There is always plenty room for improvement with any type of website, and a website that belongs to a small business is certainly no exception. If you are the owner of a small business, there is no denying that your website is a fundamental aspect of your branding and marketing which means it shouldn’t be neglected.
Having a fancy, all singing, all dancing website is great, but without the key components that every small business website should have, you could be losing out against your competitors, and for those 16% of companies that don’t own a website due to lack of time, really need to make time, as time is money. And for the 19% who can’t afford one, don’t panic, we will be taking a look at cost effective (and free) ways to improve your site.
Related: Small Business Website Usage Trends
Once you have established and setup your domain, it’s time to start building out your company’s website and prepare yourself for making some big decisions. In this article, we will be taking a look at the key components that every small business website should have, to ensure that your customers are receiving a positive experience on your website, which will help to significantly improve your company’s digital footprint and also help to increase customer engagement with your brand, product or service.
If you are not sure where to begin, simply start by asking yourself these three questions:
- Who are you?
- Who are your target audience and potential customers?
- How can you forward your message to your potential customers about who you are?
Once you are able to fully answer these questions, you can then begin to develop a strategy for your website that will make it far more effective. These three questions should hold the key to making your marketing decisions, building customer loyalty and branding your business.
1. Unique, quality content
For many types of businesses, your website will provide the first impression of your company to your customer, which is why you will want to give them, exactly what it is that they are looking for. The user has stumbled across your website because they are looking for something so make sure that you have unique, fresh, interesting, informative, and entertaining content to provide them with.
2. Customer testimonials
The honest words from other customers can really help to make your services or products appear more appealing and tangible to potential customers. Testimonials can help your potential customers to build much-needed levels of trust in your brand, product or service, especially if you are a new business.
3. Be clear as to who you are
Someone who discovers your website shouldn’t have to jump through hoops to discover what it is that you do. This is why you should clearly state who you are (as a business), contact details and product or service on your homepage. Make sure that you are telling your visitors that this is the right website that they’ve been searching for.
4. Be sensible with the choice of website address
It’s important to avoid making things complicated. Your domain name should be treated just like your brand. It should be easy and simple enough for any user to type it into their web browser. Another great tip is to avoid using dashes (-) or numbers which can have a negative effect on your SEO and can also be confusing for your customers.
5. Is your call of action clear?
It’s important that you tell your visitors what you want them to do. For example, you may want them to sign up to your online deals, call you for a free no-obligation quote or perhaps add products to their online shopping cart. Whatever it may be, make it clear.
6. Make sure your website is easy to navigate
Providing your visitors with clear links to all your important pages is crucial. It’s often recommended to utilize the likes of drop-down menus for your navigation. This allows your visitors to see the content under each heading from practically any page.
7. Are you easy to contact?
Losing a potential customer because of poorly displayed contact information is not uncommon. It’s important to remember that every visitor has patience and searching through page after page to find some form of contact information will push them into the arms of your competitor. Make sure that your contact details are clearly visible on every page!