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January 8, 2021

Do’s & Don’ts for Your Small Business Website

Website Design in Text Words.

You will only have an average of 8 seconds to capture the interest of a visitor to your website, so your design or content being off can mean losing out on new business. Your business website is essentially the digital brochure for your business that communicates to your target audience what solutions your business offers to help them with their troubles as well as what your company stands for. Many small businesses know they need a website; however, they do not usually have an awareness of what content needs to be placed on the website or the best design for their audience. A number of small businesses make mistakes that end up turning their audience away and keep them from buying. These are the most common do’s and don’ts when it comes to creating your small business website.

Do Make It for Your Customers

You will only have an average of 8 seconds to capture the interest of a visitor to your website, so your design or content being off can mean losing out on new business. Your business website is essentially the digital brochure for your business that communicates to your target audience what solutions your business offers to help them with their troubles as well as what your company stands for. Many small businesses know they need a website; however, they do not usually have an awareness of what content needs to be placed on the website or the best design for their audience. A number of small businesses make mistakes that end up turning their audience away and keep them from buying. These are the most common do’s and don’ts when it comes to creating your small business website.

Don’t Make It About You

Your small business website is created to attract your target audience, so why would you not design it around what they want? Make sure your website focuses on helping them find a solution to whatever their needs are, whether it is finding the perfect outfit for a night out, someone to fix their car, a last-minute birthday cake, etc. Make it so that they know from the moment they land on your homepage they know exactly what your business does and how your products/services can help them.

Floats and Flexboxes

Yes, you are the owner and the website is for your business but you are not the one your website should be attracting. Many business owners will make the mistake of focusing too much on what they sell or making their websites a personal resume for themselves that they end up losing leads since they are confused on what you are even selling and are more-drawn to your competitors who tells them how they can solve their problem. Your website should have some information about your business and you as the owner, but only a small portion. Remember that your website is not meant to be an autobiography about you or just a list of products/services; it has to sell a solution.

Do Make It Responsive

Now a days, there are so many devices that customers will use to view your website so you want to make sure that regardless of whether they are scrolling your website with their phone or browsing on a tablet, your website will perfectly fit within the dimensions of their preferred electronic. Not making your website responsive could deter visitors from coming to your website as the design will come across as unprofessional and a lot of information could be cut from not being able to fit within the dimensions of the device they are using at that time.

Don’t Make Your Website Too Busy

There is such a thing as too much, especially when it comes to your website. You will want to create a simple, clear design to keep visitors from becoming too overwhelmed with visuals and designs. Keep your website colors to a minimum (we recommend no more than 3 colors) and only use images to enhance the text, unless you have a section that showing a gallery of images for your proof of work, such as images of your projects. Having too many visuals can cause your visitors to become confused and leave your website without following through on the intended call-to-action, meaning your business loses out on a potential lead.

Do Make It Easy to Navigate

Nothing will turn a potential lead away from your business faster than not being able to figure out where they need to go to either find out more information or to complete a call-to-action. Ensure that your website has simple navigation so that they are easily able to find what they need rather than spending hours trying to find how they can contact you or how they can sign up for your latest webinar. Visitors will not spend their time browsing your website if it appears too complicated, they will simply just go to your competitors.

Don’t Make Them Wait for Pages to Load

Your website should load within 2 seconds of the visitor clicking on its link from a search engine; for each second that goes over those 2 seconds you will lose a potential lead as over 40% of internet users have stated that any web page that takes more than 3 seconds to load, they complete abandon. If your business website is taking too long to load that can not only keep potential customers/clients from visiting your website but your website will also be penalized from the search engines, making it harder to rank on the top of Google search results.

Do Base Content on Educating Your Visitors

Content is a great source to help with your SEO (search engine optimization) to get your website to rank higher but search engines, such as Google, will not push your website up higher on their searches if you create your content only for search engines. Search engines will scan your website content and if they feel the content is not based on what they believe will help your website visitors in solving their problems or educating them then the search engines will not rank you higher, it may actually rank you lower. Your content should focus on engaging your target audience to where they will want to continue learning more about your products/services and your company.

Do Not Go Crazy with Promotional Items or Included Pop-Ups

There is something we in the marketing industry call, “Interruptive Marketing”; this is when your audience is in the middle of watching a show, viewing a website, listening to a video/song, etc. and then having that interrupted by an advertisement. Nothing will make them more annoyed at your advertisement and company than them being disrupted from what they were trying to accomplish. You can have some promotional materials or popups on your website to showcase any specials or deals for them, but it should be done where it is not the main focus of the website or where they are trying to read more about your product/services and if they will be able to help the visitor in any way.

Your business website is one of the most important marketing pieces, however, not having the proper design or content will not only have a negative effect on your ranking in the search engines, so it may lead to not being found, but it may deter your target audience from investing in your company. When your target market decides to land on your website, they are looking for more information and a design that piques their interest in a topic and/or solves a problem that they are having. If the design is too overwhelming or your website is geared more toward you than them, they will simply go to your competitors. Having the proper content and design will help your website capture more leads and customers so you can grow your revenue and business.