By Deborah Kurfiss, Umbrella Content Marketing Director on Oct 23, 2022
Not too many would disagree that the calling card of any business today, even a small local business, is their website. Sure, it’s possible that sandwich shop on the corner might be the exception, but it’s unlikely. 71% of small businesses have websites. Today, with while label website services readily available to your marketing agency, there is no reason you can’t get in on the action of reselling websites to businesses without and updating others.
These days, a business without a website seems just a bit suspect to consumers. Not to mention that a business without websites misses a vast array of marketing opportunities such as gathering a list to email educational information and news of specials and new products, a URL to direct people to the business from reviews and social media, and an opportunity to show off why the business beats the competition.
But small businesses often have limited funds. They need to weigh where and how to spend their money.
So, is reselling white label website design services a good idea when everyone and their dog already has a website? Absolutely. Businesses without websites are missing opportunities. Those that already have websites very likely need an update, a redesign or perhaps a new website altogether.
Probably most of your prospects already have a website. But it’s highly unlikely that website is optimized for lead generation, search engines and converting prospects into sales.
That’s why a successful approach is to offer prospects a free or well-priced website audit or mini-audit. In the audit point out the problems and offer to provide specific solutions. If a prospect thinks their website is perfectly fine, it’s your job to show them where it’s missing the mark. Whether you do it yourself or hire a white label website services provider, you really must start with an audit.
Before moving on to more formal measurements, consider what you immediately notice about the website. Pretend you are a customer.
Just a few questions to ask as you move through the website are
Website speed is one of the first things you should check. If a website takes more than three seconds to load, that business is losing customers.
Google’s Page Speed Insights measures website speed and categorizes website speed as good, needs improvement or poor.
Google also looks for three Core Web Vitals that affect ranking. These are Largest Content Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS). These can be measured a number of ways, including using Semrush’s site audit tool.
If this has your head spinning, well, good website design and development is much more complex than it used to be. That’s why many marketers are now turning to white label website services so experts can perform these tasks.
A business cannot just publish a website and forget it. Well, they can, but it’s a horrible practice for a business to let its website languish. To draw customers and search engines, businesses need to keep their website content fresh. New content should be added at least once a week, because updating content is the fastest way you can help your clients improve their search engine rankings.
Design also needs to be periodically analyzed, improved and updated. Here are some things to look for. Otherwise, customers will think your client’s services are as shoddy as their website.
Businesses with websites that are not accessible to the disabled are not only losing customers, they may also be violating the law. And the fines aren’t cheap.
Over 61 million adults in the US have disabilities. Many of these people find difficulty accessing websites because of disabilities that affect motor skills, sight or hearing. It’s only good business for your clients to make their websites as accessible as possible to as many people as possible through website accessibility technology that is available today.
But increasing customer base is not the only reason for your clients to make their websites accessible to the disabled.
Title III of the American with Disabilities Act (ADA) prohibits businesses that are open to the public from discriminating against those with disabilities. That includes websites. These businesses must take measures to ensure the disabled can enjoy their goods, services and facilities. Fines are stiff for those who do not. First violations may be fined up to $75,000. Additional violations may be $150,000 – and that’s only federal law. State and local laws may demand additional fines.
If you are not offering modern web design, development and ongoing maintenance to your marketing clients, you are losing out on a lot of business. There is not a business today who does not need a well-structured, well-maintained website.
Contact Umbrella right now to find out how you can easily resell white label website services to better serve your clients. Why send them to another marketer?
Book a call today to discuss how we can help your marketing agency grow.