Remember when you first realised that your small business website was literally invisible to the search engines.
Like many other companies, your online brand was suffering from obscurity.
You went from Shopify to Woocommerce, Squarespace to WordPress but no matter which website builder you used, the fact was…Google didn’t know your business even existed.
When you looked into the costs of getting help with your small business website design, the combined outlay for web design agencies and web hosting agencies made your eyes water.
However, you appreciated the investment that was needed to building an effective business website and (even more importantly) plan the regular content that your website would need.
Even if you did manage to build a website with all the bells, whistles and must-have ecommerce features, the last thing you want is for all your time, money and energy to go to waste.
Average business owners will stay fixated on the search for affordable website design instead of a comprehensive web design solution that increases search engine rankings from day one.
Yes, you need high-quality images, an easy to use content management system, attractive graphics and fast loading times that bring you more and more monthly traffic.
But, if your website content is not saying the right things to your website visitors and potential customers in the right way providing you with a clear ROI (return on investment).
Without this, all that effort would have been for nothing.
7 Essential Small Business Website Design Tips
Here are the 7 essential small business website design tips that will help you create an amazing user experience that converts more of your website users into actual customers and sales for your business.
1. A Welcoming Homepage With a Welcome Headline
Your homepage is usually the first experience people will have of your business and brand.
Right underneath your menu is your hero section (see the image below).
Your website visitors attention should not be on the hero image.
They should be drawn to the big and bold welcome headline in that hero section that clearly states who you are and what you do.
Your homepage should also act as a guide that includes easy, intuitive navigation to the inner website pages that contain the additional information that your prospective customer is looking for.
1.1 Clickable contact number
1.2 Primary Call-to-Action
1.3 Keyword-Rich Welcome Headline
2. Quality Content that Boosts Your Content Marketing
Your site should be filled with quality content, providing the information your target audience is looking for.
One of your main pieces of content should be an epic article or tutorial that outlines and showcases your process fo helping your customers just like this piece of content that shows how to convert website visitors into leads using sales funnels and email marketing.
Each page should offer content that offers helpful information to build relationships, solve problems, earn trust, and explain your offerings.
The goal is to establish your site as the go-to place for information.
3. A Unique Story That Renders Your Competition Irrelevant
At some point in your small business journey, you will hear about developing your USP (Unique Selling Proposition).
This is one of the main obsessions for startups and new entrepreneurs.
“In marketing, the unique selling proposition also called the unique selling point or the unique value proposition…is the marketing strategy of informing customers about how one’s own brand or product is superior to its competitors.”
In my opinion, there is no need for gimmicky and sexy explanations of the advantage you have over your competitors.
The easier and more authentic thing to do is understand that your reason for serving your customers is your most powerful USP.
Your about page is a great place for telling your brand story and explaining “your why” and your core values.
Show your website visitors how your business and your solutions make the world a better place.
Don’t be shy in expressing the level of passion and purpose-driven goals you have for your customers or clients.
Being open and authentic about what drives you to help them will help forge the first steps to a strong professional relationship.
4. Social Proof of Your Skills, Expertise and Success
Strategically positioned social proof will demonstrate to your website visitors credibility, trustworthiness, and that you get results for those who use your products or services.
It works because it shows a third party talking about the value you offer, rather than you blowing your own trumpet.
Word of mouth is still one of the best marketing strategies you can use to grow your small business.
Ensure that your homepage and inner page layouts include testimonials from past (and existing) customers or clients.
If you can get influencers or other experts to leave you a testimonial, this will work even better.
You can also demonstrate your value by including details about webinars, training, awards, interviews or speeches.
Social proof like this will show that you’re an expert in your field.
5. Something to Look At
Your small business website should include plenty of engaging visual elements.
Be sure to put a personal face on your business by including photos of the founder and/or employees.
Take your potential clients and website visitors behind the scenes in your business.
Also, make sure that your website uses beautiful, high-resolution images of your products.
Videos work really well too.
A welcome video on your home page is a stellar way to engage your website visitors and begin building a lasting relationship with them.
And the video doesn’t need to be worthy of a Golden Globe, you can film a decent welcome video on your smartphone.
6. Clear and Compelling Calls-to-Action
Believe it or not but your targeted website visitors are constantly looking to take some type of action, give them a clear call to do so.
With this in mind, you need to tell your prospective clients exactly what they need to do in order to receive the benefits you offer.
These call-to-actions should include buying your products and services, signing up for your free entry offers (aka lead magnets) and follow your business via your social media profiles.
Every single page on your website (even if it is not a dedicated landing page) should have a clear call-to-action.
Without this basic website conversion functionality in place, you are wasting a valuable opportunity to increase your leads and sales.
7. Contact Details, Contact Forms and Legal Pages
Ensure that you have contact details in your header so that they are available on every page of your website.
Ideally, you should have a clickable contact number.
At the very least, you should have a clickable email address.
In addition to your contact details, add a contact us page with a general contact form that includes a way to filter people who send you messages like the one we built for Flourished Minds, a life coaching organisation for young people based in Leeds.
The Ultimate Homepage Checklist
Download and use this 47-Point homepage checklist to double or even triple your leads.