Websites are considered essential for businesses nowadays. It can bring lead generation, it can become a profitable sales and marketing channel for a company. Despite its benefits, having a good website also has its own dark side.
We will discuss the advantages and disadvantages of having a good website. The aim of this article is to educate business owners so they can decide carefully on their website development.
Benefits of having a good website
* Lead Generation- the #1 benefit of having a good website is that it opens up to tons of sales opportunities for a business. Most of the consumers today are connected online. Whether they are looking for a new product or looking for a specific service within their area, the web is a go to place for them to search for these requirements.
Google search engines are used to help locate their needs. Having a good website can help you land in the listing of Google. Thus, helping you increase your customer base.
* Online Marketing– the internet is a good place to expand your marketing channels. Social media can help make your brand become viral using contents from your website.
Positive reviews from customer blogs can help increase awareness for your brand. Retweets and online endorsements from influencers can spread knowledge about your company to their followers.
* Increase in Brand Equity- investing on good design for your website is like investing on an upscale physical storefront. It helps build more credibility for your brand. It can help turn your followers into raving fans promoting your stuff to their friends and followers.
* Added service- a good website can help expand your services for customers. If you are running a retail business, you can create a portal for after sales service. You can also create a web application to manage customer loyalty and promotions.
Drawbacks of having a good website
Despite all the benefits, owners can encounter some drawback with having a good website. Here are the following disadvantages:
* Higher Expectations from Consumers- there are some businesses who were able to hype their product and services. They invested in good user experience and design on their website. Their website felt very premium and it solidified the lifestyle brand they want to promote.
If your company was not able to deliver these expectations, you can turn raving fans into angry customers. Make sure to compliment your marketing efforts with good product development. The web can bring tons of attention for your brand, retaining this attention through customer satisfaction is key.
* Bad Reviews from Customers- having a good website establishes a good presence for your company. A drawback for this is that it can also open your brand to bad reviews online. Bad reviews can come in many forms.
This could be a bad shout out on Facebook or Twitter. This could be a blog telling how crappy your product and service is. Most of these reviews normally have links that tag to your website. Later we will discuss how to combat these cases.
* Fraud – Paypal is a very popular online payment service. Because of its popularity, hackers created dummy Paypal websites to phish out information from customers. Fake reset password or credit card updates are sent via emails.
The email content and the URL looks legit. When a customer fills up the link, their information is stolen by these hackers. As your brand become more popular, there is a risk hacker will exploit it.
* IT Resources – if you have a good product and it sells like a pancake, expect a sharp increase in network traffic. There was a telco in the US who launched their new mobile plans. They didn’t expect that over 100,000 people will simultaneously access their site.
It crashed their website. Their bandwidth and server resource can’t handle it. If you are planning to launch a campaign, come up a with a plan to make it scalable.
* Maintenance Difficulty- there are some small businesses that will have problems allocating time to update their website. This can happen in retail stores that have many inventory.
If your shop is handling many merchandises, updating the price or adding new products can be very difficult. If you fail to update these, you will be left with confused customers.
There was an instance with Marks and Spencers wherein they failed to update their merchandise correctly. They accidentally reduced the price of their TV by 90%. Hundreds of people bought it since it was very cheap. They couldn’t refund it and was forced to sell at a loss.
* Spam- this happens if you place the email of your company directly to the website. Spammers can grab these address and sent spam emails.