It’s a common trap. You start a business, and one of the first things people tell you is, “You need a website!” So, you hire a web designer who pitches you a sleek, beautifully designed site with all the bells and whistles: a company history page, employee bios, a mission statement, a list of services—everything that makes you look “legit.”
Sounds great, right?
Well, not so fast.
The harsh reality is that for most small businesses, a large, expensive website is nothing more than a digital money pit. Sure, it might look impressive, but if it doesn’t bring in leads or generate revenue, then what’s the point?
Why Traditional Business Websites Fail
Many business websites are like fancy billboards in the middle of the desert—nice to look at but completely ineffective as a marketing tool. That’s because:
Nobody is searching for your business name – Unless you’re a well-known brand, new customers aren’t typing your business name into Google. They’re searching for solutions to their problems.
Boring content doesn’t convert – Pages about your company history, skills, and team qualifications may be interesting to you, but they do little to engage potential customers or persuade them to take action.
Traffic doesn’t magically appear – Just because you build a website doesn’t mean people will find it. Without a solid digital marketing strategy, your website is just a ghost town.
The Right Questions to Ask Before Building a Website
Before investing thousands into a website, ask yourself:
Who is my target audience?
How will I drive traffic to the site?
What information does my audience actually need?
What action do I want visitors to take?
How will this site help me make money?
Do I even need a website at all?
A Low-Cost Alternative: The Squeeze Page Strategy
Rather than spending thousands on a full-blown website, why not start simple? A squeeze page is a one-page website designed to capture your prospect’s email address.
This approach is not only cost-effective but also more strategic. With a squeeze page, you:
Offer something valuable for free (a discount, a free guide, an eBook, or a tool).
Capture emails and nurture leads through an automated email campaign.
Drive Traffic to It – Instead of relying on paid ads, engage in organic methods:
Join and participate in relevant Facebook and LinkedIn groups where your target audience hangs out.
Offer valuable insights, answer questions, and subtly link to your squeeze page when relevant.
Post engaging content on your own social media pages and encourage shares.
Comment on related blog posts and discussions in your industry.
Capture Emails – Use free-tier tools like MailerLite, Kit, and many others to manage email lists and automate follow-ups.
Nurture and Sell – Send your leads relevant content, exclusive deals, or helpful insights to gradually convert them into paying customers.
A Real-World Example
I have used a similar strategy that leverages my blog. Here’s how it works:
Step 1: Rather than running Facebook ads, I post engaging content in relevant Facebook and LinkedIn groups, participate in discussions, and link to my post or squeeze page when appropriate.
Step 2: At the end of the post/article, I offer a free tool, eBook, or resource in exchange for an email address.
Step 3: The email is automatically added to my preferred email marketing tool, MailPoet, since my blog is created with WordPress.
Step 4: I follow up with email sequences offering exclusive deals by turning leads into customers.
When to Expand Beyond a Squeeze Page
Starting with a squeeze page is often enough to generate leads and build an audience. However, you may want to graduate to a simple one-page website as your business gains traction and grows. This can serve as a credibility booster, allowing prospective clients to do their due diligence before working with you. A single well-designed page with testimonials, key services, and contact information can help establish trust without the need for a complex site.
Final Thoughts
For most small businesses, an expensive, bloated website is a waste of time and money. Instead, focus on what actually brings in customers. A simple squeeze page, paired with targeted traffic and a strong email follow-up strategy, will deliver far better results than a “pretty” website with no clear purpose.
The goal isn’t to impress people with a fancy website. The goal is to build a system that brings in leads and makes money. Keep it simple, keep it strategic, and watch your business grow.
Do you really need a fancy web page or will a simple squeeze page be more effective for you?
