In our years of experience, we have seen a huge variety of small business web site problems. In this post, we discuss the most urgent problems we see as we work on small business web site design.
Although most small businesses today have web sites, they are usually not doing as much work for the company as they could. Some companies might even go out of their way to create a mobile version of their site. Unfortunately, such organizations are failing to see the bigger picture: Small business web sites should be built to generate new client leads. This is what will ultimately increase your profits.
No Calls to Actions
Although most sites we see do have contact information listed, it is usually hard to find. In fact, it might only be listed on one page of the site. Furthermore, the content of the site usually does not lead the visitor to this information.
Small business owners and marketing staff need to ask themselves, “Why do we have a web site, in the first place?” The answer is usually that you are interested in getting new clients to do something. You might want them to visit your store. You might want them to call you on the phone. Or, you could want them to sign up for an email list so you can send them promotions.
The problem is that most small business websites don’t make these intentions clear. This means that even if people visit your site, it isn’t doing your company any good, because no conversion is happening.
Lack of Content
Unfortunately, most small business web sites do not receive very much traffic. Furthermore, the few visitors who do pass through the site often can’t even find the information they need.
Imagine for a moment going to a going to a car sales company to buy a new vehicle. You arrive at the lot only to find that all of the cars are covered in giant black drapes. When you ask the sales associate what kinds of cars they sell, and just replies that they sell new and used vehicles in Boise, Idaho. Then, he tries to hand you a business card (which has a very nice logo). The sales associate then walks away, explaining that you have to call the phone number to find out more information. Would you want to do business with this company?
Unfortunately, most small business web sites create user interaction scenarios that are frighteningly similar to the situation described above.
By clearly explaining the services or products that you offer, visitors on your web site become empowered by information. They know exactly what they can get from your company – and that helps them make the decision to reach out to you directly.
Lack of Search Engine Optimization
A decade ago, most people used phone books to find businesses which offered the services they were looking for. This is not the case today.
Because most people use search engines to find services and products on the internet, it is very important that your website appears near the top of the list. Very rarely to people browse past the first page of search engine results. But, thousands of Boise, Idaho residents use search engines to find new products and services every single day.
It is surprising how often individuals forget the very purpose of their small business web site – to increase profits. Each of the problems listed are impediments to the implementation of profitable small business web sites.