Your website is often the first interaction a potential customer has with your business. That's why understanding things your small business website needs is so important for its success. Let's get into it with 9 key elements that will not only attract visitors but also convert them into customers.
1. Clear, Concise Navigation
Imagine walking into a store where you can't find anything, it’s all jumbled up and you don’t know where you need to go to find what you need. Frustrating, right? The same goes for your website. Easy navigation is essential. If customers can quickly find the information they need, they're more likely to engage. On the other hand, a confusing website will lead to lost opportunities and drop off. This is one of the most important things your small business website needs to get right.
The most popular option for a navigation bar is the top of the page and most people expect to find the menu in the top right corner, therefore it's a great option for user experience. Your menu should ideally have no more than 7 links, although a mega menu can be an option for sites with a large amount of content as long as it is organised. Research shows that users are more likely to click the first and last links in a navigation menu so ensure these contain your most important links.
Lastly, don't forget to optimise your menu for mobile, the hamburger icon is universal for mobile menus so stick to this as that is what most users expect.
2. Mobile-Responsive Design
With mobile traffic accounting for approximately half of website visits, a mobile-optimised site isn’t an optional add-on, it's something your small business website needs to consider. Especially if you're driving traffic from social media, mobile optimisation is even more important as the chances people are going to be viewing it on their phone is even more likely.
Poor user experience on mobile devices is a surefire way to lose potential customers. A lot of website builders automatically optimise your site for mobile by making images and text smaller, changing layouts etc but it's important to always remember to preview your site in a mobile format before going live. This is one of the key things your small business website needs to ensure.
3. Compelling Homepage
First impressions matter, and your homepage is often the star of the show. Research shows that users form an opinion about a website in just 50 milliseconds! You have mere moments to capture their attention before they leave to another site.
Use a strong hero image or video, ideally featuring faces, as people respond well to human connection. Clearly communicate what you do and how you do it, using emotive language to resonate with your audience. You're also going to want to make sure you have an enticing call to action early on in your homepage to keep people on your website.
4. Informative About Us Page
Your “About Us” page is a brilliant opportunity to connect with your audience, it isn't just a biography or a CV. Humanise your brand, share your story, and explain how you can solve their problems. Build trust and foster a connection. This is another of the essential things your small business website needs because often your unique selling point is you!
5. Detailed Services/Products Page
I’m sure we can all relate to visiting a website that feels like it was made when the internet was created, with vague product descriptions and outdated designs. Don't let that be your site! Provide comprehensive information about you, your brand, your offerings, how to order, including benefits and features. Detailed information is one of the important things your small business website needs to drive sales.
Recent trends on social media show behind the scenes of businesses, founder-led content and employee-generated content, people love to see the faces behind their favourite brands and it's no different with your small business. You are the face of your business and you are one of the things that is unique about it, so get comfortable sharing your story, interests and mission because this could be the final thing that convinces someone to work with you.
6. Easy-to-Find Contact Information
If you want customers to reach out, make it easy. A dedicated contact page with your phone number, email, and a contact form is essential. This also builds credibility and trust by showing you're accessible and easily contactable.
7. Authentic Testimonials/Reviews
Don't just tell people how great your brand is; show them. Social proof is one of the most powerful ways you can do this. Testimonials and reviews build credibility and reinforce customer trust in you because someone other than you is saying how brilliant you are. People usually don't like to read big blocks of text so make sure to pull out an engaging line from each review that summarises what they are saying.
8. Strategic Call-to-Actions (CTAs)
Call-to-actions are exactly what they say on the tin. Clear and compelling CTAs guide visitors toward desired actions. Whether it's "Contact Us," "Get a Quote," or "Shop Now," make sure your CTAs are visible and persuasive. Strategic CTAs are one of the essential things your small business website needs to convert visitors. In terms of design, make sure that your CTA’s stand out from the rest of your design, they should be a different colour and easily clickable.
9. Fast Loading Speed and Security (HTTPS)
A website that loads quickly and protects user data is crucial for user experience and trust. Optimise your site for speed and ensure it has an SSL certificate (HTTPS). Fast loading speed and security are among some of the most important things your small business website needs for a positive experience, our attention spans are getting shorter and shorter so if you're website takes too long, people will just leave and visit another site.
By focusing on these 9 elements that your small business website needs, you'll create a website that not only attracts visitors but also keeps them happy while they're browsing and turns them into loyal customers.
