In a digital climate we rely heavily on URLs and email addresses than on postal codes and street locations. It’s no surprise that many organizations (businesses and nonprofits) have left their street address off their websites completely. I’m going to tell you why, in my experience, that is a mistake.
Be Accessible
As long as it is safe for you to share your address, then add your address to your home page. An exception would be running a domestic abuse shelter that needs to remain address anonymous. This is especially important if you rely on customers visiting you at some point. For most others having the address on the contact page is adequate.
If you run a nonprofit, then you know that some people are reticent to donate online and would prefer to write a check. If you did not already supply them with addressed remittance envelopes, make it easy for them to send you a check by posting your mailing address right on the home page.
Journalists Care
You are most likely to earn news coverage from locally based newspapers, TV channels, or radio stations over national news sources. Editors and reporters want to know that you are within their readership/viewership area. For community channels and weekly news sources, that might be the first question they ask to make sure you meet the criteria of their content.
It is also evidence that you are legitimate. Anyone can create a website without an actual business behind it. A journalist needs to verify they aren’t being catfished into a story for an entity that doesn’t exist.
Sharpen Your Branding
“Place” is one quarter of the marketing mix and your location could very well be the differentiating factor that sharpens your brand. If you are the first, only, or best of your industry in your city, that’s a big deal! The first sushi restaurant in Tulsa, OK stands out more than the 20th barbecue restaurant in the same city.
Admittedly, most restaurants have their address and a map on their website, but many other businesses and nonprofits do not and that may be something you can improve easily. Maybe I should say address it easily!
Leslie A.M. Smith founded McCormick L.A. in 1994 offering public relations and marketing consulting to nonprofits and small businesses. She is the author of “Laws of Promotion,” a 50-page promotional guide directed specifically to small businesses and local nonprofits available now on Amazon.
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