Your Website Isn’t a Trail Marker: Why An Ineffective Web Presence Is Hurting Your Business
- Shannon Hurst
- Jun 2
- 2 min read
By Shannon Hurst
I try and get out hiking in my proverbial backyard as often as possible. On one of my last hikes up a ridge in Kananaskis, my boots were crunching across the shale, sun filtering through the pines, and not a soul in sight. It was one of those beautiful days where every breath feels like a fresh start. But about halfway up, the trail split in two. No signs, no markers, no cairns, just two equally worn paths disappearing into the brush.
It made me think about websites and how much I had learned. Strange, maybe, but hear me out.
A Confusing Trail and a Confusing Website Do the Same Thing
They leave people lost.
As a small business owner who thought I had a solid online presence a few years ago because I had a website, I had a lot to learn. Over the years learned the hard way that the reality is: if my site isn’t SEO-optimized, doesn’t load fast on mobile, or isn’t leading customers to take action, it’s like a trail with no signs. People might find you, but they won’t know where to go next.
Marketing Should Be the View, Not the Cliff Edge
I get it, marketing feels overwhelming. Ads are expensive, and word of mouth takes time. You’ve probably poured more energy into your products and services than your digital presence, hoping the rest would follow. But in today’s world, your online presence is often the first impression. It’s your trailhead sign. And if it's broken, outdated, or hard to navigate, people will turn around before they ever see your summit.
Ask Yourself:
Is your website SEO optimized with relevant keywords and local content?
Does it use responsive design that works on any device?
Are your services easy to find, and even easier to book or buy?
Do your social media platforms speak with people, not at them?
Are you responding to reviews, both good and bad, with the same level of care you’d show a customer in person?
The Mountain Metaphor Matters
When I hike, I make sure I have my route downloaded on Alltrails, water, first aid kit, GPS, layers, and most importantly, a plan. Your website and online presence are the same, they should guide, nourish, and adapt. They should invite people into your story, not leave them wandering a flat, uninspiring landing page with a phone number and a prayer.
You Don’t Need a Marketing Department, You Need a Plan
Big businesses may have entire teams running their digital strategy, but you don’t need a team of ten. You need a clear strategy, consistent content, and a little guidance on how to climb the digital mountain one smart step at a time.
Because here’s the truth: A strong online presence is not just about being found, it’s about being chosen.
And that starts with a trail that makes sense.
If you need a hand, just want to talk it through or are looking for someone to take a little load off and create it for you, send me a message at www.gowermedia.ca or email and I'll find a way to help.
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