It's critical that you understand this: by transforming your website from the equivalent of an online brochure to a strategic part of your business, you can not only increase revenues and/or decrease costs, but also make your business more valuable and desirable to a potential buyer.
Questions to ask yourself:
I could go on and on, but if you're like the average business owner there's a good chance that you don't even know what some of the questions mean, much less how to turn the answer from a No into a Yes. Imagine how much more profitable or easier to manage your business might be if you could answer Yes to the majority of them.
Now put yourself in the position of someone who is looking to buy a business like yours. Let's assume the buyer has narrowed it down to two businesses of interest, that both businesses are pretty much equal in size, profitability, location, and everything else that is important to the buyer. Now assume that the interested buyer asks each business the list of questions above, and one can answer Yes to most while the other has a blank look or a list of No's.
It isn't hard to imagine which business the person would decide to buy. As a matter of fact, they would have to be either stupid or incompetent to select the second one. You see, when you have systems and processes in place that make it easier for someone else to take over your business, it makes it easier to sell at a higher value.
Invest in your future by investing now in your website and digital marketing, and you'll benefit while you own the business as well as when it comes time to sell. Don't do it, and I promise you'll eventually regret it.