Updated: March 4, 2024
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The name website builders is intriguing. It makes me think of a TV show about websites. I’d definitely watch such a show. Unfortunately, that is not the case. So what are website builders?
Website builders are applications that help you create your website. They don’t involve any code from you. You create a website like Lego blocks. Adding one asset after another until you have a website. It can range from a simple one page website to a multi-page website with a lot of features. We talk more about what website builders are and what they can do for you.
Brief History
In the beginning, there were websites. They were more like webpages. They couldn’t do much; other than show information. These were the internet dark ages. Visionaries saw the potential of the internet and they kept on pushing the frontier. As internet use spread, companies like Amazon started selling on the internet. They made it possible for consumers to buy on the internet.
The adoption of the internet as a shopping tool led to the growth of the ecommerce industry. As the market grew, some people noticed a gap in the market. Since consumers were willing to buy on the internet, what about the sellers? The only option up to this point was to get developers to create the website for you. It was expensive and unscalable.
One of the people who noticed this was Tobias Lütke. He wanted to create an ecommerce store to sell snowboards. The options in the market were unsatisfactory and he decided to create his own. This grew to become Shopify, a website builder, and as they say, the rest is history.
Shopify was not the first to open the gates of the internet. It was one of the first to bring the power to the masses. An honorable mention goes to ViaWeb. An application service provider that existed back in the mid 90s. It allowed their users to have their own online catalogs.
It was the idea of creating platforms where sellers could sell that led to website builders. The sellers with time would have liked the power to customize. Customization allows branding and a good brand is key to success in business.
Website builders enable you to stand out on the internet. Let us look at how.
Showcase your products and services
The website you create allows you to display your products and services. You get to show the images, prices and description. You give people the information they need to make a buying decision.
E-commerce is competitive and website builders level the playing field. It is up to you to ensure you have attractive content. The kind of images and descriptions that will sell on your behalf. Great content also includes complete information. You can meet these demands because you are no longer burdened by coding your website.
Processing payments
Whatever you are selling, you will need a way to accept payments. Website builders enable your website to accept payments. You choose which payment processor you would like. It can be as simple as the click of a button. The options include Paypal, Stripe, Square and others. The list of payment processors is long and depends on the website builder.
Integrating with other marketplaces
Sellers who sell physical products will want to display them on more than one platform. Your website is not enough if you want continuous growth in your business. You need other avenues for your users to know you and your products exist. Marketplaces are therefore a logical next step.
There are online marketplaces that have millions of visitors per month. Their function is to connect sellers and buyers on the internet. Sellers list their products and buyers look at the many options available. It is a win-win for all parties involved.
The large marketplaces where you should be are more than a handful. Updating, deleting and adding new products to each of these marketplaces is a pain. You are also likely to make an error if you have to sync all the information as it changes across the platforms. A good website builder will automate the process for you. Once you upload your products, it will sync the information across the platforms. Any edits or out-of-stock updates are shared across the platforms. You do it once and it is everywhere.
The marketplaces that your website will sync to include Etsy, Amazon, Ebay etc. The list depends on the website builder you use. It should be a simple process. Most times it’s as simple as choosing which platforms at the tap of a button. You then connect them by logging into your marketplace account and voila!
Managing Inventory
Physical products run out at some point. How you handle this will make or break your business. There are products that are difficult to replenish. In that case, taking an order you will not deliver will only tarnish your reputation. It can even lead to your buyers suing you.
Website builders have two solutions for an out-of-stock situation. The first is to let your users know that you are out of stock. The website syncs this information across all the marketplaces. When you are uploading a product, you will add the number available. It is then adjusted after every checkout. You can opt to display the units available to your users. The idea of scarcity may compel your users to purchase because they don’t want to miss out.
The second is to take a back order. Back orders are orders you take when the stock has run out. You let your users know that there may be a delay. It lets you continue with your business without disrupting the buying process. A user who leaves may never return so this is a good way to appease them. This works if you are certain you will get the supply and you won’t disappoint your buyer.
