Why Small Businesses Fail: How to Retain an Audience Without a Website

Jason Dookeran
4 min readAug 10, 2022
Photo by Kenny Eliason on Unsplash

Small businesses that survived COVID now have a different entity to deal with — keeping afloat after the pandemic. According to the US Census Bureau, as much as 34% of small businesses expect it to take at least six months for their business to regain traction and perform at pre-pandemic levels. If you’re a small business owner, you are probably seeing a slight but general uptick in your clientele. With larger businesses suffering the rigors of market uncertainty, the time for small businesses to capitalize on their weakness and seize some of their market share is now. But how does a small business stay afloat in a global recession? To do that, you’ll have to conjure up some magic and start taking your business online.

The Push to Online Purchasing

Photo by Myriam Jessier on Unsplash

Despite many businesses moving towards online sales and marketing, Visual Objects records that more than one-third of small businesses refuse to invest in a website. I understand why small businesses are hesitant. Website maintenance costs seem huge, and there’s no guarantee that a website will guarantee sales. However, adaptation is crucial to success in the 21st century. While larger businesses have well-established sites, they lack the personality of smaller companies. Social media and blog posting remain two of the best ways to build and cultivate an audience. Even if you don’t have a website, you can still make quite an impact and start generating sales for your business. Here’s how.

1. Do Some Marketing Research

Who buys from your store? If you’re a small business in a small town, chances are people buy from you because you’re the only game in town. But what if you could have better outreach? If you’re a small business in a city, you may already have tons of competition from larger companies. How do you stand out to those who shop for what you sell? Marketing research is crucial to this. Skilled marketing managers and consultants could charge you a premium for stuff like this. Or you could email me, and I could give you a general idea of what your ideal customer looks like…

Jason Dookeran

Freelance author, ghostwriter, and crypto/blockchain enthusiast. I write about personal finance, emerging technology and freelancing