Does Your Website Help Your Business?
As a small business owner, you probably already know if your website is bringing value, but no Ivy League degrees are required. Here are three simple questions to help you decide:
Are you receiving calls, emails, or direct sales from your website? (And are these good leads OR customers who fit your target profile and have genuine intent?)
Do new customers mention they found you online?
Do people regularly visit your site to get important information like your hours, address, or services before reaching out?
If you can answer “Yes” to these, your website is working and worth maintaining. If most answers are “No” or “Rarely,” that’s okay, you might be better off focusing your resources elsewhere.
When Your Website Isn’t the Top Priority
Many small businesses survive without complex websites because:
Referral-driven businesses: Most customers come from word-of-mouth. Spend your time strengthening these relationships instead of investing heavily in a site.
Hyper-local businesses: If customers mostly find you by walking in or through your storefront, a strong Google My Business (GMB) profile is often more valuable than an elaborate website. GMB shows your business in Google Maps and local search results, the very places customers start looking. But remember, like your website, GMB requires ongoing management: updating hours, responding to reviews, posting offers, and monitoring customer feedback.
Personal network businesses: Clients come through industry events or direct outreach, so investing in tools that manage those networks often pays off more than an elaborate website.
For these cases, a simple site with basic contact info plus a well-managed GMB profile and good reviews often meets your needs.
When Your Website Is a Growth Engine
Your website becomes crucial when:
Customers actively search online for your services (e.g., “plumber near me”) beyond your immediate neighborhood.
You sell products or book services directly on your site; it’s your online storefront.
You need to educate customers beforehand with FAQs or detailed information that builds trust and cuts down on repetitive questions.
You serve a geographic area ranging from local to regional or even wider, and your website content and SEO strategy reflect that real reach.
Understanding “Good Leads” — Quality and Quantity Matter
Not all leads are equal. A “good lead” is someone who:
Matches your ideal customer profile with the right needs, location, budget, and timeline
Shows real buying intent, not just window shopping or requests for free advice without follow-up
But lead volume matters too. Two perfect leads a month might not justify a $5,000 site if another marketing channel would generate twenty solid leads for the same or less investment.
You can regularly track both the quantity and quality of your leads. Calculate your website’s “cost per good lead” and compare it to alternatives like referrals, ads, or events.
The Honest Reality: Website vs. Other Marketing Investments
The real decision isn’t simply “website or no website,” but where your next marketing dollar gets the best return. For example:
A contractor might see a better ROI from a truck wrap, sponsoring community events, or sharpening referral efforts than from website tweaks.
Both your website and Google My Business demand time or money for upkeep. Be realistic about this commitment when planning your budget.
Moxie Creative Solutions: Our Honest Approach
We only build websites where they truly help your business grow. If your leads primarily come from referrals or foot traffic, we’ll be honest with you and help you redirect your budget elsewhere.
To back this up: In the past year, we’ve advised nearly 8 prospective clients to invest in referral systems or other marketing rather than a website upgrade. Honesty builds stronger, longer-term client relationships.
When your website is critical, we craft clear, user-friendly sites designed to help customers find you, understand your value, and take meaningful action.
Summary Checklist for Busy Business Owners
Your website works if it generates quality leads that turn into real business, AND its ongoing maintenance fits your capacity or budget.
If your business is mostly referral-based or foot-traffic driven, focus on Google My Business and reputation instead, but remember, these require management too.
Track lead volume and quality to measure real ROI.
Consider opportunity costs: which marketing investment delivers the best return for your specific business model and geographic reach?
Not sure where you stand? Drop us an email for an honest, no-pressure opinion on what’s best for your business right now.
