The fuel crisis is changing how people spend, how they travel, and how they choose where to shop. Across the New England, that shift is already being felt by local businesses.
As fuel prices rise and uncertainty lingers, customers have stopped driving around to compare options. They plan ahead. They research online. They make decisions before they leave home. And increasingly, they are not defaulting to the businesses they have always used. They are looking for value, clarity and confidence that what they need is worth the trip.
If your business does not have a strong, clear, up to date website – especially a website that works well on mobile devices – you are not even in the conversation.
Reuben Artmann, from Websites by New England Times, said the change in customer behaviour is already obvious.
“People are doing their homework before they leave the house. If they cannot quickly find what they need on your website, they will simply go to someone else who makes it easy,” he said.
“In a fuel crisis, convenience becomes everything. Your website is often the first and only chance you get to win that customer.”
Artmann said one of the biggest mistakes he sees is businesses relying solely on social media.
“Too many businesses think having a Facebook page is enough, but it is not,” he said.
“People are time poor and often stressed. They do not want to scroll through posts trying to find basic information like your hours, your prices or what you actually offer. They want it in one place, clearly laid out.”
“A website gives you control. It is your space, your structure, your message. Social media should support that, not replace it.”
Websites by New England Times has been built on a simple idea. The same team that keeps the region’s news running smoothly every day can apply those skills to simple local business websites at a low cost. It is a practical, regional solution to a growing problem.
Artmann said too many businesses are losing customers without realising it.
“We see great businesses with loyal customers, but they are missing out on new ones because they are hard to find or hard to understand online,” he said.
“A good website does not have to be expensive, but it does have to be clear, reliable and built with the customer in mind. That is what we focus on.”
For some businesses, though, the challenge goes beyond just having a website. The entire digital landscape can feel overwhelming.
That is where Vivid Thinking and brand strategist Ingrid Rothe come in.
Well known across the region, Ingrid has worked with a wide range of local businesses to help them navigate the digital space. Since leaving the University of New England, where she oversaw all of their marketing and communication as Director, Marketing and Public Affairs, she has focused on helping businesses find the right mix of tools, platforms and messaging to suit their goals, and help design a strategic plan and brand messaging so that it makes it easy for owner operator type businesses to look professional without a big team to do it.
She said many businesses know they need to improve their digital presence, but do not know where to start,” she said
“The key is not to try and do everything at once. It is about understanding your customer, choosing the right tools, and building something that is manageable and effective.”
Rothe said relying on social media alone is one of the most common traps.
“A Facebook page is not a strategy, it is just one channel,” she said.
“If your customer has to go digging through posts to work out what you do, how much it costs or whether you are even open, you have already lost them.”
“Your website is your anchor. Everything else should point back to that.”
She said the current economic climate has only increased the importance of getting that right.
“When costs are rising, customers are more cautious. They are researching more, comparing more, and looking for reassurance before they spend,” she said.
“Your website and digital presence are what give them that reassurance. If it is unclear, outdated or hard to use, they will not take the risk.”
Alongside her strategy work, Rothe also offers DIY training for business owners who want to build their own skills and manage their social media and digital platforms with confidence.
“It is not about making people dependent on external providers,” she said.
“It is about giving them the tools and knowledge to take control of their own marketing in a way that works for their business.”
What do you need to know to get through the fuel crunch?
Tell us what information you need to make it through the fuel shortage crisis. Suggest a story here. Read other fuel crunch stories here.