Top 8 ingredients for a successful small business website

by Steve Cho July 31 2006 | skip to comments

A website can generate quality leads, answer customers' questions and gain customer royalty. If you do it right, your website can be the most powerful marketing tool. However just simply having a website won't work either. Your small business should have an effective website that will help your business grow. Over the past few years I have noticed many small business websites lack some important ingredients of a successful website. Here are the 8 most important things you should consider for your current or future website.

1. Have professional looking website

This is the most important aspect of a successful website. If you don't get your website visitor's attention within a few seconds, they will leave the site and you lose your chance to convert them into your customer. You don't need to spend thousands of dollars on a website, but unless you have professional web design skills, don't build your website on your own, or get your computer nerd of a cousin to do it either. The first impression is the single most important factor to a website visitor. For many of us, good looks means better business, but don't try to overly impress people, with unnecessary images or graphics, but don't downgrade your business impression either.

2. Show your main products/services on your homepage

The Homepage of your website is the most valuable real estate on your website. Of course some visitors could come to your website through sub pages, but the majority of people will land on your homepage. Among those people, more than 60% of people leave without looking at the second page within 30 sections. If the homepage doesn't clearly show your services or products you might lose a lot of business. Don't just show a general welcome page as your homepage.

3. Have F.A.Q section

As a small business owner, you must have answered the same questions over and over again. Why not include those questions and answers on your website? These are the questions customers really want to know about. It is a great way to save your time and money- as well as your customers'. Personally, I always read a website's F.A.Q secion before deciding on something.

4. Put your off-line contact information everywhere

I hate websites with no clear contact information. Many websites just have a 'contact us' page with no phone numbers and mailing addresses. Even if you use your home as your office, don't hide your address. There's nothing wrong with a one-person company with a home office. Physical contact information offers a lot of trust, especially in the online world. I sometimes prefer to call if I need something urgently.

5. Don't forget to have online contact options

In some cases I don't really want to call somebody to ask my question. Maybe I don't want to be pressured by a sales person, or I don't want to spend my valuable time listening to recorded voices on the phone. It is also hard to contact the right person when phoning a company with a specific question. There are many times where I use online contact forms, and get back to work right away. In this case, I don't need to find the right person to talk to. Online communication is becoming the more popular form of contacting people. Have a simple online contact form and always include your e-mail address.

6. Display your store/office map.

Unlike a big company's website, if a person visits your small business website he/she might be interested in visiting your store or office. If you have your address somewhere in your website, they can lookup a map to find you. Make it easier on your potential cusomters by simply adding a Google Map to your 'contact us' page. Even better, make it printer friendly so that they can print it out and find you easily.

7. Include a Call to Action Item

A Call to Action item means a portion of a web page that tells the customer how to take the next step towards a purchase or execute an activity. The reason a person browses your website is because he or she may need your product or service. Allow them to purchase what they need easily. Whether your goal is to make a person call you or subscribe to your e-mail newsletter, don't forget to include a call to action item somewhere on the page. Help your website visitors get what they want easily.

8. Take advantage of blogs

A blog is an online journal. Unlike a big business, a small business could appeal to customers more personally. For example, an insurance broker can educate his or her's your potential customers by writing a blog article once in a while. This could attract more customers than ordinary marketing practices. More and more people try to find information online. Blogs are one of the most powerful items that could attract customers. Need an example? Check out Businessman blogs boldly toward BBQ restaurant success.

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Comments

1 July 31, 2006 by Angie

Hey - nice post. I think items 4 and 6 have the potential of being interpreted as contradictory though. Most small business owners (specifically, those that work from a home office) keep their address off their site BECAUSE people may look it up on Google Maps or Mapquest.