Does your small business have a website?
People are out there looking for your products and services! Even if you’re active on social media, operating without a website, or with an inadequate website, is a terrible handicap. A website is home base for any business marketing strategy, and without one, you are virtually invisible where potential customers are actively looking for what they need.
Shocking but true:
60% of very small businesses*
and 40% of small-to-medium businesses**
still don’t have a website!
Statistically, because buyers are out there researching before making buying decisions if you don’t have a website you’re certainly losing business to your competitors who have done their website homework.
Is your website working for you?
A website needs to not just exist, but to perform as an inbound marketing machine. Rather than just floating out there somewhere as an online business card that doesn’t get found or get people engaged, it needs to attract visitors, educate them, and engage people. If your website isn’t doing that, it’s time to dig in and examine why.
You’re good at what you do.
If you’re like most business owners, whether you provide a product or a service, you’ve focused your energy on doing a great job at what you provide to customers. But you’re not a marketing expert. So having to learn how to market what you do can easily become a part-time job on top of running the business. The average business owner has to either learn a lot about business marketing on the fly while juggling a lot of other responsibilities or get help from a marketing partner.
So, where’s the love?
The most important thing to remember when assessing your website is its basic purpose.
Your website is about your ideal customer, not about you.
Your goal should be to help that person who is a perfect client or customer fit for your business to find what they are looking for. It’s a win/win when you attract the person you most want to do business with — this is the magic of inbound marketing. Make it easy for them to succeed!
Here are top 3 areas of concern to focus on when designing a new website or assessing your current one.
1. Start with a worthy destination.
Many people we talk to have invested in a website that looks OK on the surface but has fatal communication or messaging flaws. A website has to impress site visitors intuitively within just a few seconds or they will leave and look somewhere else. So before you start working on driving traffic to your site, it’s important to create a worthy destination for site visitors.
You may only have one shot at even getting their attention! Statistically, once a user clicks on a link and doesn’t see anything engaging or definitive about what they are looking for on your site, they might never come back. Your link in search results could become the one they skip from then on because they’ll remember it as not having the answer they were looking for.
Simply put, your written messaging, site organization, and visual presentation should all work together seamlessly in a custom website design. This is how to make a powerful intuitive statement, so your ideal client stops and notices.
2. Optimize for search engines
Once you have that beautiful and effective website with carefully written content done, people need to be able to find it. We’ve heard the euphoria over a new website quickly fade once the owner realizes that their lovely site is nowhere to be found in search results.
Your website should be built with a search-friendly structure that makes it easy for search engines to understand what your pages are about and to establish your authority on your topic so you can rank high in organic search results.
3. Design for mobile
Even a few years ago this wasn’t nearly so important, but statistically, people are increasingly researching products and services on a smartphone before going to a brick and mortar store or calling for information. It’s been such a dramatic change that Google, wishing to deliver results that are highly usable, has started penalizing businesses whose sites aren’t mobile-friendly in search results. So that site you had that was ranking high could be on a slippery slide to nowhere in search results. Try Google’s Mobile-Friendly Test here to check your status.
There’s a lot more to know!
We’ve hit the top 3 factors above in general terms, but there are still 23 left on our list of must-haves! If you want to know specific actions you can take, let us help you with some tips in our free 54-page ebook.
Learn how to get your website
growing traffic, leads and sales with
26 Things Your Website Must Have.