10 Benefits to Having an Impressive and Up-to-date Website

WARNING! You’re About to Read the Very First Blog Post Ever Written by IMPACT

Let’s be clear. The article below is not a masterpiece.

It was written in 2009, by me, as a young entrepreneur who had just started IMPACT as a web design business and barely knew the difference between a CMS and SEO. I was new to marketing, new to websites, and very new to writing.

And yet, this scrappy little blog post marks the very beginning of IMPACT’s journey. It’s the first piece of content we ever published—and looking back, it’s kind of amazing how much of it still holds up. Some of it doesn’t. And we’ll talk about that too.

So, enjoy this throwback to a simpler time, when gradients were cool, Flash was still hanging on, and I thought I was dropping marketing wisdom from the mountaintop.

1. Customers will find you: Whether you want to believe it or not, the internet is increasing as the source for which customers seek products and services year by year. And they are certainly looking for your products and services. Open up the lines of communication and show them who you are.
2. Company Image: Are you putting your best foot forward or does your online image leave a bit to be desired? You know you are a serious business and you want your customers to perceive you as so. A well designed website tells your customer that your organized, professional, and on the cutting edge.
3. Competitive Edge: Your competition is already online, and you may think their website is better than yours. You may be surprised to see how affordable it is to have a website that towers over your competitors.
4. Showcase your Products or Services: You’ve worked very hard to build your business, and I’m sure you have something that others don’t. Showcase your uniqueness where people are looking for it.
5. Syndicate News: Have a big announcement that your customers want to hear? A dynamic website will allow you to quickly submit articles that visible through the search engines and entice visitors to want to return to your website.
6. Expand Your Market: Advertisements in the newspaper or yellow pages are expensive and will generally reach a small local market. In many cases, a company three towns over will never see your ad. A website is a fraction of the cost is accessible to your customers all over the United States and the world.
7. Improved Customer Service: Are you constantly answering the same questions over and over again. A website is a great way to provide your customers with driving directions, frequently asked questions, troubleshooting solutions, tutorials, and much more. Also, Newsletters and mailings lists can easily be added to a website that promote your specials and keep that constantly remind your customer that you are still in business.
8. Anytime Anywhere: Customers can get the answers to all their questions, even when you’re business is closed or a representative is not available. A website can be a 24 hours salesperson.
9. Freshness of Information: Your business is constantly improving. Although your brochure and newspaper ad may be aging by the day, your website can be updated instantaneously to ensure that your customers are getting the latest and greatest information every time they visit your site.
10. Track your customers: Free tracking software, when set up correctly, can tell you how people found your site, when and where they were when they were on it, how they explored it, and how you can enhance their experience.
    
    

Let’s Talk About That Post

Okay, I know what you’re thinking. “Some of that advice actually isn’t bad.” And I agree. There are some nuggets in there that still apply. But also… did I really call out the importance of not having spelling mistakes as a top 10 reason for investing in a great website?

We’ve come a long way.

Since this post went live in 2009, we’ve built hundreds of websites, helped companies scale to tens of millions in revenue, and developed an entire framework—Endless Customers™—to help businesses turn their websites into growth engines.

So, if I were writing this article today, here’s what I would say.

Why Your Website Still Matters More Than Ever

Your website plays a bigger role than most companies realize.

Before a prospect ever talks to your team, they’ve already spent time exploring your site. They’re reading, watching, comparing, and forming opinions—often without you knowing. In fact, 80% of the buying process is already complete before someone reaches out to your company. The best companies understand this. They don’t treat the website as a project. They treat it as their top-performing salesperson.

It works 24/7. It handles the bulk of the buying journey. And it either builds trust or breaks it.

Let’s revisit the idea of having an “impressive and up-to-date” website, through the lens of Endless Customers™ based on the book, which you can order here. 

1. Does your website answer the real questions buyers are asking?

Think about what’s going through their minds:

• How much does this cost?
• Is this right for me?
• What could go wrong?
• How does this compare to other options?
• What’s the process like?

Most websites don’t answer these questions. The best ones do, in clear language, with content that comes from the sales team, not just the marketing team.

2. Can your buyers get what they need without having to talk to someone?

This is where self-service comes in. Tools like pricing calculators, assessments, configurators, and scheduling widgets help buyers get 80% of the way before ever talking to your team. This isn’t just convenient. It’s what they expect.

3. Is your site actually helping your sales team close deals faster?

If your sales team isn’t assigning content from the website as homework to prospects, you’re missing a huge opportunity. Every piece of your site should be sales-aligned.

4. Is it fast, mobile-friendly, and easy to navigate?

Back in 2009, I was talking about “impressive design.” Today, the design must serve a purpose: it has to make the buying process faster, smoother, and more intuitive. No gimmicks. No fluff.

If You’re Looking to Build or Redesign Your Website, Start Here

We’ve learned a lot since this post first went live. If you’re thinking about updating your site today, ask yourself:

• Does it clearly explain what you do in under 5 seconds?

• Is every page written for the buyer, not the company?

• Does your site show, not just tell—with real photos, videos, and proof?

• Do you have the tools in place to help buyers educate themselves?

• Is your team using the site in your sales process?

And if you’re looking for help?

We’ve been building websites since 2009. A lot has changed—but what hasn’t is our belief that your website should drive real results. Today, we bring strategy, design, development, and Endless Customers™ thinking together to create sites that don’t just look good. They sell.

Check out how we build websites at IMPACT →