You’ve decided to build a new website for your small business. What do you do first?
Figure out why you really need a website. And you can’t say, “But, Frank, you told us we needed a website” because that’s just the macro view. It’s time for the micro.
Now the questions get interesting and they most likely can only be answered by each small business owner.
Here are the key elements when planning new small business websites.
What is it your customers will expect to find on your website?
Does your small business website solve a customer’s problem?
Here’s where you have to get into the mind of your customer. You may have to do a few profiles of who you think would be using your website. I’ve been part of an exercise during website development meetings where each member of the team described a persona they thought encapsulated our entire customer base. We gave each a name, job(s), hobbies, income, living condition, online habits and the list went on. Each team member came up with a thorough profile of who they thought a “typical” customer was.
Now that you know WHO is coming to see you, you need to figure out what they are coming to you for. If you already have a brick and mortar store, you pretty much know what they want just through your every day discussions. Each business has its own set of “Frequently Asked Questions.” The answers to these either need to be on the home page or a quick click away. More detailed information for your business can be a couple of clicks away.
What kind of problems can you solve for them?
Some could be simple problems. They just want to know your hours or location. They may just want to see a restaurant’s menu or daily specials, what services a lawyer offers or if your product is compatible with another. As a small business owner, you know your customer’s problems. Help them figure out how to solve a problem and there is probably a sale in there for you.
What is it you want visitors to do before they leave your website?
Each page should have a clear Call to Action (CTA). You may want them to complete a form, leave their email, buy a product or any number of actions. You don’t want visitors just wandering away not knowing what they are supposed to do next. Tell them what to do next with a visible, direct call to have them do something that you want them to do.
The Bone
If your website isn’t useful to a visitor they won’t be on it for long and they will probably never come back. Give them a reason to stay and return with good content and giving them the solutions to the problems they will be coming to you