Since the rise of the Internet, the emergence of websites and the daily increase in users, more and more businesses are developed in the online environment. In addition, the confinement caused by the COVID-19 pandemic has contributed to the acceleration of the incorporation of companies into digital media globally. Currently 62.5% of the world's population uses the Internet spend an average of 6h58m a day to different activities.

Having a website is essential because it allows anyone to know a brand or business. It is a tool and a channel to announce products, services and promotions, which adds value to the brand and helps increase profits. It's the perfect showcase so that current or future clients are always informed about the company.

• IMAGE AND PRESENCE

The website projects a professional image; it is the visiting card of a business and represents the identity and objectives of the company. Currently, 9 out of 10 users search the Internet before making a purchase and choose companies or professionals that have a website, as it conveys more quality and prestige.

Who is not seen is not remembered. A professional or company that does not have a website will never appear in search engines and when people hear about your business, probably the first thing they do is search for it on the Internet. If they do not find it, they may even think that it is not professional or that it doesn't exist.

• GREATER REACH AND COMPETITIVE ADVANTAGE

The Internet is a borderless environment, allowing a wider audience to know about your business. In addition, if your website has a store or service for orders or reservations, you will have an advantage over the competition, since more and more users prefer to buy online. The website is one more line of business for the company, without the need to physically expand.

• TRUST AND SECURITY

Having a website makes it possible to be in constant contact with your customers, who can see the products and/or services you offer at any time and consult you, giving them confidence and security. Also, show customers that you care about them and that you want to provide them with a good experience.

• RELATIONSHIP AND PRODUCTIVITY

A website can provide different ways of serving current and potential customers: through chat or whatsapp (faster and more direct contact), email or contact form and can also have a Frequently Asked Questions section where the main questions from different customers are already answered, improving the relationship with them, making your business more productive and saving time for both.

• LOYALTY AND REPUTATION

A website is a tool that is also useful for retaining customers, offering them advantages or entertaining them with content of interest. In addition, giving them the possibility to leave their testimonials or recommend you more easily, through email, social networks or at app stores, will improve the reputation of your business and positioning in search engines.

• VALUES AND TRANSPARENCY

In general, customers and users highly value that companies show themselves as they are, giving them a more human approach. It is advisable to include the values with which the company identifies and its mission, as well as some information that helps to get to know the people behind the work, showing transparency from the brand.

• COLLABORATION AND NEW TALENTS

Having a website will help you connect with other professionals and companies, providing you with new business or collaboration opportunities. In addition, a corporate website is essential when looking for professionals for your business, so that they get to know it better and feel interested in working for your company.

• SOCIAL NETWORKS AND WEBSITES

Due to the large number of users on social networks, many companies consider that having a website is not important and that is a great misconception. It is true that social networks make it possible to reach a large number of people, but having a corporate website grants credibility and seriousness to the public. The website of a brand or company is the main channel of information and communication with its potential customers, and social networks are complementary tools that, through a well-prepared marketing strategy, help in the growth of the business.

• RESPONSIVE WEBSITES

Consumption habits have changed in last years, due to the huge influence of technology in our lives. Smartphones have become our preferred device to develop endless tasks. Today, more than half of world users (67.1%) are “Mobile only”, that is, they use the Internet only on their mobiles, making primordial the reponsive websites design (which adapt to the screens of different smartphones and tablets).

Surveys conducted by Google revealed that people's expectations of the experience they have with a company through the mobile phone are currently very high. Nearly 9 in 10 smartphone owners are willing to buy again from a company that provided them with a relevant mobile experience. However, people who have a negative mobile experience are 62% less likely to make a purchase in the future, no matter how beautiful or data-driven your marketing campaigns are.

This means that every business needs a responsive website to provide a better consumer experience. Furthermore, in 2021 Google has introduced the page experience as a ranking indicator.

• COST VS BENEFIT

A website is only part of a business's online presence. However, depending on the sector you work in, it may be one of the most importants aspects. Creating a website requires an investment that pays for itself in a short time and offers an excellent cost-benefit ratio when compared to other tools or advertising media.

Studies in psychology also confirm that the first impression is the one that stays and that the human brain only takes a fraction of a second to build images that later are difficult to disassemble. That's why having a dynamic, functional and careful website, which in addition to having a good design and quality content, provides a good user experience and transmits confidence is essential.

However, the fact of having a website that meets all these requirements is not enough. To be successful, the company needs to have a marketing strategy and other tools to generate recurring traffic and convert visitors into buyers. Doing a good job of optimization and SEO positioning, for example, are keys to generate more visibility for the business.