Adobe Survey: 53% of SMBs Plan to Revamp Websites in 2023
Digital marketing can provide small businesses with access to desirable buyers, and potentially level the playing field with larger competitors — but it comes at a price. The average small business spends 8% of its total revenue on marketing, which means that for every $100 in revenue the business brings in, $8 goes right back out the door to be spent on websites, social media, influencer marketing, or even search engine optimization.
According to a 2021 poll, small businesses reported spending an average of $534 a month on digital advertising, with total marketing and advertising budgets ranging from $10,000 to $50,000 a year.
A new survey conducted by Adobe goes even further, looking directly at the amount small businesses are planning to spend on just one aspect of digital marketing — website development or redesign. In surveying more than 450 small and mid-size business owners, Adobe discovered that 53% of small business owners are planning to revamp their websites in 2023, and the average business will spend more than $2,400 on the project.
What do they hope to achieve for that price? Thirty-six percent of small business owners say they plan to use their revamped websites to generate new business leads to gain new customers, but the broader goal remains to improve SEO, so their businesses can be found on local search.
Using Google Trends data, Adobe was also able to determine that more SMBs are diving into digital marketing today than in the past, and when they do so, they are increasingly focused on using SEO as a metric for success. Adobe found that searches for tools like Semrush and Ahrefs are up 170% and 150%, respectively, in the last 12 months.
The Agency Approach
For agencies that work with small and mid-size businesses, Adobe’s survey data paints a clear picture of what it takes to win SMB clients in 2023. For example, the company’s data suggests that many small business owners are still on the fence when it comes to the importance of web design.
Adobe found that just 46% of small business owners think the design of a website is the most crucial aspect of a website revamp project, whereas 68% of marketing company owners claim web design is the most crucial aspect.
Adobe also found that over the past four years, website design inspiration has seen the most increases in searches compared to other website design topics. Digital agencies looking to market their services to SMB clients would be smart to focus on this aspect. They might also want to target their efforts toward attracting potential clients in California and New York, as businesses in those states are more likely to ask questions about website design than the national average. Adobe found that Kansas is the state asking the most questions about website design. Atlanta, Georgia, is the city asking the most questions about website design.
SMBs Find Value in Survey Data
For SMBs, the value in Adobe’s data is slightly different than for agencies. Representatives for Adobe have said they hope small business owners will see the research and gain a better understanding of how their industry peers plan to use redesigned websites to attract new customers and increase revenue, and how undertaking this type of project can increase brand awareness.
Business owners might also find solace in Adobe’s research showing that the majority of small businesses say implementing SEO practices, marketing a new website, and the cost of website design are their most common pain points. Digital agencies looking to win new clients may want to focus on these challenges in their own outreach efforts.