6 common misconceptions against a new website

Unfortunately, there are a variety of prejudices and misconceptions that prevent many entrepreneurs from wasting even a thought on a new website for their business. Statements such as “We don’t get our customers through the website” or “An investment in a new website doesn’t pay off for us” are often completely ill-considered and unfounded. In this blog article, we want to clarify the 6 most common misconceptions that speak against a new website.  

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The Internet is no longer a temporary fad, which makes it all the more important to have a well thought-out and modern website that fits the current time and the company. Nevertheless, many companies have not yet understood how much potential they are actually missing out on if they simply neglect and gather dust on their website, which was created many years ago and is now outdated, or worse: do not own one, even though they have been on the market for many years.

Many people are not even aware that a backward Internet presence can even harm the company today and worsen its image accordingly. If you find yourself in one of the following 6 misconceptions, you should definitely read this article more closely.

Misconception 1: “We don’t get our customers through the website”

This statement, or something similar, such as “I haven’t received a single customer through the website yet”, is widespread and leads to a dangerous fallacy: If I already have a website and it doesn’t bring any customers, it means that a website won’t do anything for my company anyway. Many companies, especially in rural areas, get their customers through referrals and word of mouth. That’s a good thing, but very few companies know how exactly the interested party became aware of them, as the companies usually don’t care and there is no further demand. It is not known whether the interested party has responded to a recommendation or after visiting the website. Where the customer came from remains completely unclear.

That’s why many companies don’t know what added value a new website would bring. It may be that a website has a lot of visitors, but only a fraction of them contact the company because they are deterred by a bad website and therefore opt for another provider who may even do a worse job, but looks much more attractive to the outside world through a convincing website.

Various analysis tools can be used to find out exactly how many visitors the website has, how long users stay on their own website and what content is viewed. If you are still unfamiliar with this, you have a lot of catching up to do.

Sooner or later, new prospects always come into contact with the website somehow. And if this then conveys a bad image of the company, that can be enough to have lost a potential new customer. Even if the prospect comes via a recommendation or another marketing channel, he will most likely also examine the website. After all, this is the company’s first digital point of contact, the face of the company on the Internet, so to speak.

Misconception 2: “Never had a website and it still worked”

Even today, there are many companies that do not have their own website and cannot be found on the Internet. Only 62% of German companies had their own website in 2020, i.e. just over half. Hard to believe, isn’t it? Yet such a large part of our lives today takes place on the Internet. Many companies don’t even show up there when you search for them.

Most of these companies actually don’t see the point in creating a website because they’ve never had a website before and they’ve still been able to “work well” and keep getting customers. However, as is well known, times are changing and these companies are leaving many customers by the wayside due to the lack of an Internet presence. If someone is looking for a product or service, the first or second point of contact is in most cases the Internet or Google search. And only with your own website do you have full control over your presence on the Internet and how you are found and perceived by potential customers, business partners and employees.

Misconception 3: “A new website is being planned, but you don’t have time for it”

This statement is, on the one hand, positive, and on the other hand, negative. On the positive side, the company is aware that a new website is needed and is basically ready to tackle the project. On the negative side, however, the website project is not given high priority or you simply do not want to deal with it and keep postponing the project. As a result, nothing happens for years, and the website becomes more and more dusty from year to year, which damages the company in the long term.

Of course, the company is focused on doing the day-to-day business and that is a top priority. But let’s be honest: If the website is created by an agency, even a busy sole proprietor can plan the necessary 1-2 hours per week, where he deals with it over a period of a few weeks. More time is not necessary if you have the website created by a web designer.

No time should therefore be understood as “no priority” here. And if you still don’t give priority to your website during this time, you’re definitely doing something wrong.

