{"id":1830,"slug":"zippia-website-less-reasons-27pct-not-relevant-26pct-cost","title":"Zippia — website-less SMB owners' reasons: 27% \"not relevant to my industry\"; 26% cite cost","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["referral-marketing","smb-website-adoption"],"reference_body":"**Claim:** Per the same Zippia data: **27% of website-less owners** *\"believe they aren't relevant to their industry\"* and another **26% cite cost**.\n\n**Source:** wix.com/blog/small-business-website-statistics (Zippia underlying) — 2026.\n\n**Confidence:** Industry-consensus.\n\n**Why this matters for Candid:** Telling — over half cite either \"doesn't apply\" or \"too expensive.\" The cost barrier is the one the falling-cost-floor brief [[research-brief-falling-cost-floor-real-web-functionality-smb-june-2026]] addresses directly. The \"not relevant\" barrier is harder — it bounds the thesis: a sole operator booked out on referrals may need *none* of the four capabilities.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"zippia-27pct-us-smb-no-website-2026","title":"Zippia (via Wix, 2026) — 73% of US small businesses have a website; ~27% (more than 1 in 4) do not","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-website-as-working-surface-june-2026","title":"Research brief: the website as a working surface of the business — four capabilities, AI-citation decoupling, freshness as a real signal (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"rule-most-businesses-need-at-least-one-of-four-not-all-four","title":"R1 — Most businesses benefit from AT LEAST ONE of the four working-surface capabilities, NOT all four; match the capability to acquisition / service mode","kind":"rule","scope":"business","link_type":"depends-on"}]},"created_at":"2026-06-21T13:17:17.737Z","updated_at":"2026-06-21T13:17:17.737Z"}