Do You Really Need a Website for Your Business in 2025?

Consumers are online and they judge you by your website

Most business happens online. Forbes and other industry sources report that around 71 per cent of businesses have a website, and nearly 30 per cent of all business activity is conducted online. This surge is largely driven by the shift to online commerce and remote work since the pandemic.

First impressions are instant. Users form an opinion about a website in just 0.05 seconds. If your site looks dated or loads slowly, visitors will leave and may never return.

Mobile matters. More than half of global web traffic comes from mobile devices, and over 70 per cent of modern sites use mobile-friendly designs to improve local rankings. WA consumers expect fast, easy mobile navigation and instant access to information.

Local search dominates. The Yellow Digital Report 2024 found that 93 per cent of Australians search online for local brands. Voice search continues to grow around a third of Australians now use it daily. A properly optimised website helps you appear when people search “near me” or ask their smart speaker for recommendations.

Customers expect a website. Research shows that the majority of consumers check for a business website before they buy and many will choose a competitor if they cannot find one.

The WA digital divide

While consumers are online, many Australian small businesses remain offline. A 2024 analysis found that only 41 per cent of small businesses have a website and 59 per cent lack any web presence.

Reasons cited include the perception that a business is “too small” to need a website (44 per cent), cost concerns (30 per cent), and time constraints (17 per cent).

Those barriers are understandable, but the impact of not having a site is stark:

• Reduced customer base: Three-quarters of Australian consumers prefer to purchase from businesses with websites.
• Missed opportunities: Over half of businesses with websites report new enquiries and improved search discovery.
• Credibility gap: The .au Domain Authority notes that three in four consumers are more likely to trust a business with a .au domain a clear signal of local authenticity and security.

In short, not having a website can limit growth and credibility in WA’s competitive market.

AI is changing how people discover information online. Google’s AI Overviews and AI Mode use generative models to answer queries and surface links that support those answers.

According to Google Search Central, there are no special optimisation techniques for AI features beyond solid SEO fundamentals. If your page is indexed, mobile-friendly, and technically sound, it can qualify for inclusion in AI Overviews and other generative experiences.

Recent data shows how fast AI search is growing. Analysts estimate that AI Overviews appear in roughly 18 to 55 per cent of Google search results, depending on region and query type. Nearly 40 per cent of sources featured in these summaries come from pages ranking outside the top 10 – proving that well-written, helpful content from smaller sites can still be featured.

BrightEdge and other SEO leaders confirm that AI engines use the same indexes and crawlers as traditional search – Google uses its own index, ChatGPT relies on Bing, and Claude uses Brave. If you don’t have a website (or block crawlers), you won’t appear in AI-generated responses at all.

For WA businesses, this means visibility now depends on your website being indexed, structured, and trusted. AI Overviews pull information from credible sources – blogs, news sites, and local business pages. By publishing helpful, accurate content on your own site and keeping it up to date, you increase the likelihood of being referenced in AI search summaries. As generative search becomes mainstream, a well-optimised website is your entry ticket.

Learn more about the success we have had with ranking in AI overviews.

Platforms like Facebook and Instagram are valuable for community engagement, but relying solely on them has serious drawbacks:

• Lack of control: Social media platforms are owned by third-party corporations. Algorithm changes, account suspensions, or policy updates can instantly limit your reach.
• Limited branding: Social profiles restrict creative freedom. You can’t fully express your brand’s tone, visuals, or story. A website gives you complete control over layout, colours, and structure.
• Reduced credibility: A standalone website signals professionalism and stability. Relying only on social media can make your business appear less established.
• Platform decline: Social media audiences shift quickly. If your customers move to another platform, you lose contact. Your website remains a stable digital asset that you own.
• Pay to play: Organic reach is declining. Businesses now rely heavily on paid ads to stay visible. By investing in a search-optimised website, you build long-term, cost-effective visibility instead of renting it.
• Limited analytics: Social platforms offer basic data, but your website provides deeper insights — behaviour flow, conversions, and keyword performance so you can make informed marketing decisions.
• Total dependency risk: If your social media is hacked, reported, or restricted, your entire digital presence disappears overnight. Diversifying through a website is the safest and smartest way to protect your brand.

The takeaway? Social media builds awareness, but your website builds ownership. It’s the digital home where you control your message, capture leads, and build lasting credibility.

Mobile-first and accessible design

Your site should be responsive and easy to use on any device. Use clear fonts, generous spacing, and descriptive headings to support all users including those with dyslexia or ADHD. Include alt text for images, maintain colour contrast for readability, and avoid unnecessary animation or sensory overload.

Fast load times

Users form opinions within fractions of a second, so speed matters. Compress images, streamline code, and choose reliable, locally hosted servers to ensure your pages load quickly particularly for WA audiences and rural users with slower connections.

Search engine optimisation (SEO)

Structure your content with headings, metadata, and internal links. Write naturally while targeting relevant long-tail keywords that match how your customers search. Include “how WA businesses can rank in AI Overviews” or similar intent-based queries to attract GEO traffic. SEO remains the foundation of online visibility.

Generative engine optimisation (GEO)

AI search tools such as Google’s AI Overviews, ChatGPT, and Bing Copilot rely on indexed content. Websites with clear schema markup, structured data, and transparent authority signals (such as author bios and local credentials) are far more likely to appear in AI-generated summaries. Optimising for both SEO and GEO ensures your business is visible wherever people search human or AI.

Secure and trustworthy

Modern customers expect your site to be safe and credible. Use an SSL certificate and a .au domain to reinforce trust. Security and locality both strengthen your eligibility in search results.

Customer-centric content

Focus on what your audience needs, not just what you sell. Write copy that answers real questions, solves problems, and uses the same language your customers use. This conversational clarity supports both traditional SEO and AI readability.

Quality content and storytelling

Blog posts, guides, and case studies that share genuine expertise improve SEO and build authority. Show real outcomes and insights. Regular updates signal to Google and AI systems that your business is active and trustworthy.

Visual appeal

Professional photography and video are essential for standing out. Use high-quality visuals that reflect your brand personality, values, and location. Authentic local imagery also helps generative engines identify your relevance to WA searches.

Integrated systems

Your website should connect seamlessly with booking tools, email marketing, analytics, and customer systems. An ADHD-friendly workflow where automation reduces overwhelm and keeps processes simple benefits both your team and your customers.

WA case study: results you can replicate

One of our clients, a family-owned business in Bunbury, came to CLP with flatlining traffic and only six keywords ranking. Within three months of launching a new website and content strategy:

• SEO score jumped from 68/100 to 100/100.
• Organic traffic grew from 0 to 133 visitors per month.
• Organic keywords increased from 6 to 77.
• Backlinks rose from 29 to 143, strengthening authority.
• The business reached #1 in local Google Maps and #2 in organic results — surpassing a larger competitor without paid ads.

These results prove the power of a well-optimised website supported by consistent, strategic content and local SEO.

Learn more about our case-studies…