Small Business Saturday Blog

Is your website doing what it should?

Monday, October 12 at 12:37Getting Online | Small Business | Small Business Saturday


Joel Calliste, co-founder of Small Biz 100 Smart Little Web gives five important tips for a successful small business website:

A website should be far more than just a tick in the box. It’s a chance to have your business showcased and explained perfectly to your target audience.

Imagine how often you realise you need a product or service and turn to Google for help. And what do you do when you take a look at a website it’s found for you?

If you’re anything like me, you quickly run through your internal criteria to match whether it’s right for what you’re looking for and leave the site quickly if it’s not.

Your small business website needs to focus on helping website visitors understand quickly that you’re relevant to them and encourage them to stay and browse. This should help lead to the all-important conversion from online visitor to an enquiry,  if not an actual customer.

First Thing’s First: Who are you and what do you do? 

It’s seriously this easy, yet so many websites don’t include these fundamental details on their homepage. Back this up with a supporting image that tells your business story for you and you already have a strong start.

Make it Easy to Navigate: and pick-up important information

Being clear and transparent about your business should be replicated on each page of your site. And guiding your visitors with easy navigation is a must. This means keeping it simple and straight-forward.

When it comes to setting out your navigation, imagine a blank piece of paper with the different parts of your business jotted down. Your history and today’s team, your products or services, your location and how to get in touch…. and in each section, in simple language, tell your story. These then become each page on your website. It doesn’t need a lot of words. In fact, the fewer the better!

Also think about joining up where two sections meet - if something on one page is relevant to another - then link the pages with an explanation eg. ‘if you want to know more take a look at…’

Make sure you refer to where you’re based, where your customers are based (if this differs), and who your customers tend to be. Help your visitors to understand that they fit into your box as much as you fit into theirs.

And most importantly, remember that a visitor might land on a specific page of your website and it could be the only page they read. Each page should convey who you are, what you are and how you do it in some way.

Be Transparent: encourage interest

It’s not just about simple messaging, but personality can really help with transparency too. We want to know who we might be doing business with. So think about bringing personality to your website - who are the key people in the team? What are they most passionate about? Include profile shots of individuals and also working if possible.

Help your visitors to easily piece together your story and get a good feel for the people behind the business.

Every small business website should also include a price page. Let’s be honest, we all want to know how much something will cost. Now, I know there are service businesses that can only provide a cost with a proposal but saying this on a price page is completely fine! At least your visitor will understand how you work. Do try to include a couple of ball-park figures where possible though.

And if you have a physical presence please make sure you include your address and a map on your site. Help your online visitor become an offline customer by encouraging them to visit you - and make it easy to do so.

Building Trust: add extra reassurance

Building trust is really important. And there are actually many ways you can achieve this. It helps a visitor to know who your customers are, or at least what they think of you. So testimonials are a great way to help with reassurance. But there are other ways to prove your credibility, especially if you’re a new business. Include the names and logos of partnerships, affiliations or perhaps even suppliers. This all helps to tell your wider business story.

Obviously, if you’re also lucky enough to have been nominated for an award - and definitely if you won - include it!

Call To Action: they’re interested - what should they do now? 

It’s not enough to have a telephone number or email address on your contact page. Yes, most of us know where to look if we want to get in touch. But having a clear Call to Action (CTA) not only helps the visitor with the next step, it can also guide them to do what you want them to do.

Want them to call you to book an appointment? Say it! Want them to sign-up to your newsletter? Do it! Think about the way you want them to get in touch with you and make it really obvious - on each page.

Smart Little Web are a next-generation website platform. The platform is tailored 100% to the needs of small businesses and focuses on guiding a small business on what to put on the website, not just how to build it. For more from Smart Little Web visit their website and blog.



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