The best way to handle your inventory for products that run out is just-in-time (JIT) re-supply. Japanese companies popularized the JIT system. Manufacturers order the parts they need only when they have sold a product. You don’t have to cut it that close though. You could monitor your inventory and set a minimum threshold. If the number gets below the set minimum, the website will send you an alert. This reduces the number of products you store because you never bulk purchase. You won’t have a high number of slow moving products. On the other hand, you never run out of fast moving products.
Handle shipping
Website builders will provide websites that simplify your shipping process. You will set the shipping options that you work with beforehand. When uploading your product, you will choose the mode of pricing you prefer. You could charge a standard fee if you want to keep things simple. You could also calculate the charge by weight or dimensions.
During checkout, the user pays for the product and shipping. Some website builders will sync with a shipping company. It will handle the pickup and delivery. The amount of stress is greatly reduced for your buyers and yourself.
Social media integration
Just like marketplaces, there are lots of social media platforms. Each platform is a marketing avenue for your business. But Social media requires attention. You need to build an audience and that takes effort. You also need to keep each follower or subscriber you get. Imagine doing this for all the platforms that your business is part of. One solution is to hire a social media manager. Someone whose main job is to be on top of your social media.
Small businesses and entrepreneurs may not afford this option. Website builders, the good ones, will make your work easier. They will integrate to social media platforms. They allow you to post once and distribute your content to all of them. Some go an extra mile and offer you a content studio. A way to make and edit your videos and images for social media. You will also get to see the performance of your content. The website builder will show you metrics such as the engagement your posts generate.
It is worth mentioning that there are external tools that do this for you: social media management platforms. They help you handle your social media accounts. It doesn’t have to be an either/or situation. You can use both if that is what works for your business.
Search engine optimization
Search engine optimization (SEO) is how you help search engines understand your site better. The better they understand your website, the easier it is for them to display your content to users. Unless you are creating your own website, the website builder will handle SEO for you.
SEO includes how fast the website serves content to your users. The server choice of your website builder determines the speed of delivery. Another SEO measure is the choice of meta descriptions in the web files. Your website builder is the one who will create these files and choose what to put in them. These are some examples of the measures they take.
The right website builder will give your website a fighting chance. Search engine optimization will increase your traffic. More traffic will result in more sales for you. Unfortunately, it may not be clear to what degree a website is optimized.
Messaging and Live Chat
Your customers will want to reach out to you. It could be for information they can’t find or is inaccessible. It could be something quick that will help them make a decision on whether to purchase or not. In such cases, you need to be reachable. You customers will want the easiest method to reach you. Having to open an email and typing can seem daunting. Makes you wonder how many people never send messages if this is your only method.
Websites offered by website builders will have a messaging icon at the bottom right. The messaging icon will help your customers reach you. They can type a message and leave their contact information all from the screen they are on. Live chats will enable you to chat with your clients. You receive a notification once the user opens a chat and you respond while they are still on your site.
Having a messaging option shows your customers you are there with them. It is like walking to a store that has a store attendant. You feel like the owner cares. You feel like they want you to find what you are looking for. You feel looked after. That is the right feeling to pass to your customers.
Calendar Appointment
Service businesses rely on timing. It is important to have order especially if it is your personnel who give the services. This is where appointments come in. Setting appointments with your clients will reduce confusion. Everyone knows what to expect and when.
Website builders help you create a website that can set appointments. Clients will set an appointment on the website. Should you require a payment for the appointment the website will set it up. The website adds the appointment to their calendar and they will receive a notification after it is set. They will also receive a reminder when the time approaches. The same happens for you as the business owner. Your calendar will reflect the appointments that are set. This feature often works with the large calendar providers such as Google, iCal and Office365 calendars.
Getting started
We have discussed what website builders are. You now know what features to expect from them. You can now imagine how they will best work for your business. If these features are what you are looking for, you can now start looking at specific providers. One of the providers who we have looked at is GoDaddy. You can check out the website we created and our review on it. The GoDaddy website builder provides all the above features for you and many more.
Website builders make it easy to start your business. As soon as you choose your website builder, you can be up and running in a couple of hours.
