Many business owners pick the cheapest hosting service provider they can find without being aware that the quality of the service provided by their web host can either make or break their business.
If you are one of those people who think having a successful online business is all about a well-designed website and a good marketing strategy, this article is here to tell you otherwise. Below are the few simple yet major ways a web hosting service can determine the success or failure of your business.
- A reliable web hosting service can help your business avoid revenue loss
A site that is experiencing downtime due to a fault of its web host will be unavailable, and potential customers will be unable to access the site. This means every minute your site is down, your products and services are inaccessible, and potential buyers have turned away; often never to return.
If you are being hosted by an effective hosting service provider, your site is less likely to experience such technical issues that cause your site to become inaccessible. Even if such a technical issue were to occur, a good web host will have 24/7 tech support on hand to help you rectify the problem as fast as possible.
The opposite of downtime is uptime and because its role in your site’s success is critical, it is what a good web host is measured by. A few years ago, Amazon unexpectedly went offline for less than an hour. Estimates are that the company lost about five million dollars within the space of that hour. If a giant like Amazon can experience such problems, it just goes to show that you have to be extra careful choosing your host.
Another way revenue can be lost due to recurrent downtime is it causes customers to lose faith in your services. After a customer repeatedly experiences downtime on your site, the chances are that customer will lose patience and seek satisfaction from one of your competitors.
You need to pick a reliable hosting service provider with a track record of delivering quality service and 99.95%+ uptime. It’s also advisable to pick one that has servers geographically proximate to where the majority of your visitors come from. This is because the distance of Geolocations between the hosting server and your site’s visitors actually affects the user experience on your website.
- Ensure site speed that boosts customer convenience and satisfaction.
The importance of site speed to your online business’ success cannot be overstated. Studies have shown online shoppers to be a very impatient breed of people. Their impatience is closely tied to the perceived speed of your site.
Once a shopper lands on a site and is curious enough to look around, that curiosity can soon turn to distaste and quickly escalate to annoyance if a site takes just three seconds to load. That might sound like a very short amount of time, but 40 percent of your site’s visitors are only willing to spare that amount of their attention to be presented with what they want.
One of the reasons for the increased impatience of online shoppers is because of the sheer number of options they have at their disposal when it comes to online stores.
In the event a customer is patient enough to endure the slow loading speed of your site, there is a 79% chance that particular shopper will never return to your site based on his/her unsatisfactory first experience.
To avoid risking loss of business due to poor loading speeds, you need to choose a reliable web hosting service. According to Brendan Wilde, Marketing Manager at www.domains4less.co.nz/webhosting, “…before offering our clients options of web hosting services, we first determine what sort of site they intend on running. For an ecommerce site we normally recommend Cloud hosting, a Virtual Private Server, or a Dedicated Web server, but never a Shared Hosting service…”
The wrong web hosting, unable to handle traffic or heavy server requests, will do your business no favours and could cause more harm than you can imagine.
- Ensuring the security and safety of transactions on your site
There are no doubt a lot of security measures you can put up on your end to protect your site, but your hosting service provider also has a major role to play in ensuring the security and safety of your online business. A hosting company with vulnerable security could render your hosted site vulnerable and attractive to hackers. To ensure the safety of your customers’ information, transactions, as well as your business’ safety and reputation, you are better off being hosted by a company that has a proven track record of providing solid website security. Ask them about their processes.
Ensuring the security of your site goes beyond just defence, a good host provider will also provide recovery options in the event your site suffers a malicious attack.
If a malicious attack is especially bad it can crash your site. Downtime and business risk will be minimised if your web host does regular backups for your site. In that case, a site can quickly be brought back online by recovering data from the most recent site backup. In the event there are no such backups, it will mean building the site from scratch, or re-setting your site from locally stored files and data. In the time it takes to do that customers will be lost and your business could be ruined. That being said, it’s always good to partially decentralise documents related to your business, so not everything is on one server. For files like contracts for example, it’s better to use a proven service like contract lifecycle management by Gatekeeper. They make sure everything is hosted securily and accessible at all times.
These are just some of the ways your hosting service can influence the prosperity of your business. So is your current host good enough, or is it time for you to upgrade?
With a passion for digital marketing and web design (primarily WordPress), Matthew never stops learning! He rather reads up on new marketing strategies than binge-watch the next big NetFlix special.
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