It works for you 'round the clock.

A strategic website that’s primed for conversion is akin to having a topnotch salesperson working for you 24/7. They never sleep! This “salesperson” is available—24 hours per day, 365 days per year—to show off your portfolio, answer questions, give up-to-date pricing and package information, and offer the immediate gratification that your prospective clients are looking for. The bonus? It also frees up the time (and money) it would take for a real person to answer these questions or provide this information via phone or email. 

It gives you credibility.

A website shows you're professional, experienced, trustworthy, and serious about your business. You can position yourself as an expert by showcasing your portfolio, your experience, and social proof such as testimonials, awards, badges, press features, and social accounts. Not only that, but the truth is that a lot of people won't even consider working with you if you don't have a website. So not having one could be a deal breaker.

It builds the know-like-trust factor.

A website gives you the platform to show who you are, why you’re different, and why you're the best choice. Beyond credibility, it gives prospective clients a glimpse into your personality. Your bio, your core values, your brand story, and even your website copy and imagery gives potential clients the chance to “get to know you” on their own terms and own time. A huge part of web design is about showing your character and being relatable—because at the end of the day, people enjoy dealing with real people! So if your website showcases your personality, it will foster a sense of connection.

It's your online home base.

Your website is the place that houses everything else related to your business and brand. Your portfolio, your blog, links to all social media accounts, press features, contact information, how to work with you, etc. etc. It's oftentimes the first place people go when they hear about you from someone else, or what they'll land on organically from an online search. Your website is the online hub for your business—accessible at any time and from anywhere!

You own, or at the very least, control your website.

You don't own or control Instagram or Facebook or Pinterest or Yelp. You don’t own or control the sales you make on Etsy or Zazzle or CafePress. And the reality is that any or all of these platforms could just disappear tomorrow—or shut down your profile page—or make you pay increased commission on sales—or shake up their algorithms so badly that they stop sending you any traffic at all. Liene Stevens of Think Splendid says it best:

When it comes to creating a sustainable brand, you'll want to make the house you rent work for you, but focus the majority of your time and money building equity in the house you own.

The "house you own" refers to the parts of your business that no one can take away from you.

The "house you rent" refers to things that can be useful to your business but that you don't ultimately control since they belong to someone else.

Everything that falls under the "house you rent" category could go away tomorrow, leaving you in hot water if those were the main things you've been investing in.