Business Web Architecture

Since 91% of people use the internet to search for local products and services, businesses of all sizes can leverage the web for success.
Verisign Research,

97% of businesses would recommend having a website to other small businesses

WHO IS VERISIGN: Verisign’s Role:

Verisign is a key player in the operation of the global internet, maintaining the technical infrastructure that enables billions of users to seamlessly access websites and other internet services. Their responsibility for operating domains such as .com and .net places them at the center of global internet communication.

Author: Verisign • Connecting to the Web

Nearly three-quarters of Americans connect to the internet at least once a day. If you have a small business that wants to succeed, you need to go where your customers are. This means presenting your business online using a domain – whether through an email brand, a web address for your social media page, or a business website.

In September 2015, Verisign conducted a survey of 787 U.S. internet users aged 18-59 and 456 small businesses in the U.S. to learn more about their online behavior and preferences – focusing on how consumers use the internet and what benefits web presence can bring to businesses.

Key Research Findings:

How Consumers Use the Internet

· 59% spend 10 or more hours per week online.

· 34% spend more than 20 hours per week online.

· 91% use the internet to search for local products or services.

· 93% use the internet for pre-purchase research.

· 64% prefer to purchase from businesses they can contact online.

· 58% are more likely to visit businesses on Facebook if they can access it through a customized domain name on the website, rather than directly on Facebook.

· 92% prefer to get information from a company’s website rather than their social media pages.

How Domain Names Help Small Businesses

What Consumers Think:

· 74% trust a branded email address more than a free email address.

· 86% prefer a business with a website over one that only has social media pages.

· 77% believe a website makes a business more credible.

· 84% believe a business with a website is more credible than one with only social media pages.

What Small Businesses Think:

· 80% prefer a website over alternative methods like social media pages or online directories.

· 88% believe their website has made it easier for customers to find their business.

· 76% agree that a website is an excellent way to acquire new customers.

· 81% say their website has helped their business succeed.

· 68% consider their website their best online marketing tool.

· 84% say their website is important or critical to their business.

· 97% would recommend having a website to other small businesses.

· 84% agree that a website makes a business more credible.

· 71% believe using a branded email address makes a business more credible.

Summary of Results

Since 91% of consumers use the internet to search for local products and services, businesses of all sizes can leverage the web for success.

Small businesses using only social media for their web presence can increase web traffic by linking a domain name to their social media page.

Websites remain essential marketing tools. Consumers prefer company websites for obtaining information they trust. Small businesses believe that a website not only helps them acquire new customers but also contributes to their company’s success. In fact, 84% say their website is important or critical to their business.

However, the research results show
that other online resources should be a complement,
not a replacement for a small business’s own website.

Respondents identified as one of the most popular methods
for learning about a business (69%)
and for conducting transactions (57%)
was the company’s own website.

Additionally, 71% of respondents indicated
they would be more likely to recommend a business with a professional website.

Together, these findings suggest that a website can enhance a business’s credibility and attract new customers.

Branded Email Addresses Support Customer Communication

Trust is crucial in the relationship between businesses and customers.
This is especially important in online transactions
(95% of respondents reported actively shopping online),
which require consumers to trust that the business will deliver purchased products or services
and won’t misuse their payment or personal information.

Branded Email Address Builds Trust

A branded email address
is recognized by consumers as a sign of professionalism.

85% of respondents agreed
that a business with a branded email
is more credible
than one using a free email address
(e.g., Gmail, Yahoo, etc.).

In the last 12 months, for communication with businesses:

• 67% used branded email,

• 56% used phone,

• 40% used social media.

The data clearly shows:
a professional email address isn’t just a detail –
it’s an important tool for building trust.

Key Finding

For small businesses, lack of online credibility can mean lost customers – not just today, but also in the future. A website and branded email address can help businesses strengthen credibility and communicate more effectively with consumers online.

Service providers offer diverse solutions for website building, email hosting, and domain registration that can help businesses – whether they’re just starting or well-established – obtain a website and use branded email addresses.

Detailed research results are available in 451 Research’s Black & White Paper: Websites, Branded Email Remain Key to SMB Internet Services.

Some general insights highlight the importance of website credibility:

· First impressions matter:
94% of first impressions depend on website design,
75% of users judge a business’s reliability based on its website appearance.

(Source: Sweor)

· Online reviews impact trust: Approximately 89% of consumers read online reviews before making a purchase, and 73% express greater trust in a business after seeing positive reviews.

(Source: WeCanTrack)

· Data protection is crucial: In the study, 79% of consumers indicated that protecting their data is essential for establishing trust in businesses.

(Source: PwC)

Here’s a summary of key findings from the research:

Websites increase credibility:

66% of respondents believe businesses with websites are more credible.

71% would prefer to recommend a business with a professional website.

69% of consumers use websites to learn about businesses.

Branded Email Addresses Strengthen Trust:

85% of consumers trust a business more with an email address linked to its brand.

Email is a more common channel for business communication
(67%) than phone
(56%) or social media (40%).

Additional Insights:

94% of first impressions are based on website design.

89% of consumers read reviews before making a purchase.

79% of people emphasize the importance of data protection.

Key Message:
Businesses without a website and professional email address
lose credibility and potential customers.