Successful Business Website Archives

Common Small Business Website Problems

Posted on January 4, 2021 by Lorie

Maybe this is wrong of me to do but I’m going to assume that if you’re reading this article you’re a small business owner. Or you want to be. Perhaps you have a business website but you don’t see that it’s really doing anything to help your business. Or maybe you don’t have a website for your business yet and you’ve been told they aren’t worth the investment. Either way, when you finish reading this article, you’ll be able to spot some of the most common small business website problems. And correct or avoid them on your own site.

Doesn’t play well with mobile devices

Now, more than ever, people access the Internet from mobile devices more than they do from a desktop computer. Nearly 75% of users will return to mobile-friendly websites. Google has also made being mobile-friendly a requirement for getting good placement on the search engine. And they’re fairly picky. They want every font to be easy to read, every button and link to be large enough for fingers to tap, and they want sites to load quickly and not use excessive bandwidth.

No way to measure success

Metrics are the only way to truly measure the success of a small business website. Sadly, many business owners don’t know how to read a report from Google Analytics and settle for knowing how many people visited their website and the percentage of first-time visitors compared to returning visitors. And some business owners don’t know how to set up a Google Analytics account or install the tracking number.

It’s important to establish tracking benchmarks when a business website is launched. And equally important to review those numbers on a regular basis to know how the website is performing.

Little or no SEO on the site

We all know that SEO requirements aren’t always easy to figure out and as soon as you think you’ve got it, the rules change again. It seems the only small business owners with the time necessary to keep up with it are the ones who provide SEO services. Too many small business websites can’t be found in online searches. They don’t have enough optimization to earn a Google page rank above 0.

Content from the Dark Ages

Business websites are frequently ignored after the initial launch. In fact, 64% of small business owners say that it’s next to impossible to find the time to update their website. The cost of paying someone else to do the updates often doesn’t fit into the budget. Because of this, out-dated content is one of the most prevalent business website problems.

Entrepreneurs tend to be a hands-on group when it comes to their business and doing things for themselves comes naturally. However, this approach can result in less time to engage with customers.

TMI

Information overload is one way to turn potential prospects into website bouncers. Many small business websites try too hard to fully educate the visiting public right smack dab on the home page. These websites rely heavily on things that don’t matter to customers. A small business website should instead put the customers front and center, letting them know how this business will benefit them.

No one hired a proofreader

It seems like this one should go without saying but it can’t. Misspelled words and incorrect grammar have no place in the content of a business website. Don’t rely on a spellchecker. Instead, install an app like Grammarly that also checks grammar. Errors on a small business website disrupt the flow of information. Visitors will leave and look at the next website on the list.

Getting lost in the navigation

Have you ever gone to a favorite store outside of your home town? For some reason you expect the layout of the store to be exactly the same as the store you usually shop at. Frustration happens quickly when you can’t find what you’re looking for. Small business websites sometimes have their own version of this. Using clever words or phrases in the website navigation is good for branding if it makes sense to visitors. However, it’s important that visitors understand what they’ll find after clicking on a link.

Poor quality design

The first impression a user gets from a website is based on the design. Business website problems often stem from a design that’s boring. With great intentions, entrepreneurs make do with a DIY website and a pre-built template.

Forgot to add calls to action

This is a biggie. How is a visitor to the website supposed to know what to do if there aren’t any signposts to lead the way? To convert visitors into customers there must be a clear path for the visitor to follow. And conversions are what every business person is looking for.

Lack of social proof

Everyone knows that word-of-mouth advertising is the best (and least expensive) way to gain new clients and customers. For some reason, though, many small business websites fail to include any reviews or testimonials. While this might make sense for a new business, an established shop should have regular customers who have complementary words to share.

Unfocused branding

Branding goes beyond including the logo and using the brand colors and fonts. Above all, It says something about the business. It reflects the style, personality, and values that differentiate this business from the one down the street. This creates the brand and makes the small business memorable.

In review

After reading through this list of business website problems, you know what to look for in your own business website. Don’t get overwhelmed if you find a few. My specialty is building successful small business websites.

How to Build Online Connections With Customers

Posted on December 11, 2020 by Lorie

There was a time when it was impressive for a small business simply to have an online presence. This is not that time. Today it’s all about using your small business website to build online connections with your customers. In many ways, we’ve become disconnected from those around us. When someone shows an interest in building a relationship with us, it makes us feel good. We feel like we’re important to them. When we get that from a shop owner we’re more likely to do business there. Here are five ways you can build a genuine online connection with your customers.

1. Engage Customers Through Various Channels

You start by including a phone number and email address on your website. An easy to use contact form will make it even easier for a customer to reach out to you. And don’t forget to add links to the social media accounts you’ve set up for your business.

Start with Facebook, Twitter, and Instagram. Monitor these accounts so that whenever a customer leaves a question or comment you’re able to respond quickly. Although these avenues are very public, you can make the conversation private if necessary. However, by initially responding publicly other customers will see that you’re taking the time to engage in a timely way.

Consistency is important. Be sure that your response time, messaging, and follow-through are the same across all channels.

