6 Tips for Small Business Websites



October 21, 2023

User browsing small business website

We understand that small business owners are incredibly busy and we commend you on your hustle! However, with even just a little time and effort you can benefit from these effective website design tips. We encourage you to think about your story, value, and ideal conversion as you plan to implement these helpful tips.

1. Your Story

Your customers want much more than just your product or service. Give them a unique story and encourage them to join you on your mission. They want to know why you are different and why you are better. Small business owners often overlook the minor steps they can take to improve their business. Running a business and establishing a brand are two distinct accomplishments and no two success stories are the same. It is beneficial to give insight into why you decided to go into business and what experiences make you special. In addition, posting updates on your most recent accomplishments or business growth lets your clients know you are doing well. Think of your website as a full-time employee that is there when you can’t be. You want your greatest value on full display for viewers. Your website should captivate potential clients and leave them convinced that your product or service is the right one for them.

“If people love a brand story, 55% are more likely to buy the product in the future, 44% will share the story, and 15% will buy the product immediately.”

2. Take Pictures

A picture is worth a thousand words. Customers want to engage with people and personalized content. What does this mean for your website? In order to bring a much-needed human element to website design, consider using personalized photos. Clients give credibility to teams they can relate to. So get personal! We recommend capturing high-quality photos of your employees, workplace, and products/services. Remember, viewers, want personalized content!

“We are incredible at remembering pictures. Hear a piece of information, and three days later you’ll remember 10% of it. Add a picture and you’ll remember 65%.”-Source: International Training Center

3. Get to Know Your Ideal Customer

Every business has an ideal customer. What are their needs and how can you position your brand to meet these needs? This is a great way to understand the psychology behind your client’s purchase decisions. By stepping into their shoes you can better align your brand with their need. This is a helpful insight to determine exactly what product or service your ideal client would find the most value in. Furthermore, you can now begin to tailor your design to highlight your best product or service.

“74% of customers feel frustrated when website content is not personalized”– Source: Infosys

4. Know Your Ideal Conversion

A conversion is an action that takes place when a potential customer reaches out to you and converts into a sale. For example, if you own a local restaurant you would most likely get a sale with an online reservation or an in-person visit. If you were a local service-based business, a phone call to schedule an appointment could be your ideal conversion. How do you determine what conversion works best for meeting your business goals? Determine who the client is, what they want the most, and how they can best reach you. Defining this interaction between your business and a potential client will lead to more ideal conversions.

“You can’t manage what you don’t measure”

5. Craft a Single Call To Action

Think of your sales pitch as a story. Each step of the way potential clients should be seeing relevant information that continues to peak their interest. Along the way make sure viewers have the ability to act on information. Including well-articulated calls to action throughout your sales pitch gives viewers the option to opt-in whenever they are ready. Do not let your offers go unnoticed! Create a bright and well-defined call to action. The text within the call to action should be short and provide a headline and button. For example, “Let’s Get Your Project Started!” pair with button text “Contact Us.” This lets your viewers know your business is excited to work with them and that they are encouraged to reach out.

“47% of websites have a clear call-to-action button that takes users 3 seconds or less to see” – Source: Go-Globe

6. Develop a Written Sales Pitch

In terms of websites, we find the most effective sales pitch to come in the form of landing pages. These are highly strategized and condensed value propositions. If the content is researched correctly the headlines will be just what the viewer is looking for. This leads to personalized content that welcomes the viewer and goes further into depth with the value of the product or service. Often times testimonials are used to reinforce how much value a previous customer found in the product or service. As always, a well-crafted call to action will be presented right when the viewer is experiencing a strong intent to purchase.

“You have 0-8 seconds to make a compelling headline and landing page”-Source: Interactive Marketing

Final Thoughts

For small business owners, your website can represent the face of your brand. Make your first impression a lasting one. Creating your own content is a great opportunity to leverage your unique story, it speaks to your vision and resilience. Bring your energy and authenticity to your content. Show people who you are and what you aim to accomplish.

80 percent of consumers said ‘authenticity of content’ is the most influential factor in their decision to become a follower of a brand.-Source: SlideShare

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