Misconception 4: “I create my own website / My brother-in-law does it”

Wenn Sie eine Website für Ihr Hobby oder Ihre Leidenschaft benötigen, kann die Erstellung in Eigenregie eine gute Lösung sein. Wenn sich jedoch ein Unternehmen professionell im Internet präsentieren möchte, sollte es sich auch professionelle Hilfe dafür holen. Dennoch gibt es Unternehmen, wo die Website vom Geschäftsführer oder einem Mitarbeiter selbst und in kurzer Zeit erstellt wird, da sie Geld sparen wollen und “schnell eine Website brauchen weil man das heute haben muss”. Oder es wird der Schwager oder ein Freund beauftragt, weil er “was mit Computern macht und das kann”.

Auch die vermeintlich einfache Website Erstellung mit simplen Baukastensystemen sorgt oft für Frustration

In den meisten Fällen eine schlechte Entscheidung, da das Ergebnis oft nicht seinen Zweck erfüllt und wichtige Webdesign Prinzipien, sicherheitstechnische oder rechtliche Aspekte vernachlässigt werden, weil die nötige Expertise fehlt oder die Zeit, sich genauer damit zu beschäftigen.

Hier stellt sich auch die Frage, ob das Unternehmen dadurch bis zum Schluss auch wirklich Geld spart? Die Erstellung dauert wahrscheinlich länger, weißt viele Mängel auf und führt am Ende oft dazu, dass man dann doch professionelle Hilfe in Anspruch nimmt, weil man an einem bestimmten Punkt nicht weiter kommt, die Zeit fehlt oder die gewünschten Ergebnisse selbst nicht realisierbar sind.

Da meistens auch noch das Projekt immer wieder pausiert und aufgeschoben wird, da man sich mit seinem Tagesgeschäft herumschlagen muss, wird es oft nie zu Ende geführt und bleibt eine ewige Baustelle. Dauert die Neugestaltung mit einer Agentur beispielsweise 2 Monate und der Mitarbeiter benötigt 6-7 Monate oder länger, können die Kosten schnell sehr hoch werden. Statt Geld zu sparen, verbrennt man Geld und erhält zudem in den meisten Fällen ein schlechtes Endergebnis.

Irrtum 5: “Eine Investition in eine neue Website zahlt sich für uns nicht aus”

Wenn das Unternehmen geschlossen wird oder man als Selbstständiger in Rente geht, zahlt sich eine neue Website nicht aus – das stimmt. Aber in den meisten anderen Fällen schon. Wer mit klaren Zielen, der nötigen Expertise und einer durchdachten Strategie einen neuen Internetauftritt für ein bereits funktionierendes Unternehmen schafft, wird mit sehr hoher Wahrscheinlichkeit auch Erfolg damit haben.

Oft haben Menschen auch eine falsche Vorstellung davon, wie viel sie für eine neue Website investieren müssen. Viele denken es werden mindestens 10.000€ benötigt, um einen professionellen Auftritt nach ihren Wünschen erstellen zu lassen. Natürlich gibt es auch viele Fälle, wo eine Website wirklich 10.000€ oder deutlich mehr kostet, aber in den meisten Fällen reicht bereits 2000€ – 6000€ völlig aus, um einen erfolgreichen und individuellen neuen Internetauftritt für ein Unternehmen zu schaffen. Als Immobilienmakler oder Zahnarzt zum Beispiel hat man diese Investition mit 1-2 neuen Kunden bereits wieder eingespielt, die durch die neue Website zu überzeugten Kunden werden.

Irrtum 6: “Unsere Website ist doch modern und ansprechend”

The internet is very fast-paced, and in just a decade, common web design layouts that are considered “modern and appealing” can change from the ground up.

Example of a very bad website

Especially companies that develop slowly and are conservative are often not aware that their website is completely outdated and gives the impression that the company no longer exists because no one cares about the website. Website visitors and potential customers are often deterred even before the first contact, because a negative first impression is created by the backward Internet presence.
So if you have been leaving your website on the left for many years, don’t win any customers with it and still think that the website is top modern and fulfills its purpose, you’re definitely doing something wrong and leaving enormous potential completely unused.