How I Convince My Clients Why They Need a Website to Dominate the Digital Space

July 12, 2023
0 minute read

In this content series, Scale and Thrive: Growth Insights for Agencies, by Agencies, we share proven tips and insights from agencies who scaled their operation and delivered proven growth. This blog post was written by Orel Y. Shalom, a successful agency owner with over a decade of experience in the field. Over the years, Orel has led more than 70 employees, producing over 10,000 websites for clients in a wide range of verticals.

Here’s the inevitable truth: In today's interconnected world, establishing a robust online presence is no longer just a luxury; it's a necessity for businesses of all sizes. Business owners need a comprehensive and tailored solution - and, as an agency owner, you need to make sure your clients know this.

Here are the techniques I like to use to explain clients why they need a website over a mere Facebook page, business listing, landing page, and more:

A Website Versus a Facebook Page



Some clients may argue that having a Facebook page is sufficient and they don't need a website. Here’s how I advice to overcome such a sales objection:


1) Conveying a Conflict of Interests

Simply put, any page on Facebook ultimately belongs to Facebook. Communicate that Facebook's primary goal is to have users click on FB ads, which can result in potential distractions and lost leads.



2) Lack of Design Flexibility

Make sure the client knows that the control over the design and user experience of the client’s Facebook page is limited, which can hinder their ability to effectively showcase their branding. What’s more, the page can blend in with other pages and fail to showcase the unique qualities of the client’s business. 

On the other hand, having a website offers complete control over the branding and messaging of the business, ensuring its effective positioning. This allows for showcasing of not just the intended topics, but also other areas of expertise, leading to potential upsells. A website with a private domain portrays professionalism and builds customer trust in the client’s experience and stability.

3) Difficulty Retaining Customers

Facebook can mark the customers who engage with the client’s page as interested in the product or service, which can result in competitors targeting the same audience with their ads. Ultimately, this can cause the client to lose potential customers. 


With a website, both remarketing and retargeting can be done more efficiently
, leading to higher chances of customer return and deal closure. Direct sponsored and organic promotion to the website brings in regular customers as well.

A Website Versus a Landing Page

“Why do I need a website when I can have a landing page and run sponsored Google and Facebook campaigns to drive leads?” - clients ask me. My job, as an agency owner, is to make them understand that a landing page serves a specific purpose in converting leads within a customer journey, but it cannot replace a website for several compelling reasons, which I will gladly share with you: 


  • A website is a broader platform to showcase your client’s business. It offers comprehensive information for those seeking detailed insights about it, including those who arrive through recommendations. 
  • A website establishes a client’s brand image, tells a captivating business story, and positions them as a trusted professional, leaving a lasting impression. 
  • Having a website conveys stability, instilling a sense of security in potential customers. 
  • A website can be naturally promoted through SEO strategies, bringing long-term results at reduced costs, unlike sponsored promotions where agency owners see rising CPC costs over time. With sponsored campaigns, once the campaign ends, so do the leads.


A Website Versus a Business Directory

I’ve stumbled upon this sales objection time and again: “Why not just go for YELP or another business directory?” Try this: Convey that customer browsing habits have shifted significantly, and directories are a thing of the past. Customers are more used to search engines like Google, and are less likely to navigate business directories directly. With a website, a client can do the following (aside from what I mentioned above):


  • Establish
    a strong online presence, credibility, and effectively compete for customer attention
  • Have more competitive advantage, attracting a larger share of customers
  • Offer more comprehensive information, facilitate customer engagement, and drive conversions
  • Control the user experience, tailor it to their target audience, stand out from competitors and create a lasting impression. Their business won’t be just one of the many, built just like the rest. 
  • Strengthen customer retention. Unlike business directories, where customers can easily switch to another business if they face difficulties reaching your client over the phone, for instance, a website serves as a digital asset that keeps them engaged and connected to your client’s brand longer.
  • Utilize pixel tracking for remarketing advertising
  • Present the full range of their services and provide detailed explanations, without limitations often seen in business directories. This maximizes their sales opportunities, providing more upsell and cross-sell options.


A Website Versus a Digital Business Card

I keep seeing a growing trend: interactive digital business cards. What I’m talking about are interactive digital pages with buttons. In my experience, the sales objection arises precisely because clients often see their websites as digital business cards. But, as you might have guessed, that’s not the case.


A website is not just mere contact information.
Websites offer valuable functionalities and interactive features that enhance user experience. It serves as a catalog of product examples, images, provides downloadable files and forms, eliminating the need for tedious email exchanges, saving valuable time. A website is a hub of engaging, in-depth content particularly beneficial for undecided customers who may have otherwise abandoned their customer journey. Such content also works wonders during sales conversations, as you can direct people to explore the website for references.

The bottom line is, it’s a platform for nurturing relationships. It offers a comprehensive and immersive experience that sets businesses apart from the limitations of digital business cards. Relying solely on a digital business card may give the impression of an unestablished business, which just wants to share contact details and provide links during conferences or meetings. 


If your clients want to unlock the full potential of having a digital footprint, this is not the direction to go. Instead, offer them an option to include a button on their card, or incorporate a QR code and a link to their ad that promotes the card, directing customers to their official website. Even those who stumble upon their ad by chance are encouraged to scan the QR code or visit the website, leading to increased customer engagement and potential conversions.

Tailor Your Conversations

Always remember though that no matter what the client's objection is, tailor the conversation about a website’s value to their specific business needs. Highlight the relevant points that set having a website apart from other advertising methods and explain why it is worth investing in a website alongside or instead of the client's current publications. This usually comes down to explaining two factors:


  1. Assured ROI
    : Just a few customers acquired through the site are sufficient to cover the investment. In essence, the website will quickly prove its worth by generating profits that surpass its initial cost.
  2. Cash Flow Advantage: Managing cash flow can be challenging for businesses, particularly for small ones. Communicate to your client that the investment required for the website is not big. Even before completing all payments, their business will begin to generate revenue from new customers. The generated income will effectively cover the ongoing expenses, providing immediate financial relief and stability.




