A recent study found that 97% of small business websites are largely ineffective. I found that an alarming statistic, especially when one considers just how important website development is for a business. Consider these research findings:

• 70 – 80% of consumers research a business – visiting its website before making a purchase.
• 98% of shoppers have failed to complete a purchase because of incomplete or incorrect content on a website.
• 57% of consumers say they will not recommend a business with a poor website.
• 75% of consumers make judgements about a brand based on its website.

For most businesses, their website represents a very important, and often neglected marketing tool. Consider these statistics:

• 23% of small business websites get updated less than once a year.
• 70% of small business websites have no call to action.
• 94% of all small business websites are NOT mobile-friendly.
• 10 – 15% of websites can be considered interactive.

Combine this will the finding highlighted earlier, that 97% of small business websites are largely ineffective, this research in total suggests that businesses in general, and smaller businesses, in particular, are not devoting the time and resources required to maintain the website they need. Two issues I want to touch on further, in this regard, are ‘responsiveness’ and ‘interactivity.’

In 2020, responsiveness – or ensuring your website works as well on a mobile device as on a desktop is essential. Consider these research findings:

• 62% of businesses increased sales by designing responsive mobile websites.
• 72% of consumers want mobile-friendly websites
• 60% of consumers now use a mobile device for researching a product purchase.
• 25% of Australian consumers make purchases using a mobile device.
• 94% of people judge websites – taking into account -responsiveness.

The point is – website responsiveness is no longer an option. Websites in 2020, need to work every bit as well on a mobile phone, tablet or desktop.

In 2020, interactivity – or providing the capacity for visitors to engage with your website is essential. Consider these research findings:

• 90% of consumers today expect a site to have interactive self-service components.
• 51% of marketers say online calculators are effective.
• 88% of marketers say interactive content differentiates them from their competitors.
• 91% of B2B buyers say they prefer interactive content to static content.
• 93% of marketers view interactivity as an important education tool.

It is apparent from these findings that – website interactivity is also not an option. Websites in 2020 need to engage customers more than ever before, and interactivity is the key to this.

Interactivity comes in many forms, including:

• Calculators (ideal for financial websites)
• Quizzes, surveys and polls (providing data)
• Feedback and ratings 
• Chatbots and messaging
• Links to video and animated presentations
• Rollover links taking visitors to new information
• Providing for user-generated content

While social media is more popular and indeed, more effective than ever, for most businesses, their website lies at the heart of an effective marketing strategy. Indeed, it is important to get your website 100% right before addressing social media, given that social media should, in most cases, drive visitors to your site. 

Get your website right – ensuring you embrace responsiveness and interactivity.