Websites market firms better than social media platforms

Company websites increase brand awareness and buying intentions more than social media platforms — by offering more brand information and credibility — according to research.

“Both are marketing tools that companies need nowadays to compete in the market, but the downside of social media is that it lacks trustworthiness. There may exist different accounts with a brand’s name making it hard for consumers to know which one is the real one or customers may be immediately influenced by the negative comments about a brand they read on the platforms,” said Stella Kimani, a Kenyan brand marketer.

“However, by having a website, it gives a chance to companies to defend themselves and presents an opportunity for consumers to learn more about the company by reading the correct product information provided.” In fact, according to a survey conducted by global market research firm Taylor Nelson Sofres, most consumers prefer learning about a company they intend to buy from through its website.

“Fifty two per cent said that they go direct while 25 per cent turn to social media, 22 per cent go to third-party sites and eight per cent read company blogs,” reported the researchers.

Thus a website is a vital marketing tool for companies, more especially because 81 per cent of consumers carry out online research before making a purchase, which means that they visit a search engine and type in specific keywords in relation to their purchase.

‘‘Consequently, any company without a website automatically narrows its market reach. According to a study on the buyer’s journey by market automation firm, Pardot, for 72 per cent of consumers Google is their preferred choice of search engine, and the first stage of research begins with general search terms, as buyers explore the options at their disposal.

Buyers are usually looking for educational material, customer reviews, and testimonials at this stage.

“When they have their choices narrowed down to just a few companies, they will return to the research stage again, 70 per cent of buyers return to Google at least two to three times during the course of their research, diving even deeper into each company’s specific offerings to see how they can address their particular pain points,” read the study report.

“A lack of a company website reduces the possibility of a company appearing on the search engine results thereby reducing its market reach and size.”

Consumers are also more likely to contact a local business with a website for further product information, or to make a purchase, because the website gives a company more credibility compared to those without websites.

However, not just any website will do: the design and layout for a company’s website is key to establishing its credibility.

In this, first impressions are key, with research showing that 75 per cent of customers make judgments about a company’s credibility based on its website’s design, and will not make a purchase through it, if it is badly designed, as it is an indication that it does not care.

“Great web design instils trust in a business. We found that consumers quickly evaluate a website by visual design alone, therefore a website needs to look professional or appropriate for the company’s purpose,” reported Stanford University in a paper on web credibility.

- African Laughter