To successfully run a small business, you need to figure out which strategies can give you as much traction as possible over a short period. Cost and time are the main factors to consider when starting small, and this is where a small business website comes in.
Using your website to its full potential is essential for offering maximum value to your customers and, in time, a maximum return on investment for your company.
Here is what you need to consider when building a small business website that is meant to attract new clients and seamlessly lead them through your sales funnel.
Image source: fitsmallbusiness.com
Most business owners’ first thought when launching a company is to see whether the domain name they want is available. Sometimes your ideal .com is there in a flash, and other times you need to get creative.
Secure your brand or company name as a domain name as soon as you have found it. If you’re unsure where to start when choosing the right name for your business domain, simply follow these instructions.
You must own your brand name to guarantee brand protection and help your target audience find you in search engine result pages (SERPs) like Google.
To choose a domain name related to your company’s location, look into country code top-level domains (ccTLDs). A TLD is your domain name extension, such as .com, .net, or .org.
A ccTLD is related to the country the business operates in, such as .ca, .uk, or .fr. A ccTLD is a great way to drive traffic from local customers and tell search engines that you are targeting a specific region.
If you’re looking for a domain name that shows what products or services your company offers, there are plenty of specific TLDs, such as .yoga, .realtor, .recipes, and more.
These TLDs help customers understand whether your business offers exactly what they want. For example, if you’re a coffee shop with a .cafe and .coffee domain, you let customers know you have a physical location and sell coffee!
There are many ways to research domains online:
As a small business, you should choose a straightforward platform to set up and deploy. The design should be easy to customize, reflect the brand and appeal to their target audience.
It can be overwhelming for small businesses to choose the right website platform and content management system (CMS) since many options are available. We recommend six platforms for setting up your small business website.
These are just a few examples of website platforms and CMS tools that you can easily set up. When choosing a platform, consider critical factors such as:
Your web design is critical to attracting customers and driving them further along the sales funnel until they convert. There are many things to consider regarding website design to ensure it meets your key performance indicators (KPIs) and resonates with your target market.
Proper branding and brand recognition are significant elements of your small business website design. When members of your target market see your ad on TV or walk by your store, will they see that your website reflects the branding they have seen elsewhere?
If it doesn’t, this inconsistency may affect the consumer’s likelihood of remaining on your website or confuse when the consumer lands on your page. Ensure your website’s branding aligns with the initiatives you have pushed elsewhere.
Your website design should be created with your audience in mind. Your potential clients want web pages that load fast. A 2-second delay in load times leads to 87% abandonment rates. Optimizing images is an easy way to minimize load time. This will improve the performance of your small business website and boost its Google rankings.
It’s essential that, regardless of how your target market finds you, your website is mobile-optimized. Mobile optimization and responsive design are necessary to improve your website’s overall UX and SEO.
🎯 These aspects can also increase conversions and push customers from your landing page throughout the rest of your website. If the page potential customers land on while browsing on a mobile or tablet device is not optimized for their screen size, people may become frustrated and navigate away.
The hero section of your website’s home page is the first thing visitors see when they land on your site.
You only have a few seconds to capture their attention and convince them to keep browsing, so make sure the following elements stand out: a clear description of your site, what your business can do for your visitors, and some of the benefits of the package.
This is what you should do to effectively communicate your website’s purpose and value proposition.
In February 2023, 60% of all website traffic came from people using mobile devices. This makes it apparent that small businesses should ensure their website is optimized for mobile users.
Mobile optimization means a website’s design, layout, and functionality to ensure it’s user-friendly on mobile devices. Here are some easy tips for small businesses or non-tech people to improve their website’s mobile performance.
Your website should offer content that not only interests your audience but also provides actual value to them. High-value content targeting your audience’s search queries will help boost your website in organic searches. Your website should properly explain how your product works and its benefits.
Content marketing is a game of quantity and quality, with business blogging leading to a 55% increase in website visitors. Your business becomes a thought leader by constantly publishing relevant content that proves your first-hand experience.
📰 Use a blog section to dive into trending or complex topics surrounding your business. If your customers can rely on you to answer all their questions, they’ll know they can trust your business to satisfy their needs. Blog content can also attract customers who may have thought to search for your business or products otherwise.
Your website should have a direct link for people to get in touch, whether via text message, your custom domain email, phone, contact form or chatbot. Albeit pricey, chatbots ensure potential customers can directly access you or your support team and build a real connection. SMS, email, and contact forms are easier to implement.
Ensure that your customers can easily find your contact information to get in touch quickly and easily. You should also test your contact form constantly to make sure it works.
The ultimate goal of your small business website is to drive conversions. This can be done by strategically placing call-to-action (CTA) buttons within your websites. Here are the most impactful places to add your CTAs.
🗺️ You can increase your website engagement and conversions by displaying unique CTAs based on the user’s journey. The secret lies in placing the right CTAs in the right spots without overwhelming visitors.
A solid online presence is crucial to attracting and retaining customers, especially for small businesses. By optimizing their website to rank higher in search engine results, small businesses attract more organic traffic and significantly improve their visibility on local listings.
Here are the main SEO strategies that will have the most significant impact on your small business website and a few tips on implementing them correctly.
📈 SEO is a long-term strategy that requires ongoing effort and patience. Focusing on the above tips can improve your website’s visibility, attract more local customers, and grow your business online.
Businesses can gather valuable insights into their website’s traffic, user behavior, and conversion rates by correctly implementing analytics.
The easiest way to start collecting data is by configuring Analytics and Webmaster tools on Google and Bing. Webmaster tools will also help you monitor website health and identify technical issues that may negatively affect search engine rankings.
Here’s how to set up Google Analytics (GA).
This is how you set up the Google Search Console (GSC).
✅ If you use WordPress Yoast and have already verified your website with Google Search Console, you can skip the verification step for Bing webmaster tools.
Building a great small business website requires attention to detail and a commitment to providing value to your customers. Follow the steps mentioned in this article to create a site that looks great and performs above average in driving traffic, generating leads, and increasing revenue.
Raluca Mocanu is a seasoned content writer, specializing in content marketing since 2016. With a strong focus on customer behavior analysis and SEO optimization, she crafts compelling narratives that drive engagement and boost conversions.
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