Why Your Business Needs a Website, Especially in 2025

8 min read

Why Your Business Needs a Website, Especially in 2025

Jef van de Graaf
Jef van de Graaf
January 21, 2025

It’s 2025, and business owners are more skeptical than ever about the value of a website. And honestly? I don’t blame them. But if there’s one thing I’ve learned over the years it’s why your business needs a website more than ever before.

Why? Because while social media platforms, algorithm updates, AI breakthroughs—and yes, even Donald Trump—make running a business feel like a never-ending nightmare, your website is the one thing you can fully control.

Every day, there’s more noise, more distractions, and yet another “shiny object” promising quick wins and easier ways to get noticed online. But here’s the truth: third-party platforms, “get-rich-quick” strategies, and even world leaders are anything but stable. Algorithms change overnight, attention spans are shorter than ever, and what might succeed today could completely collapse by tomorrow.

So, what can you do to survive—and even thrive—despite all the chaos and unpredictability?

You guessed it! The answer lies in focusing on the one thing you can fully control: your website. It’s where you set the rules, control your story, and create a lasting space that actually works for your business.

“Your website is the one space where you own the narrative, control the experience, and build a sustainable, lasting online business.”

In this article, I’ll walk you through why websites remain essential for success in 2025—and, to keep it real, when they might not be the right strategy for you.

Why Investing in a Website is Essential in 2025

For service-based businesses, the sales process is rarely an impulse purchase. Unlike products that can be added to carts and bought instantly, professional services—like my website marketing solutions—require careful consideration.

But how do you guide potential buyers through these longer, more complex purchasing pathways?

The quick answer? You need an online presence that’s trustworthy, transparent, and credible in order to help potential buyers make decisions easier and faster for buyers to decide with confidence.

To put this into perspective, let’s look at Gartner’s research on the modern B2B buying journey:

Why Your Business Needs a Website, Especially in 2025

According to Gartner, buyers today face a more difficult decision-making process than ever before. They’ve also identified six key jobs before they can confidently make a purchase:

  1. Problem Identification – “We need to do something.
  2. Solution Exploration – “What’s out there to solve our problem?
  3. Requirements Building – “What exactly do we need the purchase to do?
  4. Supplier Selection – “Does this do what we want it to do?
  5. Validation – “We think we know the right answer, but we need to be sure.”
  6. Consensus Creation – “We need to get everyone on board.”

Unlike the traditional linear sales funnel, today’s buying journey is nonlinear. Buyers are always looping back and revisiting each of these six steps, in no particular order, before reaching a final decision. It’s no wonder 77% of buyers describe their last purchase as “very complex or difficult.”

Why Your Website Matters More Than Ever Before

Here’s the most striking part of Gartner’s findings: buyers spend only 17% of their total purchasing time meeting with potential suppliers. When they’re evaluating multiple vendors, any one supplier might get just 5-6% of their time. That means most of their research and decision-making happens independently—through online resources, peer reviews, and your website.

This is exactly why your website matters. It can tip the scales in your favor by being a consistent, accessible touchpoint that allows buyers to:

  • Explore solutions at their own pace without the pressure of a sales call.
  • Validate their decisions with testimonials, case studies, and other trust-building content.
  • Navigate complex decisions more easily by providing clear, helpful, and relevant information tailored to their needs.

This shift in how buyers make decisions highlights one undeniable fact: if your website isn’t helping buyers navigate this complex journey, you’re losing opportunities.

Buyers expect your website to do more than just exist—they want it to guide them, answer their questions, and build the confidence they need to move forward.

How Your Website Guides Buyers to the Finish Line

Even as buyer behaviors evolve, one thing remains constant: your website is a key influencer in guiding purchasing decisions. Research from RainToday (2009) and more recent studies show that:

  • 97% of buyers say a service provider’s website influences their purchasing decision to some degree.
  • 74% of buyers say a well-designed website holds at least “some influence” over their ultimate decision to work with a provider.
  • Buyers value clarity and relevance over flashy sales pitches—57% criticize websites for being too sales-oriented, while 49% praise websites that are informative and useful.

