Zippia 2023 — 27% of US small businesses had no website; 3.5% had no intention

Claim: Per Zippia's 2023 survey, "73% of small businesses in the U.S. had a website, as of 2023. Of the 27% that didn't, 23.5% said they planned to do so in the future, and 3.5% said they had no intention of getting a website at all."

Source: Zippia (career/business-stats aggregator).

Caveat: Zippia is a secondary aggregator; incentive is traffic/lead generation. Treat as directional.

Confidence: Single-source / Industry-consensus on the order of magnitude.

Why this matters for Candid: For a meaningful minority of SMBs, Tier 1 (a working website) IS the entire gap. The widget should detect "no website" and treat it as a Tier 1 emergency — not a moderate or hard problem. Cross-references Tier 1 — Foundational web presence (SMALL GAP).