Demonstrate how a website can become a lucrative sales channel, driving business growth and financial success
.

Final Thoughts


Mastering the art of convincing your clients why they need a website is essential for digital agencies to expand their clientele and grow their business. I firmly believe that these proven techniques and strategies will allow you to establish trust with potential clients, demonstrate your value proposition, and secure more contracts for your agency. 



Did you find this article interesting?


Thanks for the feedback!
A computer screen with a graph on it and a purple background.
By Santi Clarke April 24, 2025
Learn how platform ecosystems drive revenue and why they are essential for the growth of SaaS businesses.
By Santi Clarke April 24, 2025
One of the greatest challenges for SaaS platforms is keeping users engaged long-term. The term “stickiness” refers to a product's ability to retain users and make them want to return. In the context of SaaS platforms, creating a sticky product means that users consistently find value, experience seamless interactions, and continue using the product over time. The following are 7 practical strategies you can take to improve the stickiness of your SaaS solution. 1. Offer websites that help customers build their digital presence One of the most effective ways to make your SaaS platform sticky is by offering websites to your users. Many businesses today need an online presence, and by providing a platform where your customers can easily build and manage their websites, you increase their reliance on your product. When you offer users a website-building solution, you’re helping them create something foundational to their business. Websites, in this case, aren’t just a tool—they become a part of their identity and brand. This deepens their engagement with your platform, as they need your product to maintain and update their site, ultimately making them less likely to churn. Plus, websites naturally encourage frequent updates, content creation, and customer interactions, which means your users will return to your platform regularly. When you can give your users the tools to create something so essential to their business, you make them more dependent on your platform. This creates a higher barrier to exit, as migrating a fully built website to another service is no small task. In fact, websites are some of the stickiest products you can sell, so adding them to your product portfolio can be one of the best decisions you can to keep your customers using your technology for the long haul. 2. Deliver continuous value through product innovation The key to keeping users coming back to your SaaS platform is ensuring that they consistently see value in it. This means not only meeting their immediate needs but also evolving to address their growing demands. Constant product innovation is essential for keeping your users satisfied and invested in your platform. One way to achieve this is through regular updates that add new features or improvements based on user feedback. A SaaS platform that evolves with its users will keep them engaged longer, making it harder for competitors to steal their attention. Encourage user feedback and prioritize updates that create tangible improvements. This creates an ongoing relationship with your users, which boosts stickiness. 3. Offer a multi-product solution Another powerful way to increase your platform’s stickiness is by offering a suite of products or features that integrate well together. When your users adopt multiple products, they are more likely to stay because they become embedded in your ecosystem. The benefits of this strategy are clear. Research shows that once users adopt more than one product, especially when they integrate >4 tools into their workflow, their likelihood of churn decreases significantly. This happens because the more a user integrates into your suite of products, the harder it is for them to switch to a competitor. These users have invested time in learning your ecosystem and rely on it for their day-to-day operations, making it much harder for them to make the switch. 4. Create a personal connection with your users Human connection is one of the most powerful drivers of user retention. People don’t want to feel like they’re using a cold, faceless platform. By offering exceptional customer support, personalized communication, and community engagement, you build a relationship with your users that goes beyond the product itself. Make sure your support team is responsive, knowledgeable, and empathetic. You can also consider offering tailored onboarding experiences to ensure users understand how to make the most of your platform. When users feel like their success matters to you, they are more likely to remain loyal. 5. Leverage data to personalize the user experience Using data to drive personalization is another strategy that can significantly increase the stickiness of your platform. By tracking user behavior and usage patterns, you can tailor the experience to each individual user’s needs. This could mean recommending features they haven’t yet explored or sending them reminders about tools they may not be fully utilizing. Personalization gives users the feeling that the platform was designed specifically for them, making it harder to walk away from. By demonstrating that you understand their unique needs, you can build a stronger connection and ultimately increase retention rates. 6. Focus on seamless integrations and API capabilities To further increase stickiness, consider expanding your product’s ability to integrate with other tools your users already rely on. Whether it’s email marketing software, CRM systems, or social media management tools, seamless integrations add tremendous value by making it easier for users to incorporate your platform into their existing workflows. The more your product can work in tandem with other popular tools, the more indispensable it becomes. In fact, users who depend on integrations are less likely to churn since their entire ecosystem is tied to your platform’s functionality. 7. Encourage user advocacy and community building User advocacy is another powerful tool in building a sticky product. When users feel a sense of community or even ownership over the platform, they become your most passionate promoters. Encourage your users to share their success stories, join community forums, or contribute to product development through beta testing or feedback loops. A thriving user community not only increases user engagement but also creates a sense of loyalty. When users are part of something larger than themselves, they are more likely to remain committed to your platform, reducing churn and increasing lifetime value. Create deep, lasting customer relationships Making your SaaS platform sticky is all about creating a deep, lasting connection with your users. This requires building a platform that continuously delivers value, creating a seamless and personalized experience, and integrating features that keep users coming back. By focusing on product innovation, offering a multi-product ecosystem, and fostering strong user relationships, you’ll be well on your way to reducing churn and boosting user retention. Stickiness isn’t just a nice-to-have; it’s essential for long-term success. Focus on creating a platform that users can’t imagine living without, and you’ll see them stick around for the long haul.
By Shawn Davis April 24, 2025
Your team is likely pretty familiar with the products they built, but what about the ones they didn’t? Integrated tools can throw a wrench into your support operations, but they don’t have to.
Show More

Latest posts