Small Business Websites in 2018

In 2018, websites are more affordable and mobile friendly than ever. However, many small businesses still perceive obstacles that limit their online presence.

Websites can help small businesses attract new customers, drive revenue, and manage their brand’s reputation.

We surveyed 351 small business owners to learn more about how they approach websites, and how they plan to invest in their websites in 2018 and the future.

Our Findings
1.  Less than two-thirds (64%) of small businesses have a website.
2. By 2019, nearly all (94%) small business websites will be mobile friendly.
3. Among small businesses without a website, more than half (58%) plan to build one in 2018.
4. Small businesses cite cost (26%), irrelevance to industry (27%), and social media (21%) as key reasons behind their decision not to have a website.
5. More than one quarter (28%) of small businesses spend less than $500 on a website.

Although small businesses still face challenges, new technology has changed the way websites are built, making websites more affordable and accessible than in previous years.

Nearly Two-Thirds of Small Businesses Rely on Websites to Connect with Customers

Across small businesses of all sizes, from 1 to 500 employees, most (48%) had a website since before 2017.

Small businesses rely on websites to engage their existing customers while attracting new ones. Websites can also provide confirmation that a business is legitimate by publicly listing its mission, address, and contact information.

“You need to be able to be found,” said Vanessa Petersen, Executive Director of Strategy at ArtVersion Interactive Agency(link is external), a Chicago-based branding and web design agency. “Having a website is a qualifier.”

Petersen’s clients often need help integrating keywords into their websites, designing effective calls to action, and developing content plans. All of these factors help ensure that customers can easily find businesses’ websites and learn more about the businesses’ offerings.

Virtually All Small Business Websites Will Soon Be Mobile Friendly

Smartphones are changing the way we use the internet. Among small business websites, nearly all (81%) are mobile friendly.

An additional 13% plan to optimize their sites for mobile in 2018, bringing the total up to a predicted 94% of all small business websites.

How Mobile Websites Impact Usability and Revenue

In 2016, worldwide mobile internet use surpassed internet use on desktop computers(link is external) or laptops for the first time.

Mobile Websites Improve Usability

Websites designed for use on a desktop or laptop computer are not automatically compatible with mobile devices. This need to ensure that websites are usable on mobile devices drives small businesses to upgrade their websites.

Judd Mercer is Creative Director at Elevated Third(link is external), a Denver-based company specializing in Drupal web development. He encourages clients to imagine how customers will use their websites on different devices.

“The state of mobile is moving towards the context of the user,” said Mercer.

Some small businesses may find it valuable to customize their mobile website to better meet the needs of customers who are seeking information on the go.

For example, one of Mercer’s clients is an insurance company that wanted to provide a better website and mobile experience to their policyholders. Users are most likely to access the website on their phone while seeking claim information in the immediate aftermath of an accident.

“We might prioritize that more importantly on a phone versus on a desktop computer where we assume they’re at work and an emergency hasn’t happened,” reasoned Mercer.

By thinking through the information your customers are most likely to seek on mobile versus desktop, you can begin to understand the functionalities that should be prioritized.

Mobile Websites Help Drive Revenue

In addition to improving usability, websites that are compatible with mobile devices can help to drive revenue. For e-commerce businesses, Hosting Facts(link is external) estimates that 45% of all e-commerce will be conducted on mobile devices by 2020, compared to just 20% in 2016.

The statistic checks out with Jeff Moriarty’s experience. He is the digital marketing manager for Best Price Nutrition(link is external), a supplement and vitamin company that has served customers since 2002.

Over the past few years, he has watched Best Price Nutrition’s mobile traffic soar.

“60% of our traffic is mobile now, and I see that increasing this year again,” said Moriarty.

When he optimized Best Price Nutrition’s website for mobile in 2016, mobile traffic accounted for roughly 25% of all Best Price Nutrition’s website visitors. Despite this, mobile traffic resulted in only a fraction of the conversion rate for users who shopped from their desktop computer or laptop.

With a mobile optimized website, Best Price Nutrition’s mobile conversion rate has climbed to approximately 75% of the desktop conversion rate.

By upgrading to a web design that is compatible with mobile devices, small businesses can improve usability and increase the likelihood of conversions that support revenue goals.