How to Design a Web Site your Customers Want to Visit
Updated: Jun 1, 2020
In our digital age, small businesses find more and more that their website becomes their storefront. Instead of wandering in off the street, shoppers find your business through search engines, social media, and mega retailers like Amazon. Knowing this, ask yourself, when they click on your site, will they like what they see?
Create Great Content
You’ve captured customers’ attention long enough for them to learn what you do, but now what? While some online customers will be ready to convert, others need more convincing. That’s where your website’s content comes in.
Written content is a great way to tell your brand’s story and establish authority in your field. However, blog posts aren’t the only way to keep your customers’ attention — and it may not even be the best way. In one survey, 74 percent of marketers said video is better than written content for generating leads.
Blog posts still have their place, particularly when it comes to search engine optimization. Plus, many businesses can produce their own blog posts to save money. However, including video in your content strategy could mean added leads — as long as they are high-quality.
Hire a video content creator to spearhead your strategy and ensure that any videos you create are accessible to all users. If someone has a hearing impairment or is watching in a public place, you can provide transcripts of your video so they can follow along.
Make it Look Good
It only takes about 50 milliseconds for a customer to form a first impression of your business website. When online conversions are important for your business, it’s worth spending the money on a CSS developer. CSS developers specialize in layout, navigation, typography, and other style attributes, making them the go-to pros for gorgeous websites. If you want the most bang for your buck, look for a developer with experience in graphic design as well as CSS fundamentals. You might pay a little more for the added expertise, but you can find agencies and freelancers who provide a 100 percent guarantee of the product.
You might be contemplating a DIY website. PC Mag notes there are solutions that allow you to piece together your own without knowing a single line of code, and there isn’t really anything wrong with that. However, cookie-cutter is all you’ll get from drag-and-drop website builders. For a more tailored experience, you need to step things up and hire a pro.
Put Important Info Up Front
One of the biggest gripes online shoppers have is when businesses don’t make it clear what they do, where they are, or how to contact them. The obvious solution is to put your contact information and hours, if applicable, in the header or footer of every page, and include a dedicated contact page with information about your services. A link to the contact page shouldn’t be the first thing in your navigation menu, but it should be easy to find. AGConsult recommends including a contact link both as the last item in your main navigation, and as a sub-item under “About Us.”
Your goal is for customers to stay on your website long enough to learn about your business and, hopefully, to convert. But if your website is giving off red flags, people will jump ship before they get a chance to learn what you’re all about. You don’t need us to tell you that a high bounce rate isn’t good for business. If customers are leaving your website as soon as they arrive, it’s not you — it’s your site, so it’s worth putting in some time and money.
A great website is more than window dressing. It’s the foundation of your small business. When your business website is nice to look at, easy to use, and full of helpful information, it shows customers that you’re a company worth doing business with. Invest in the right help to make your site shine.