As a small business owner, you know that it is important to leverage every potential avenue of marketing in order to attract customers and develop a steady clientele. The web is one of the most important areas to focus on, too, so creating an effective website should be a top priority. Managing a small business and creating a website require two different skill sets, though, so it is no wonder why many owners feel overwhelmed by the task or make simple mistakes when crafting their site. You can avoid this by being aware of the mistakes that are most common.
The following are four mistakes that are common amongst small business websites. Whether you are building a website for the first time or considering hiring a professional, keep the following missteps in mind and avoid them at all costs. Your website is one of your most valuable marketing tools, and if you use it effectively, your bottom line will see the benefit.
Creating Lackluster Content
Websites that are updated more frequently tend to place better in search results, and updating your website also keep you engaged with your customers. If you are looking for a way to keep your site fresh, including a blog with weekly or biweekly posts is a great place to start. Too many small businesses, though, fail to make the content on their website engaging. A monotonous blog about the services your company provides will not have a big impact. Content is one of the most important aspects of small business website design, so be sure yours is creative and engaging.
Yet another important aspect of small business website design is the overall accessibility of your site. It seems obvious, but when a visitor logs onto your company’s site, they should feel welcomed rather than overwhelmed. If you have too many links, a wall of text or finicky menus, it can turn customers off before they get a chance to learn anything about your business. Creating a clear and accessible navigation is one of the first steps to ensuring your web presence is effective. Test out your navigation’s effectiveness by having friends give second opinions before you roll it out.
No Incentive to Convert
Your website is ultimately one big advertisement. An advertisement should persuade prospective customers to make a purchase, and similarly, your website should convince visitors to close a sale. Many small business websites make the mistake of lacking a clear call to action and instead simply focusing on information. While you certainly should use your website to provide information, you should also be sure it builds up to an opportunity for them to take the next step. This will boost your conversion rates and make your website a more meaningful source of income.
Committing to DIY
Just because your business is small, doesn’t mean your website has to be. Sometimes bigger is better, and that might even be true for your business’ web presence. Rather than staying committed to DIY, consider whether enlisting help from a professional designer is the best option. You might not have the knowledge to build a site with all of the features and tools that customers today expect. Rather than alienating parts of your audience with an outdated site, invest in a professional design that can effectively reach anybody who is interested in your company.
Avoiding these mistakes is the first step to leveraging the full potential of your company’s web presence. Your business has value, and your website should showcase that to potential clients. Invest in your website if you want to see better conversion rates, higher sales and more customers engaging with your business.