Websites play a crucial role in the customer journey for small businesses, serving as a validation tool, a connection tool, exploration tool and even a mechanism for sales. However, when it comes to websites, small businesses are inundated with so many choices it can be hard to know exactly what to do.
To help you make some of those choices, here are five things you need to un-know about small-business websites to help your journey a little bit easier.
1. Aesthetics is all that matters
While having a really pretty, modern website is important, aesthetics and design won’t guarantee succes, The goal of your website is to deliver your business leads (or in the context of eCommerce businesses, sales). And rarely will aesthetics be all that matters. In fact, a website that looks great but is confusing or doesn’t have a clear call-to-action is going to cost you money.
2. I can’t afford a good website
Websites and the cost of them are a really controversial topic. Nowadays websites can range from DIY builders that cost $30/month all the way through to custom-built projects in the order of $30,000. So it’s often the case that small businesses assume “good” or “great” has to be at the higher price point. Which is not the case. Price of websites has more to do with the technology behind their creation and less to do with strategy nowadays. And strategy can cost next to nothing. So don’t go into a website project with the idea that you cant achieve a great outcome with your budget. Focus on the goals you want to achieve and the strategy to get you there.
3. I have to stand out from my competitors
Controversial but your websites purpose is not to be unique or clever in order to stand out from competitors. Most businesses do a terrible job on their website structure and copy because they are trying to be unique rather than be clear in their message. Focus on connecting with your website visitors around their problems, and take the time to clearly identify how you solve them. Customers will aways value the businesses that they feel understands them best and helps them solve it the quickest, over one that is clever or witty.
4. If they’re interested, they’ll contact me
Your customers are busy. They need to be told exactly what to do next if they are interested in your products and services before they get bored/confused/busy and completely forget.
So ensure your website states very clearly what they need to do next. Is it buy now? Enquire now? Send us a message? Repeat it over and over and make it really easy for them to do so. Don’t overestimate the motivation of your customers, you have to really ask for that sale.
5. I have to keep it fresh
Interestingly this is an idea that has been around for a while that I believe has to be explained further. When there is emphasis put on keeping your website up to date, maintained and fresh, it is usually assuming you are either using SEO as a technique to market your website or that you have a lot of repeat customers and you need to keep the content fresh for each visit. In actuality, most small businesses just need to ensure their website is the absolute best representation of who they are and what they can offer and trying too hard to keep it “fresh” can dilute any important messages for first time visitors.
Whilst there are many more, these ones are important ones to un-learn so that you can tackle your business website with an open mind to what is possible.
