E3’s Creative Director Shares Insights for Business Survey

Elevated Third’s Creative Director, Judd Mercer, was recently interviewed by Clutch, a B2B ratings and reviews firm based in Washington DC. We’re currently recognized by Clutch as a top 5 Drupal Development firm and a top 5 web developer in Denver.

Judd’s insights added context to Clutch’s fourth annual Small Business Survey, which gathered data from small business owners across the United States to reveal how they approach challenges and opportunities, including building and maintaining a website.   

Among the key findings, small business owners report that they intend to make their websites mobile friendly in 2018, in response to the growing number of users who access the internet on their smartphones and tablets.

Over 80% of small business websites are already mobile friendly, with an additional 13% planning to upgrade their websites this year.

Judd points out that mobile-friendly websites are often better able to respond to the context of users’ needs:

“The state of mobile is moving towards the context of the user,” said Mercer.

One of Mercer’s clients is an insurance company that wanted to provide a better website and mobile experience to their policyholders. Users are most likely to access the website on their phone while seeking claim information in the immediate aftermath of an accident.

“We might prioritize that more importantly on a phone versus on a desktop computer where we assume they’re at work and an emergency hasn’t happened,” reasoned Mercer.

Despite the growing prevalence of mobile-friendly websites, the survey found that not all small businesses have websites.

Nearly two-thirds of small businesses currently have a website, with approximately half reporting that they have had a website since 2017.

Among the remaining one-third of small businesses that do not currently have a website, approximately 1 in 5 rely on social media instead. Judd explains why this strategy presents significant risks:

“Whenever you put all of your eggs into someone else’s basket, it’s risky,” said Mercer. “If Facebook changes their algorithm, you get downvoted to oblivion, there’s nothing you can do.”

Instead of relying solely on social media instead of a website, Mercer recommends that small businesses maintain a social media presence to supplement their website.

Ultimately, small businesses that manage their own websites maintain the highest degree of control over their online presence, and by extension, the impression they make on visitors who are seeking information about their company.

Among small businesses that do not currently have a website, the majority (72%) plan to build one in the future. As small businesses evaluate their digital strategies, Judd encourages them to reflect on the importance of website content:

“If you were in a room talking to someone about your company, what would you say? And what feeling would you want them to take away after you left?” said Mercer. “The website is just the delivery.”

As small businesses build new websites and maintain existing ones, Drupal provides powerful tools that can help content stand out. You can read the full report about how small businesses are approaching websites in 2018 here.  

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