I have a similar conversation almost daily with clients or potential clients that involves the need for web sites. Not Facebook pages, Instagram accounts, Twitter profiles, or Snapchat presence. A good ole-fashioned web site.
Many of our new clients bring with them at least something like a Facebook page. A small percentage of them may have a site set up on GoDaddy, Wix or the other number of “budget” website builders out there.
However, web sites are just as crucial for business success in 2015 as they were in 1999. Having a presence outside of social media silos means taking discoverability seriously. However, setting up a site is not the end of the story. The site needs to move and evolve with the ever-evolving web.
What many business owners overlook is the notion that having a web site also makes you a part of the conversation about your own name (or brand). Whether you intend it or not (or realize it or not), people will talk about you and your business. Having a site that will be indexed and ranked by Google provides you with the insurance and protection that you need if or when the talk turns to negative.
Don’t forget, we live in the era of the .sucks domain now. Here are a few good examples of cautionary tales that should raise the hair on the back of your neck.
“The biggest myth about Google is they’re somehow the first amendment,” says Fertik. “That there’s a natural order of things of how Google presents stuff that is inevitable, inexorable and correct. That whatever floats to the top of Google deserves to be there.”