(And Why Your Website Might Be the Room You Forgot to Finish)

What Unpainted Rooms, Trying to Pay My Contractor, and an Unfinished Website Have in Common

I almost couldn’t pay a contractor last week, not because I didn’t have the money, but because he only accepted cash or checks. No card reader. No invoice link. No online presence at all.

And He’s not alone. Way too many small businesses are trying to grow with an unfinished website or with no website at all, and they often don’t even realize it.

It reminded me of something from years ago, something I saw a lot growing up.

My dad was one of the top custom home builders in Upstate New York through the late 80s, 90s, and early 2000s. I spent my childhood walking through job sites, watching houses take shape. Foundations, framing, wiring, drywall, all the way to when the furniture was being moved in.

And every once in a while, a homeowner would try to save some money by doing the painting themselves.

You’d walk into this gorgeous custom home, beautifully built… and the first thing you’d notice? Bad paint lines. A little splatter on the floors. And more often than not, entire rooms were left unfinished.

The structure was solid. The craftsmanship was spot on. But from the perspective of anyone who walked in, it looked incomplete.

A Strong Business Can Still Look Unfinished

The contractor I mentioned earlier? Great work. I’d hire him again. But with no digital presence, I wonder how many potential clients just move on because they can’t find him, or because they assume no website means no credibility.

That’s the real cost of an incomplete online presence. It doesn’t matter how solid your foundation is. If the digital “room” looks messy or missing, people start to question what else might be wrong.

According to Zippia, 27% of small businesses still don’t have a website.

Meanwhile, nearly all consumers are looking for businesses online. About 99% of consumers now use the internet to discover and research local businesses. Even if you’ve got a physical location, visibility still matters: 21% of people search for local businesses every day, and 35% do it multiple times a week.

That means if your website is missing, outdated, or just not doing much for you, there’s a good chance you’re being passed over for a competitor who’s easier to find.

Word of Mouth Is Powerful. But It’s Not a Plan.

I’ve heard it from dozens of business owners: “I get all my business through referrals.”

That’s great until it’s not.

Referrals are incredible when they’re flowing. But what happens when they slow down? When a major client moves on? When your top referrer takes a break or retires?

If word of mouth is your only channel, you’re always waiting for the next opportunity. There’s no control. No predictability. Just hope.

Why It’s Not Your Fault (And Why It’s Still a Problem)

Most business owners aren’t skipping a website out of laziness. They’re overwhelmed. They’ve tried DIY options like Wix or Squarespace and ended up with something that didn’t feel like them. Or they got busy doing work they are best at and marketing took a backseat.

Some have even turned to AI tools, hoping for a quick fix. But let’s be honest: it shows. Your customers can tell when your site sounds robotic or generic. And when that disconnect happens, they start to question how genuine your business really is.

Does Your Website Have an “Unfinished Room”?

Ask yourself:

• Does it reflect your business as it is today?
• Are you getting leads from it?
• Are you a little embarrassed to send people there?
• Does it sound like you or like every other business in your space?

If any of those hit home, your site might be holding you back.

Research Shows that 31% of consumers said they’ve chosen not to shop with a small business simply because it didn’t have a website.

That’s nearly 1 in 3 people walking away before you even get a chance.

From Just OK to Actually Working

A well-built user user-friendly website works in a few ways. For one, it looks better. But it also works harder. In fact, user-friendly websites can generate up to 45% more leads compared to outdated or generic designs.

Take a law firm I work with. They already had clients, ads, and a functioning website. But it wasn’t doing them any favors in positioning or performance.

Or an MMA gym. They had a steady trickle of new members, but their website didn’t help them grow.

In both cases, we reworked the site to match their identity and serve their business goals. The results? Better performance. More leads. A stronger presence that reflected the care they were already putting into their services.

You Don’t Have to Learn Marketing to Look Like a Pro

You’re not expected to master copywriting, web design, and SEO overnight. That’s why people like me exist to help you finish the room.

Whether it’s working with a consultant, hiring in-house, or just getting strategic support, you can build something that works for your business without adding to your to-do list.

Make the First Impression Match the Work

Your business is likely already built on a rock-solid foundation. Don’t let a patchy digital presence be the thing that turns people away.

You’ve done the hard part. Now it’s time to finish the room.