Just about every small business website starts out as a little baby. As the business expands, so too does the website, to include more detailed product information and more persuasive website content. Small business web design isn’t a die hard science, but there are plenty of website basics every owner needs to understand to be successful online.
Website Basics Of Form And Function
The Heart Of Your Website
There are two fundamental components to any website, whether it’s a single-page company bio or a sprawling 1,000-page behemoth — visual web design and website content. It’s the yin and yang. Form and function. Quite simply, the graphic design, layout, usability and technology, form, has one purpose, to support the content and marketing objectives, function, of your website. Sounds easy enough, but you’d be surprised.
Most small businesses, and many website design firms guiding their clients, fail horrendously at implementing the website basics of good design and compelling website content. All too often, the use of the latest web technology or the “coolness” factor pushed by an owner dominates the website, degrading the ability of the website to achieve its online objectives.
Using form and function as a guiding principle for the development of your small business website, the following are a handful of key website basics:
Website Basics: Prominently Display Your Contact Information
This should be a no-brainer in your website basics toolbox: your company’s contact information should be prominently displayed on every page of your website. An effective technique is to include your phone and fax numbers, office address, and business hours as part your site’s masthead, menu system, or in the footer on each page.
Website Basics: Simplify Your Site’s Navigation
It’s far better to be redundant in your website’s navigation, menu and linking, than to confuse visitors with a complex navigation system. The number one complaint from internet users is that they become “lost” on websites. Making sure that the appropriate links are found on every page of the site helps your visitors get around and should be a staple in your website basics game plan.
Website Basics: Don’t Forget Important Information
For services businesses, be sure to include key staff biographies, individual photographs and direct email links. Although potential clients often just want to know how many years you have been in business and what specialized services you provide, it is a good idea to include both a short, and a more detailed biography. The additional details will prove helpful to referring colleagues.
Website Basics: Sell Your Products And Services
Don’t leave it to your customers to understand how your products and services will benefit them. Provide exhaustive descriptions of your products and services. Descriptions should be written for the layperson; but be specific. Simply telling a potential customer that your bakery “creates the finest cakes in Las Vegas,” isn’t nearly as effective as explaining why and how your bakery is the best. Tell visitors about the love and experience that goes into your cakes, how your wedding cakes have taken top honors, or how Las Vegas event companies turn to you for breads and desserts when hosting extravagant dinner parties.
Website Basics: Online Branding
Your website may very well be the only opportunity you have to create a positive first impression. Use your website brand to further your overall brand image. Be as clear and detailed as possible, but without the design of your site getting in the way of your message. Tell customers what they should know about you and how they should view your products and services — form their opinion of you. And don’t make them beg or call you for information that should be easily available on your website.
Leave us a message! Do you have questions about this article or need help starting a website for your small business? Leave a comment and help us start a conversation. We’d be more than happy to answer your questions and engage in civil discussion. Thanks for reading!
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