A recent survey by Clutch found that 40% of small businesses don’t have a website. I’d say that’s just mind-boggling if you ask me. However, this post is not about them. This post is about the businesses that have joined the 21st century but are just not doing it right.
We’re way past the point where having a website was enough. Now, consumers can research, compare options, and make their decision in a few minutes, and if they don’t like what they see, they’ll go somewhere else. Not having a website is bad but having a botched one is just as bad.
Website design needs to be relevant to the business itself and relevant to their customers. Let’s go over a few things SMB’s need to focus on to improve their website.
Design and Content
Would you go on a date or to a job interview wearing your worst possible outfit and talking gibberish?
Websites need to be visually appealing and have well-written, useful and relevant content that speaks good about the business and their products and services. A visually appealing website with straightforward UI not only makes it more attractive and easy to navigate, it enhances the image of the business.
Be Mobile Friendly
More than half of all traffic online is on mobile devices. Websites that are not mobile friendly are neglecting all this traffic. Visitors tend to leave the site if they can navigate it comfortably. It’s irresponsible to ignore the upward trend of mobile traffic. Plain and simple. It’s predicted that by 2019 mobile will represent 80% of all web traffic. And your website doesn’t work on mobile devices?
Playing Hard to Get?
Please don’t hide your contact information (NAP) in a Contact Us page. Make it big and have it always visible, preferably in the header of a very page. Contact information must be easily available to turn visitors into leads.
You’re probably thinking “Ah! Captain Obvious over here!”. I agree you don’t need to be a detective to figure this one out, but statistics continue to show that many local businesses miss this key component of their site.
Did you know it also helps you rank higher in search results?
SEO (Local SEO, if you’re a local business)
Just like being mobile friendly, a proper SEO set up is almost mandatory. People are searching online for products or services, and a lot of businesses that offer them are not showing up. By not doing SEO, businesses miss countless sales opportunities every single day. Even if they show up in the search results, searchers don’t click below the top 5 results, so it’s important to stay on top of the game -no pun intended.
Use Google Analytics
Google Analytics is a beautiful and powerful marketing tool but underused by businesses. It tracks the traffic that goes to the website, in real time! It can help business owners understand where their visitors are coming from, what they are most interested in, and how they navigate the site once they are on it. It may seem overwhelming at first, but it has a very intuitive interface, and the extreme detail of the data gathered makes it too valuable to ignore.
This is basic stuff, but there are just too many businesses out there that are dropping the ball on this. At Argos InfoTech we only implement best practices to help SMB’s achieve and surpass their business goals. Contact us today and see what we can do for you!