly and fully interactive. You are not going to get as many issues with things like resizing and you will have a site which is well received on both desktop computers and on mobile devices. Your web content should be like water; it should fit the device into which it's contained. So even though it's a small percentage at the present time, more and more websites are becoming responsive, or mobile friendly, with the rapid movement towards mobile usage. So too, should your website be dynamic and responsive.
Fickle: Here are some more facts which are sadly true:
- Users form opinions of your site in less than half a second
- In the first 10 seconds, you will or will not leave an impression on users
- In the first 10 seconds, if users don't like your site or see reason for being there, they will leave
The fickle nature of human beings is nothing new. Still if you are going to go to the trouble of creating, designing, and developing a website and you are trying to attract viewers to hang around and see what your business is about, a dynamic website is one way to conquer users fickle nature.
80/20: One more reason to consider having a dynamic website is this: 4 out of 5 consumers do their shopping on smartphones. Even if yours is a local business in a local town, you see the writing on the wall. Of all the people who walk down your street, right by your front door, how many of them have smartphones or other mobile devices? How are you supposed to reach this customer? The 80/20 rule may be a solid one for conservative investment strategy but unless you want your business to wither away into obscurity, you should certainly consider hosting a dynamic website.
About Half: Here are some more figures which bolster the concept of a dynamic website for your local business:
- 40% of people will choose a different search result if they come across a site that's not mobile-friendly
- 47% of people expect a site to load in the first 2 seconds or less
- If your site takes more than 3 seconds to load, 40% of users will find another site
It sounds crazy to say, but this means that if you have people who are trying to find your local business they may still go to another business that's further away just because their online presence is more accommodative to their lifestyle. A dynamic website may help reel in more customers and keep them coming in. You'd hate to lose half or your potential business just because of the nature of one-half of the population.
Content: One more trait of a dynamic website is the use of content marketing. Here are some more fun facts which may make you think twice about all that money you are spending on print advertising. Content marketing generates three times as many leads as knuckle-dragging outbound marketing, but the cost is as much as 62% less! That means that for 1/3 the leads you are paying a 2/3 premium! Content marketing is also catered to your business, who you are and what you do. Inbound content marketing can even be a valuable asset for teams within your organization particularly sales. On a dynamic website, interactive content makes your destination the local expert which people will respond to.
You may think that a dynamic website isn't something that your local business needs and maybe it doesn't. Maybe you have your customers and you have been in business for generations and nothing is going to change that. But if you have any type of eye toward the future and keeping your business relevant for generations to come why wouldn't you want to have a dynamic website? Even to just catalog the successes of your tenure at the helm of your local business, a dynamic website adds the flair, usability, and reach that a static website just can't compete with.
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