Designing a website when you’re a small business is different than what a Fortune 500 company would do. While large companies may have the nationwide brand recognition and many people linking to their site, you probably do not. This poses a challenge in ensuring that visitors to your site are well informed, they are directed to what they need to see on your site, they can easily subscribe to your site, and they leave with the impression of a very professional company As a small business owner myself and a website designer, I’ve compiled the following critical tips on designing your website.
The overall design of your site should be clean, uncluttered, and light-weight. By clean I mean that it should be a more simple design as opposed to lots of shapes, contrasting colors, and unreadable fonts. You can still have a very unique design but your customers will thank you for keeping it clean. This also leads into keeping it uncluttered. Have only the essential links, pictures, and widgets on your web page. The days of providing a real service by having the local weather or a dancing baby on your home page are over. Keeping your page uncluttered will let visitors focus on what is really important. If you have too much for one page, split it into two pages and use a call to action in the original page to direct the visitor. You also must keep your design light-weight as in smaller pictures, no crazy flash/animation, and use of background colors as opposed to images. This will ensure your web page loads quickly on a visitors browser and will make it much more accessible.
Content – Content Formatting
– Quality, Original Content
– Direct and to the point
– Small paragraphs for easy reading
– Easy reading font
– Font to background color contrast
Content is critical for a small business. Your web design must account for showcasing your content and providing good content for search engines like Google. This will definitely help with your Search Engine Optimization (SEO). Ensure that your content is original quality content that doesn’t have too much fluff and gets to the point. I have been to websites before where after a couple of minutes of reading, I still don’t know what they do. Be direct and your visitors will thank you!
For formatting your content, you need to ensure that you have at least a 12 point font, which isn’t a crazy unreadable font. Stick with the basic fonts for your main content. Color is important so make sure that the contrast between your text and the background doesn’t make it unreadable. You don’t want too similar of colors so it’s hard to read and you don’t want a contrast that hurts your eyes to read (i.e. neon green on a black background).
Call to Action
– Include on every page
– Ask for what you want
– Explain the benefits
If someone is coming to your website, make sure they do what you want them to do. Many small business websites forget about asking the customer to buy a product, sign up for their list or whatever else you want them to do on your site. Be specific and include a call to action on all of your pages. If I want you to sign up for my newsletter so I can provide you with information and market my products to you, I need to sell you the benefits of being on my list. My call to action might be “Sign-up Today!” after explaining the benefits. If you don’t ask them or get them to take action, many times they won’t.
– Capture an email address
– Entice with free products
– Low barrier to entry
If someone is visiting your website, you need to capture their information. They are obviously on your website for a reason and you need to give them the opportunity to learn more by capturing their information. Good website design for your small business should account for how you will capture their lead information. I like to make it a low barrier for entry for my visitors. You sign-up for my newsletter by providing me with just your email address in the side bar or the hover page that I display after you’ve been on my site for 7 seconds. I sell the benefits of getting free information and I make it easy. I will also offer a free product like a free report but I make the barrier to entry a little higher. If you want my free report, in addition to your email address you will also have to provide me with your name and phone number. Guess what makes great leads to call on?
There are many aspects to great website design for small businesses and I’ve really only scratched the surface. I suggest doing a lot of research on the subject so you can end up with an online presence that sets you apart from other businesses in your industry. There are many professionals that do a great job with the design and professionals that do a great job with the optimization and lead capture. Not many do both so make sure you do your homework.