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BizReport : Internet : April 23, 2012


Study reveals two-thirds of SMB websites lack contact details and links to social

A large number of SMBs aren't providing basic contact information or links to their social media channels, according to new research from SMB DigitalScapee and BIA Kelsey.

by Helen Leggatt

You would think that, by now, most websites would provide ways for consumers to get in touch or connect via social media. But you'd be wrong, particularly among SMBs.

According to the research from SMB DigitalScape and BIA Kelsey, that analyzed 1 million SMB websites in the U.S., SMBs are lagging behind larger firms when it comes to providing contact channels and links to their social media outlets.

- 60% were missing either a toll-free or local telephone number on the homepage;
- Almost three-quarters were missing an email contact link on the homepage;
- Two-thirds were missing any type of form to allow consumers to request information or provide feedback.

As well as failing to ensure the above basic contact means are available to website visitors, SMBs are also lagging behind other businesses when it comes to connecting their website visitors to their social media channels.

Just 20% of SMBs link to their Facebook Page and even fewer link to Twitter or LinkedIn.

And just when you thought the findings couldn't get any worse, a whopping 93% of SMB websites are not optimized for mobile visitors.

"Consumers are growing to expect certain levels of SoLoMo (Social/Local search/Mobile) functionality," said Charles Laughlin, senior vice president and program director at BIA/Kelsey. "If SMBs don't catch up with consumers, national players could gain a critical advantage over local independent providers."

Tags: small business marketing, SMB, social functionality, social media, website design










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