Running a small business is an all-consuming task. For small business owners, the state of the company website often falls to the bottom of the priority list, particularly when faced with more pressing concerns.
However, today’s digital world means that a website is often the first point of contact for potential customers. Without a strong online presence, your company risks getting lost amongst your very many competitors.
Fortunately, Newpath Web is here to help. As an experienced web development company, we know exactly what our small business clients need to succeed and make an impact in the digital world. Read on to discover what our experience has taught us regarding what every small business website needs.
Professional web address
Your URL says a lot about who you are and it pays to invest in a professional web address. Ideally, your web address should end in .com.au. Avoid .net or any other type of ending.
The structure of your URL is actually also very important from an SEO perspective. Google uses the URL to understand what your website is about, and so your web address needs to reflect your products and services.
Both Google and human users will use your URL to orient themselves on your webpage, so make sure your chosen site address makes sense.
An about us section
One of the biggest challenges for small businesses is establishing themselves amongst their competitors. This is made even more difficult if your potential customers can’t find any information regarding your company history and personnel.
All small businesses will benefit from featuring a prominent ‘about us’ section on their website. Customers will feel a lot more secure buying from a company that they know a little bit about. The ‘about us’ section is also an excellent opportunity to set the tone for the rest of your website through your choice of language and style.
One of the main reasons that small businesses struggle to attract customers is that potential buyers don’t feel comfortable purchasing products from a company they know nothing about. If something goes wrong with the order and there is no contact information, there is little chance of them getting their money back.
This is why having a visible contact information section is so important. Remember to include an email address, phone number, and location — if you have a physical storefront. You can also include any social media links, such as Instagram, Facebook, and LinkedIn. Including this type of information is also very important from an SEO perspective.
Reviews and testimonials
You know that your products and services are great, but how will potential customers? Including reviews and testimonials will instill confidence in those who are browsing your website and considering making a purchase.
When filling your page with customer reviews, avoid including just the positive ones. This can make it seem like your company is falsifying information or trying to create an overly good impression. Pepper your review page with some fair and just critiques from customers who have provided constructive criticism.
An SEO strategy
This is arguably one of the most important points on this list. All small businesses need to implement an SEO strategy if they are to have any hope of attracting interest to their webpage.
What is an SEO strategy? Well, it’s a combination of on-page changes and off-page outreach activities that are designed to help your website improve its search engine results page ranking.
The harsh reality of online marketing is that very few people scroll past the first few suggested websites when typing a term into Google. If your webpage does not occupy one of the top spots, it is going to be difficult to attract new customers.
SEO activities help Google better understand what your website is about so it can direct potential customers who may be interested in your products and services straight to your page.
SEO is quite a complex area of digital marketing, which is why it pays to invest in a team that provides professional SEO services.
Many websites have blogs, but not all know how to use them effectively. One of the biggest turn-offs for potential customers is visiting a website, only to find that their content hasn’t been updated since 2015. It does not exactly instill confidence that the company is on the ball and up to date with the latest news and trends.
With that in mind, ensure that your content is constantly updated. Share with customers what is happening around your business and what exciting things are happening in your broader industry. Be creative — use photos and videos to really engage those visiting your site.
Imagine if you owned a retail store, but didn’t update your front window display for ten years. It wouldn’t be very welcoming or engaging to customers, would it?
Well, if your website has not had a design overhaul in over a decade, you are effectively facing the same problem. Web trends change (reasonably) quickly and an engaging, modern site design is the best way that you can get customers engaged and interested in what you have to offer.
If you think it might be time to freshen up your online look, consider contacting a web development company to get a professional opinion on what needs to change.
There you have it! Just a few of the key features that every small business needs to consider when building a website. If you run a small or medium sized business and are feeling overwhelmed by the list, why not reach out to Newpath Web? We have experience working with companies of all shapes and sizes, providing web design services to increase customer engagement. Contact Newpath Web today to discover how we can assist your small business establish your digital presence.