What makes a successful small business website?
Every web designers goal is to create a website that has great usability & clean UIs that make users navigate and find information quickly. That alone is not enough if you plan to have a successful small business website.
State clear attainable small business website goals
If you are not a web designer or a digital marketing specialist you might be thinking all websites are the same. There are common web design elements that seem to be on the same position in every site which makes every website look the same as the other.
But how your website looks should not bother you that much, rather focus on if it works or not. Does it help achieve what you intended it to?
Some common business website goals include attaining more customers online, create a mailing list or simply have a resource of information about your company.
If your website’s goal is to attract more customers online then your website needs to be built in line with that goal. It also needs to be optimized for SEO so that people can be able to find it online. Unlike a website built as a source of information about a company, a site designed for the purpose of sales is not a one time project.
User behaviors change daily which forces new digital marketing strategies every now and then, your website needs to keep up with these new strategies. What works on your website today might not three months down the line, which is why it’s important to strategically maintain the site.
State your purpose early and clearly
A prospect might be coming from a competitor’s website or intends to visit it as soon as they don’t find what they’re looking for. Internet users are likely to exit quickly if they have to read or scroll through large amounts of text before they find what they’re looking for.
The first part your website visitors see should be utilized to state the purpose of the business. Ideally a short heading with a subheading and a visible button leading to where you visitors to go next. You could also include a form here and ask visitors to leave their details so you can get back to them. This is convenient for users that are looking for an immediate answer to questions that they might have.
Provoke immediate website visitors response
As stated above if your plan is to gain more customers then you need to utilize CTA’s (Call to Actions) to instruct audience to take action. For example, a form can have a short heading like “Inquire below” or a button with imperative verbs “call now, learn more e.t.c”.
Each CTA needs to be tracked so that you can be able to measure if it’s serving the purpose or not. For example after successfully completing a form a user needs to be redirected to a thank you page. This is very useful to track the journeys of your website visitors in Google Analytics.
Now it’s time to revisit your website to see if the design covers all the aspects mentioned above. Remember every website is unique through its purpose not how it looks to the eye. What’s important is to have a website that’s working and serving the purpose it was intended for.