Your company’s website is like your digital calling card—it could be the first interaction a new customer has with your small business. That’s why it’s worth keeping your website up to date and ensuring it makes the best first impression on prospects.
Even if you get some help with your website, here are some important do’s and don’ts for small business owners. Follow these guidelines to put your best foot forward and step up your digital marketing game.
Do: Make Your Contact Info Easy to Find
Make sure to list your address, phone number and operating hours right on the homepage of your website. The easier it is for customers to call and visit your business, the better. Don’t bury that information on another page of the site.
Do: Use Good Photos
Attractive photos of your products entice online shoppers, while photos of you and your team add personality and authenticity to your website. You might be able to take these yourself, but only if they look neat and professional. It could be worth the investment to hire a professional.
Do: Go Mobile Friendly
You should assume customers are looking at your website on a smartphone screen. (According to the Pew Research Center, 77% of Americans own a smartphone.) Some websites are designed to be easy to navigate on mobile devices, but older websites typically are not. A mobile friendly website not only improves the customer experience, it can also help you rank higher in Google search results.
Don’t: Go Overboard with Content
Your website should answer common questions customers have about your business: where you’re located, what products or services you offer, pricing information, some background on the company and more. But it shouldn’t take too many clicks or too much scrolling to get around your site. Skip the novel about how your business got its start, and focus on what customers need to know.
Don’t: Forget the Call to Action
If a customer lands on your website, what do you want them to do next? Visit your store? Call your business? Sign up for an email newsletter? These are all good ways to maintain a relationship and encourage customers to make a purchase. But they won’t take the bait if you don’t spell it out! Don’t forget to include your call to action on your website.
By Ivy Lamb, Manta Content Editor - March 30, 2017