What should a small business have on its website? Whether you own an artisan jewelry business, you’re a freelance writer, or you have another small business, a website is critical. Nearly 97% of consumers shop for their products online, yet only 51% of small businesses have their own website. It may seem daunting at first, but there are just a few simple things needed to make your website stand out and garner attention. Let’s start with the basics.
First things first. How are people going to find you? Your website address, or domain name, is normally how potential visitors are going to access your site. Therefore, it is vital that you have a simple, yet memorable domain name. Think of it like it is part of your brand.
Here are some things to consider when coming up with your domain name:
- Think of it as your brand. Try to get it as close as possible to your brand name, while avoiding hyphens or dashes, as this can cause issues with SEO.
- Avoid complicated words. Make it simple for users to spell and remember. They don’t want to go looking for how to spell your domain name every time they want to reach your site.
- Use keywords. Try and find something that is SEO-friendly. Add keywords and location tags.
You want your site to be remembered, yet not infamously. There should be a good balance between the number of words and images on each page. Don’t overwhelm your customers with specific jargon or overly complicated, esoteric terms. If you feel that this is necessary, put a summarized edition on the homepage and link to another page that has in-depth information.
Choose graphics that are pertinent to your website, and a font that matches your brand, but is easy to read. If you are looking for a color scheme, check out our previous post about the psychology of color and how it can impact your brand.
Stay consistent across different pages. You want your website to be cohesive. Threading in the same color scheme, font, and image edits can help make it feel like a unit rather than a conglomerate of different information.
Make sure people understand what you are and what you do as soon as they open your site. Users have short attention spans when it comes to searching on the Internet, and if they can’t find what they are looking for with ease on your site, they will most likely find another site that does. Add images that correlate with your business and descriptions, even infographics can do the trick, especially for getting people to understand dense information quickly.
The site should open to a clear, concise description of the business, but there should also be an about us and a contact page that is easily navigable so that customers can reach more information quickly.
Easy to find contact information
Not to restate the obvious, but if you want people to purchase something from your site, they need to be able to contact you with questions. If they can’t find your information, they will most likely lose trust in the brand, and find a similar product elsewhere.
Patience is low when it comes to online searching, keep your contact information at the bottom of every page so that your customers don’t have to click through pages of information to find it. Your visitors want the easiest experience possible, so make sure your contact information is displayed several times in many different places.
Consumers trust other consumers. Try and include some praise-worthy quotes about your products from other customers. This will establish trust with your brand, which makes it more likely that people will purchase your product or service. This is especially important if you are new to the game or just starting out online.
Call to Action
Make your call to action clear and simple. Tell people what you want them to do directly, don’t beat around the bush. Do you want people to call for a consult? Or maybe sign up to your email list for 20% off their first purchase? You can highlight this or create a button, but emphasize it in some way.
All of these things are crucial to creating a site for a small business, but the most important word to remember is: ease. Customers want to navigate your website with ease, they want to find what they are looking for with ease. It can be fun to make your website look extravagant, but if it hinders user experience, it’s not worth it. Keep it simple, and the results will be extraordinary.