There's no question that the world is already changing dramatically with the rapid implementation of Artificial Intelligence systems like ChatGPT, DALL-E, Midjourney, and other tools that continue to blow our minds. Both Google and Bing have already integrated AI ("chatbots") into their search engines (limited access). This is going to transform how people interact with search engines to gather information, as well as introducing uncertainty about what role your website will play in that new world.

But despite all that uncertainty, or rather because of it, your website is more important than ever! It is the forever home for your brand, owned and controlled by you. It's the hub of all your sales and marketing activities. You cannot build a stable business that relies on any other one company like Google as the gatekeeper to your success. A great website is your way to assert independence.

Branding & Communication

Even in a near future world where Artificial Intelligence chatbots replace search engines, an AI has to learn about your company from somewhere. Your website lets you control the narrative and influence the information regarding your company. 

A great website is like a shiny flagship store downtown, it lets you establish your ideal brand, values, ethos, style, and personality. You communicate this through exceptional design, delightful language and thoughtful content strategy.

It's Yours!

Social media can be a useful tool to attract visitors to your website where they may convert into sales, but remember, on social media you don't own the platform. A small change of their algorithms can dramatically disrupt your business and all the hard work you spent developing followers. That's been the case recently with Instagram creators who suddenly find their revenue dried up. Your content needs a forever home that you control.

SEO is also a great way to get free traffic, but you can't put all your eggs in one basket and rely on Google to continue business as usual. You need an exceptional website that lets you be truly independent.

Credibility

Anyone can spin up a social media platform, but creating a great website shows a level of legitimacy and commitment that instantly inspires trust. The more you invest in great design and strategic features of your website, the clearer signal you send that you are a leader in the industry. Clients want to work with the most successful vendor, they hope it's you because they really don't want to shop around. Your website lets you remove all doubts and it gives them the option to trust you.

24/7 Marketing Hub

Your website is available 24/7, worldwide, without holiday. 

Every lead follows a journey before they become a customer, which eventually should result in a visit to your website. Whether they are in the research or decision phase, your website needs to be the central platform where they can follow up, learn more and take action.

Your website allows you to gain free, organic traffic from keyword searches, external links, or sharing. Yes there is a minimal cost to building and maintaining a great website, but if implemented correctly there is a huge net-positive ROI and the website will pay for itself! The lifetime value of a customer is going to be much higher than the cost of one month of service. So if your website generates one new customer per month, it's definitely paying for itself (even if you don't consider the branding and administrative value).

Reduce Administrative Costs

Empowering your customers can increase their satisfaction with your business and improve client retention and referrals. It also saves you time and money supporting mundane administrative tasks, e.g. answering common questions, scheduling appointments, updating account information, etc. This alone will instantly pay for itself.