Since the publication of the World Wide Web in 1991, websites have become a critical marketing tool for any and every business. Websites have given the opportunity for businesses to communicate with their consumers in a creative, convenient, and cost effective manner. This platform has become essential instrument and driving factor for consumers, as 81% of shoppers conduct online research before buying. Not only does a website allow brands to showcase their products and services, but also offers a larger range of discoverability.

When a business creates a website they also create a layer of trust between them and the customer. Without a website, it is more difficult for a customer to find your business and will subsequently lead to many missed opportunities to your competition. Your website is the start of your brand image and must be maintained as it plays a huge role in your online presence.

Nevertheless, just having a website is not all that must be done to gain those valuable clients. Your website must complement your brand, attract your audience, inform your consumers, and motivate them to purchase. Although creating a website is crucial, having a “bad website” is just as detrimental as not having a website at all. Having a “bad website” can range from incorrect formatting, non responsive pages, insufficient html coding, lack of SEO, or an unattractive design. As your website is a form of advertising that can exponentially grow your business, having it professionally created and maintained is an advantageous asset.