Majority
of SMB Websites Fail to Provide Social Links
Just 19.5 percent of small to medium business websites have a
link from their site to their Facebook page, with even fewer linking out to a Twitter or LinkedIn presence. In addition,
6 out of 10 sites are missing either a local or toll-free phone number on their
homepage.
These and other
startling insights from the SMB DigitalScape collection and analysis of over 1
million websites were released in advance of a presentation of the data at Search Starts
Here, happening this weekend in Boca Raton. Together, analysts from BIA/Kelsey and
vSplash will discuss the implications of the widening gap between consumer
adoption of digital platforms and the deficiencies in SMBs’ digital presence.
Small and medium
businesses are already challenged in many ways, as they try to coax consumers
through a buying cycle that may integrate online and offline marketing elements. It is
critical that companies are able to guide consumers seamlessly onto the next
step, with readily available contact information and access to the type of
information they are seeking at the time.
SMB Digital Scape is a data collection and
analysis engine developed by vSplash. In this look into sites from 14
countries, including over 700,000 sites in the U.S., they also discovered:
·
74.7 percent of SMB
websites lack an email link on their homepage for consumers to contact the
business.
·
65.7 percent of SMB
websites lack a form-fill option to enable consumers to request information.
·
93.3 percent of SMB
websites are not mobile compatible and will not render successfully on mobile
devices or smartphones.
“SMBs worldwide are falling behind consumers
in the digital commerce arena,” BIA/Kelsey President Neal Polachek said in a
statement. “There’s a tremendous opportunity for SMB aggregators and resellers
to bridge this gap, but it will require strategic commitment and solid
execution.”
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