If you want to be successful as a small business owner, then you must make an effort to connect with consumers and potential clients.
Today's small business owners must have a website if they want to compete. Just having a website, though, is not nearly enough. You need to make sure that your website accomplishes certain goals.
If you are going to invest money in a domain name, website design, and server costs, your website should do certain things to further your business's goals.
Below are three things that every small business website should accomplish for business owners.
Present a professional face
In the past, consumers might have encountered your business first on the street corner. Things are changing, though, and most people will be introduced to your business through an internet search.
This means that your website will replace your handshake in making that first impression.
As a small business owner, you need to figure out exactly what you are trying to communicate to consumers. Are you the affordable law firm that brings special knowledge to the table? Are you the friendly pizza shop that deals in authentic ingredients?
Whatever your thing happens to be, you should use your website to present that image.
This must be done with your design and with your content.
The design should be clean, and even if you aren't a big business, the website should feel like something that was professionally crafted. It will cost a little bit more to present this professional face, but you will reap significant rewards as customers begin to see what your company is all about.
Likewise, you should invest in well-written copywriting that highlights the strengths of your company.
Provide information that customers or clients need
Your website should serve as more than just a marketing device for your small business. It should also serve as a nerve center, giving clients and customers the information that they need about your business or service.
If you are a restaurant owner, you need to communicate the business's hours and the relevant menu for that season. A law firm owner might communicate the various practice areas that you cover for prospective clients.
After a prospective consumer leaves your website, they should have no further questions about your company or how it can help them.
In addition to just providing information on what the company does, you should use your website to announce events, sales, or the latest promotions.
The idea here is to give clients a reason to get excited about your company. If you've been planning something big, then use your website to get the word out. Understand, too, that the vast majority of visitors will never click past the first page, so you need to get this information on the homepage if possible.
Convert visits into sales
Whether you are a retail business or a service-related business, you should be utilizing techniques to monetize your website.
This is very easy for retailers, as they can use an e-commerce setup to sell products right online. It becomes harder for a small business owner who is selling a service.
If you are an accountant or a financial advisor, how do you use a website to drive sales?
You might ask prospective clients to call you or communicate with you through email. Many website designers can insert a box where clients can make contact with you without having to paste your email address into their email server.
You might also entice visitors by providing a special deal only available to people who have spent time on the website. This will provide a clear incentive for your prospective clients to call or make contact while they're visiting your site.
Whatever the case, it's important that you turn those valuable website visits into revenue that will drive your small business forward.