According to a survey by the Better Business Bureau, the most trusted advertising medium online is your own company’s website. For some reason, some people think that having prospects find reviews on Yelp or Google means more to the end user. It doesn’t. People are buying from your website.
Reviews and testimonials are powerful, but they have more impact on your own site because that’s where the credibility starts and ends.
People have to be able to trust you, or at least think they can trust you before they hire you.
They’re not going to trust you by reading your Yelp reviews.
They’re not going to trust you by looking at your Google My Business page.
Your website is where you tell your story. Where you display your good work. Where you get to control the message. It is the most common answer people give when asked: “How did you find us?”
Your website is your foundation, it’s where everything begins and ends on the web. Everything else can come and go tomorrow. Facebook could shut down tomorrow, Twitter could go out of business, but your website is your digital showroom and if you aren’t recognizing that by now, then something’s wrong.
If you haven’t fixed that digital showroom to make it reflective of the company that you are or the company that you want to be, then you’re doing something wrong. You’re giving away business.
Let’s talk about it in dollars and cents. You know what the average customer value is to you, right? Whether that’s a hundred dollars or twenty-five thousand dollars, you know what the average customer is worth.
Take a look at your website, are you converting the amount of leads versus visits that you should be with the existing site that you have?
If not, why? These are huge amounts of dollars that you’re giving away every day, every month, every year, year over year.
You’re giving this away because you keep saying, “I’ll figure out my site next month, I’ll figure out my site next year, I’ll figure out my site next season.”
The Better Business Bureau is telling you the number one confidence factor from a marketing standpoint to the end user, the consumer, Mrs. Jones, the one who writes a check to pay you, is your own website. Fix it, get off your ass, get it done.