Websites — an introduction
Why do businesses need a website? In today's digital world, the answer goes far beyond "to have an online presence." This course explores five compelling reasons—from how today's shoppers search and compare, to how a website functions as a 24/7 employee, to how it ties together your entire digital strategy. You'll also learn which platforms Marketing Services supports and why.
- Understand Digital-First Shoppers (mobile search, Google-first behavior).
- Learn about 24/7 Presence (website as employee, time-saver).
- Explore First Impressions (trust, mobile-responsive, adaptability).
- See how Contact & Conversion works (inquiries, CTAs).
- Grasp Unified Digital Presence (cross-selling, ecosystem).
- Identify Supported Platforms (WordPress, Duda vs. Wix, Squarespace, Shopify).
In the past, word of mouth built reputations. Today, people are practically inseparable from their phones—and shoppers follow the same habit.
Google-first behavior
When interested in a product or service, today's shoppers—particularly younger generations—turn to Google first. They quickly compare prices or research which option best meets their needs. With mobile devices always at hand, a quick search before a purchase is just too convenient to pass up.
Why it matters for businesses
If your business isn't findable online, you're invisible to a large segment of potential customers. A website gives you a place to land that traffic and convert it.
A business's website functions like a dedicated employee—available 24/7, consistently delivering information, never needing a break.
Control over content
A website provides complete control over the content displayed. You can present information in the most engaging way to drive interest and target the right customers.
Time-saver and lead qualifier
Rather than repeatedly explaining offerings to each potential client, a well-structured website allows visitors to access key information on their own. Visitors arrive more informed and qualified, increasing the likelihood of converting into a sale.
A plumber's website lists services, pricing ranges, and service areas. When a homeowner visits at 10 PM, they can self-qualify before calling. By the time they reach out, they're ready to book—saving the plumber time and increasing close rates.
Think of a website as a doorway into a business's personality. A well-designed website is as crucial as maintaining a tidy and inviting brick-and-mortar location.
Trust and the "moment of truth"
For many consumers, a website is their first interaction with a business—an opportunity to build the trust that leads to a "moment of truth," a step toward becoming a customer. A site that seamlessly adapts to mobile devices instills confidence. By contrast, a competitor's site that feels bulky, difficult to navigate, or broken can create a negative perception and deter engagement.
Adaptability
Unlike physical storefronts, websites can be quickly updated to match current trends, align with audience preferences, and reflect a business's evolving brand. A well-maintained website allows for dynamic adjustments, enabling businesses to grow alongside their changing demographics.
Small business owners today often prefer online inquiries over phone calls. Emails can be answered at one's convenience, and no matter how many people reach out simultaneously, each inquiry can still receive a timely response.
Multiple contact options
Ideally, a website should offer visitors multiple ways to make contact. At a minimum, it should include a phone number and email address. A contact form is also highly effective, allowing customers to reach out without leaving the site.
Calls to action (CTAs)
When customers search online, they often have a specific goal in mind and want services that deliver results quickly. The more seamless and accessible the interaction, the higher the chances of converting visitors into customers. A CTA might be a simple form, a phone number, or even a Facebook Messenger chat widget—anything that provides an easy path from the moment a customer decides they want a service to their first sales experience.
For SMBs, establishing a website, implementing a solid social media strategy, running digital ads, and ensuring business information accuracy across major listing sources (Google My Business, Yelp, Bing, Yellow Pages) are key to enhancing online presence.
The website as the hub
Once a potential lead finds the business online, they'll likely seek out a website to explore, reinforcing the brand and creating a positive first impression. This aligns with today's online shopping and business vetting flow.
Cross-selling opportunity for partners
Building a strong social media following is a valuable start, but it's essential to provide leads with more in-depth information. A website offers the perfect solution by serving as a foundation that links and synchronizes all online sources, elevating the brand and creating a cohesive digital presence.
A partner runs Google Ads for a local restaurant. Traffic lands on a well-designed website with menu, hours, and reservation CTA. The website also links to their social profiles and Google listing. The visitor gets a complete picture—and the partner has multiple touchpoints to nurture and convert.
Marketing Services supports websites built on WordPress (hosted through Website Pro and vetted for security) and sites built on Duda.
Why these platforms
These platforms align with our core expertise and offer integration within our Marketplace, ensuring streamlined functionality and support.
We do not support
We do not extend support to sites built on other platforms like Wix, Squarespace, Shopify, or WordPress sites hosted outside of Website Pro. One primary reason is liability—accessing and troubleshooting websites outside our hosting environment can introduce risks we cannot manage.
Common requests
Common requests for unsupported platforms include Shopify and Squarespace due to their popularity. However, by focusing on Duda and WordPress within our own environment, we can maintain the high-quality service and security standards our partners rely on.
Key Resources
Knowledge Check
Knowledge Check
Test your understanding with 5 random questions from a pool of 9.
A well-designed website is essential to making a strong first impression and building trust. For partners, it creates a prime cross-selling opportunity. Learn more about Marketing Services website offerings and supported platforms to help your clients succeed.