A website is a company’s chance to differentiate itself from competitors whilst also promoting its products and/or services to current and potential customers. An inviting home page with eye-catching visuals and a user-friendly interface is sure to boost engagement. Here we’ve pointed out eight useful tips for a small businesses website.
- User Experience
Some small businesses concentrate too much on making their home page attractive. Whilst this is important, it is not the be all and end all. Other elements such as functionality are just as important. You should be focusing on how a customer will interact with your website. It is important to get inside the mind of the consumer and figure out what information they are looking for when they come to your website, and how you can present this is a clear and concise way.
Enterprises have less than five minutes to grab the customer’s attention. This can be done in a number of ways, but a lot of the time the customer is looking for a trustworthy and credible company. Sometimes this can be indicated through case studies or testimonials. Other companies choose to place ‘as seen in…’ features on their home page to emphasise that other people have vetted and trust their organisation.
- Strong Calls to Action
The first thing you want people to do when they reach your website is hang around and engage with your content. The longer you keep a potential customer interested in your website the more likely you are to create a lead. When some hits your homepage there should be no confusion about what they need to do (give their email, sign up for a trial, call a number etc).
- Links to Social Media
Many companies are still failing to point users in the direction of their social pages. Make a customer’s life easier and provide buttons for them to click. These should be visible and ideally on your homepage not just in the ‘Contact us’ section.
- Page Load Time
Keep your homepage clean and simple, this will speed up page load time and positively affect your conversion rates. KissMetrics research explains that even a one-second delay in page response can reduce conversions by 7%; this could be significant for most e-commerce sites.
- 404 Error Page
Your 404 page is an opportunity to increase user experience and effectively communicate your brand. It is inevitable that technology will fail at some point and your customer will be served up an error page, be creative and think outside the box. Some great examples for inspiration are Innocent and Lego.
- Be Mobile Responsive
If your website doesn’t work on mobile devices you have two problems. Firstly, your google rankings will be affected, meaning your customers can’t find you on the web. Secondly, your bounce rate will increase as users choose to go elsewhere if they cannot easily view the information they need. Take the test to see if yours is mobile friendly.
- Show your Expertise.
Feature a blog on your website or publish white papers to position yourself as a thought leader in your industry.
Hopefully our tips have been useful but if you need any more help designing your website, then get in touch!