by Spectrum Business
A carefully developed website — one that looks professional and makes it easy to find information about your store and offerings — can generate new customers and repeat business. With thoughtful planning, it’s easy to create a professional business website that attracts and converts visitors. Here are 7 key steps to building a successful website:
An effective retail website is laser-focused on the needs of site visitors. While this may sound obvious, many websites provide what a business owner wants to showcase rather than what site visitors really want.
To make your website customer-oriented, make a list of what matters most to your shoppers. Is your inventory of difficult-to-find products important to customers? Do they appreciate your company’s ability to stay at the forefront with leading-edge offerings? Or, maybe you’re known for friendly and responsive customer service?
Use this list to prioritize the features and functionality of your business website. For example, if quick delivery is a key selling point, make it easy for site visitors to determine when a product will arrive on their doorstep. If your product knowledge is a key reason people buy from you, showcase it through tips, blogs, videos or another format your customers prefer.
Whatever priorities you choose to emphasize, the key is to keep every site element focused on your visitors’ needs.
Keeping your site design clean and uncluttered makes it easier for visitors to zoom in on exactly what they need. Give some thought to the best way to present information. Is it by type of visitor? Product category? The task they need to perform on the site? It may turn out that you want to offer several ways for visitors to navigate through your business’ website.
Regardless of your sitemap, one crucial element to consider is your contact information. Make it easy for site visitors to find your address, phone number, email address and links to your social media pages. A click-to-call option and live chat feature are also good ideas. Place some or all of this information on every page of your site — or at the very least, include a link to your Contact Us page.
Once you’ve designed your site, don’t assume prospects and customers can find what they need. Test your small business website by asking a select group of customers to navigate it and share feedback, perhaps in exchange for a discount or special offer. Once you’ve officially launched your site, ask visitors to contact you if they are having trouble locating the information they want. This will help you pinpoint areas that need fine-tuning for a better customer experience.
Your site visitors will want to know what’s special or different about your business. Tell them exactly what your unique benefits are in clear, concise language. A bakery might promote its homemade pies, while a women’s clothing store could mention its collection of summer scarves for the office. Also tell visitors what differentiates you from similar competitors. Is it your friendly, knowledgeable staff? Great selection? Convenient location or hours? Your goal is to make it a no-brainer for website visitors to want to call you, not a competitor.
A dated-looking website makes your business look like it’s stuck in the past. It’s a good idea to refresh the design every year or two and replace photos frequently. In addition to the design, keep the content fresh. A blog with new information about your business, current industry data or perspectives on relevant events can keep you looking up to date.
You don’t have to sell online to steer customers to your store. Instead, you can use strong offers to bring in foot traffic. For example, a florist might highlight new bouquets with the latest spring daffodils. A toy store might announce a new, special-edition toy that isn’t available at big-box retailers. Discounts and special offers are an excellent way to attract visitors and keep them coming back to your site, so update them frequently.
Share the story of how you got started, the company’s core principles or what makes the culture of the business different. Don't forget to include strong visual elements such as photos or graphics.
Remember, people are at the heart of any business, so if you’re proud of your team, flaunt it. Publish interesting profiles and photos of your staff. The visuals don’t have to be formal. A group shot that shows your employees in a meeting or enjoying the lifestyle your business embodies — whether foodies or ski fanatics — can breathe life into your site.
Visitors won’t stay on a business website if it is riddled with broken links. Check all pages periodically to make sure the links are working. A well-functioning website tells customers and prospects you pay attention to details. That impression can go a long way toward encouraging a visitor to become a customer.
Prioritize Search Engine Optimization (SEO) so your business’ website doesn’t get buried on page 10 of Google’s search results. SEO means developing your small business’ website to help it rank higher on search engines when customers and prospects search for terms related to your products or services. A recent report by FirstPageSage revealed that Google’s number one organic search result receives 39.8% of clicks compared to 18.7% for the second position. Paid search advertising can also be a smart way to build traffic if you’ve built a fledgling site and no one can find it.
Keep in mind that your small business’ website is never “done” — it is always a work in progress. Keeping your customers’ perspective in mind and taking the time to maintain your site can help ensure you have a great presence online.