Here’s why this matters: Your website is often your first—and sometimes only—chance to make a strong impression on potential clients.

Buyers aren’t just skimming for a phone number—they’re evaluating your professionalism, expertise, and ability to deliver results.

Whether it’s educating potential clients, establishing credibility, or helping buyers make sense of a complex decision, your website isn’t just a box to check—it’s a critical part of your business strategy.

Whether it’s educating clients, establishing credibility, or simplifying complex decisions, your website is more than a checkbox—it’s the foundation of your business’s success.

When a Website is NOT Right for Your Business

Not all businesses need a website. There, I said it. Even though I hope you’ll consider working with me to build a website for your business, I’m not going to bullsh*t you into buying something that won’t deliver results or give you a real ROI.

The truth is, for some businesses, a website might not be the right move—at least not right now.

For example:

  1. Your business thrives entirely on word-of-mouth: If your clients come exclusively from trusted referrals and you’re consistently booked out, a website may not add significant value to your pipeline.
  2. You’re not ready to commit to maintaining it: A website requires updates, optimization, and fresh content to stay relevant. If you’re unwilling or unable to commit to its upkeep, it might not be worth the investment.
  3. You don’t want to compete in search: If ranking on Google isn’t part of your strategy and you’re not interested in leveraging SEO, a website may not provide significant returns for your business.
  4. You’re operating on an ultra-low budget: A poorly built, low-budget website can harm your reputation more than help it. If you’re not ready to invest in quality, it’s better to hold off until you are.
  5. Your industry doesn’t require it: Some industries—like hyper-local trades with small client bases—may not need the reach or visibility that a website provides, especially if their clients are long-term or recurring.

Some of these examples are hypothetical, while others are based on real conversations I’ve had with business owners who’ve chosen not to use a website. And that’s fine—I respect their decision.

But for many businesses, a website isn’t just a nice-to-have—it’s a necessity.

Now, I know the decision to invest in a website isn’t always an easy one. As a business owner, you’ve probably asked yourself:

  • “Do I even need a website?” You’ve gotten by without one so far, relying on word-of-mouth, social media, or other strategies to keep your business afloat.
  • “Is my website even working?” You spent time—or money—on a DIY website, but it hasn’t brought in leads, built trust, or made any measurable impact on your bottom line.

So let me share some unsolicited truth: a website isn’t just an expense—when built right, it’s an investment that solves real business challenges and delivers tangible ROI.

Why My Done-For-You Website Design Delivers Real ROI

My web design process is the culmination of 8+ years of online marketing experience. I’ve worked with B2B companies that spend thousands—sometimes millions—on perfecting their online presence. I know what works, and more importantly, I know how to get results.

When you work with me, you’re not just getting a website—you’re getting a Done-For-You (DFY) web design solution built with strategy and purpose.

Here’s what I provide in every DFY web design project:

  • SEO-friendly + conversion-focused copywriting: With my background as a copywriter, I create website content that reflects your brand, connects with your audience, and ranks on Google. And yes, I use AI (ChatGPT) to help keep costs affordable for you.
  • Smart, functional web design: Your site will look polished, load fast, and guide visitors seamlessly toward action.
  • Conversion-focused funnels: Every page is strategically designed to direct visitors—whether it’s booking a call, filling out a form, or reaching out to your business.
  • Premium hosting (1 year included): Your site will run on high-performance, fast-loading hosting without the headaches of managing backend tools like cPanel. You will have nothing to worry about as I handle everything so you don’t have to.

What will your website to do for you?

If my DFY web design sounds like the right fit for your business, let’s make it happen. Fill out my intake form here to get started today.

Not quite ready? That’s okay too. Follow me on LinkedIn for weekly insights, actionable tips, and free resources to help you build a successful online business—on your terms.

Jef van de Graaf

Jef van de Graaf™

Creative Director at Build An Online Business

Jef van de Graaf™ is your go-to expert for turning small business websites into lead-generating machines. Starting his journey as a freelance B2B copywriter in 2017, Jef has mastered the art of crafting compelling website content that drives clicks and conversions.

More Web Design Tips & Articles