2. Get to Know Your Customers

Take time to learn who your customers are. The more you know about your customers the better you can focus your messaging to resonate with them. Google Analytics gives you insight into the demographics of your website visitors. Facebook Pixel provides in-depth information including cross-device usage and conversion habits. You can install both of these tools on your small business website yourself or hire someone to do it for you.

3. Keep It Personal

Don’t let yourself get side-tracked by the desire to make a sale. Let your website serve up the sales pitch. When you respond to inquiries from customers, keep your focus on solving the problem presented. Keep in mind that they’ll do more business with you if they feel you truly care about them. Connect with your customers first, the transactions will follow.

4. Show Your Appreciation

Everyone wants to be appreciated. Show your customers that they’re important to you and your business. Whether they follow you on social media or signed up for your mailing list, you can create special offers that are meaningful and just for them. This is another reason it pays off to know as much about your customers as you can.

5. Content Marketing

This is one of those buzz phrases you’ve probably run into more than once. Content marketing is about publishing and distributing content that speaks to your customers. It’s content that’s designed to increase their engagement. This can be accomplished through blog posts, podcasts, infographics, social media, videos, and paid advertising. Your small business website helps connect your customers to your content. Once the content is published on your site, it can be shared across multiple channels.

Now you know how to build online connections with your customers and develop a relationship with them. As the relationship grows so will customer loyalty.

Sources:

https://blog.hubspot.com/marketing/content-marketing

https://articles.bplans.com/seven-creative-ways-to-engage-with-your-customers-online/

https://www.surveymonkey.com/curiosity/5-ways-to-connect-with-your-customers-and-grow-your-customer-base/

https://www.businessnewsdaily.com/10330-connect-with-customers.html

Keys to a Successful Business Website

Posted on October 27, 2020 by Lorie

Start by determining your goals and objectives

How can you tell if your website is doing any good? Every successful business website moves the business forward. Starting with specific, measurable goals puts you on the right track. This article provides examples of goals that will drive your business website to success.

Goal: Increase sales

Strategies: search engine optimization, effective calls to action, well-organized content, user-friendly website, increase conversion rate

Goal: Be an authoritative resource

Strategies: provide quality content on your website, consistently and regularly add new information and content, establish trust by marketing your site on social media and on other websites

Goal: Improve interactions with customers

Strategies: email marketing lists, live chat support, webinars, content designed to give your visitors a reason to return

Goal: Build your brand

Strategies: maintain an active social media program, offer a variety of promotions, manage your business reputation

Your goals need to match your business capabilities

You will need several hours each week to commit to creating posts and engaging with followers to be successful on social media. If you don’t, social media may not be the right path for you to create a successful business website. You may prefer press releases, an opt-in email newsletter, or a series of white papers. These can also provide the content and engagement your business needs while allowing you more control of how you invest your time.

Be able to measure your success

Setting goals for your business website isn’t enough. You need to be able to measure your progress toward those goals. This is where analytics comes into play.

Benchmarks

Before you can track if your website is achieving results, you need to know your starting point in a few key tracking metrics.

Acquisition

Who’s visiting your website? This provides some interesting information about who is looking at your site but it isn’t the best measure of success.

Engagement

This metric shows you how much time visitors are spending on your website, the number of pages they visited, and the bounce rate.

The bounce rate tells you the percentage of visitors who don’t get past the first page they land on and leave after only a few seconds.

- - - 50% is average
    - 60% can be cause for concern
    - >80% is a strong indication that it’s time to take a hard look at the design and content of your website

Conversions

What constitutes a conversion on your website depends on the type of business you’re in and the type of engagement you want with your visitors. Some examples are:

- - - Form submissions
    - Downloading a file
    - Event registration
    - Email inquiries
    - Joining your email list
    - Receiving more (or even fewer) phone calls

Make a record of your starting point for each of these metrics so you can compare them with the results after your new website is launched.

You have the results, now what?

Knowing how your business website is performing is nice but if you don’t use those results to continue improving your site they’re going to waste.

If all indicators show that you have a successful small business website

- Don’t lose your web designer’s contact information. You’ll want to stay in touch to keep your site up to date and optimized for performance.

If the results are less than awe-inspiring

- Contact your web designer with your concerns. There may be technical issues that are impacting the user experience.
- Meet with the entire design team — your marketing person, copywriter, and your web designer — to evaluate what has been done and what can be done to provide improved results.

Invest in a professional SEO campaign

Don’t wait for the search engines to move your business website to the top of their list. The SEO pros stay on top of what the search engine algorithms are looking for and will take the guesswork out of getting your site noticed. Plan on allowing this campaign to run for at least 12 months.

Invest in a content writer

If you have the time and inclination to write 2-4 blog posts each month that are relevant to your customers, you can skip this suggestion. However, if you’re busy running your business and don’t have time to do the writing yourself, hire someone to provide you with SEO-optimized blog content to keep your website fresh.

A final word

Your business is probably the biggest investment of your life. In this day and age, your customers are looking for you online. Having a website will open your door to eager consumers ready to trade their money for your products or services. Take the time to sit down with your web designer and marketing team to set goals for the success of your business website.