Blink;Tech prides itself on being a true tech partner with all its clients, offering help not only when developing, designing and marketing websites, but also acting as a facilitator for small business start-ups. Having a solid foundation both digitally and business-wise will allow a small business to keep its attention on the day-to-day, knowing that the structure it’s based on will allow for scalable and thoughtful implementation of future goals. But what exactly does a small business website need in order to get off the ground? And what are the most overlooked basics that are vital to a website’s success?
Cater Your Content for Your Endgame
What exactly does your company need the website to do? There’s a difference between a purely informational website and one that is required to convert sales, and knowing the endgame will allow the designer to understand what is necessary to accomplish these goals and offer the user an experience that will easily direct them to what they need. The content needs to be useful, original and well written, so that the users (as well as Google) easily identify you as an authority in your namespace. BAsically everything found on the website should be connected to your business and exist to help existing and potential clients, and further your business goals.
Make it Easy: Domains and Navigation Are Our Friends
When choosing a domain name, be sure that it not only reflects the company, but that it is something easy to remember for anyone wanting to quickly find you on the web. Choosing a domain can be challenging these days with so many “dot coms” already taken, but spending the time to find that perfect domain that has the right vibe and branding, and will be memorable and specific enough to attract users, is worth doing.
Moreover, once the user is on the site, the navigation can make or break their experience. Easy-to-follow flow and succinct categories will allow for an intuitive participation for the user. Without it, the user will quickly bounce from the site and find a better source for their needs.
Contact Forms and Social Links are Vital
One of the simplest things to forget can be one of the worst mistakes a business can make: not making it clear how to contact or interact with the company via contact information and social media links. Not all companies will offer their address alongside a map, but every site should at least have a contact form that can be submitted to an internal email that is routed to the appropriate employee. Some companies enjoy communicating with their clients via social media, therefore offering easy to find social links can connect both parties in a more casual environment.
Calls to Action Have Never Been More Important
Once a user is on the site, what exactly do you want them to do? Of course that depends on the industry and type of website, but at the very least a call to action encouraging users to sign up for a newsletter or contact the business should be available. If the business is selling a product or if there’s an upcoming event, there should be calls to action on how to view or purchase the product or to register for the event. Without offering the user the opportunity to do what you want them to, it is likely that they will leave the site without doing anything at all.
Testimonials and Reviews
Though a website can tell a user a lot about a company, what strikes deeper is what others have said about the company and their experiences. Offering testimonials and reviews can build trust with a potential client that you otherwise wouldn’t obtain. By experiencing your business through the eyes of another customer, that potential client gains an insight into what it will be like to do business with you. You’ve worked hard to make your customers happy, so why not let the world know?.Reviews and testimonials, however, are not easy to get – soliciting reviews or using a third party review generator can negatively affect your website as Google will dock the ranking of a website when they find that this has happened.
SEO and Analytics
Ask any marketing manager and they will tell you that without solid SEO implementation and a quality analytics report, any marketing initiatives will inevitably fall flat. These two tools work hand-in-hand with a well-crafted marketing plan to help elevate the business and continue its success. SEO is an ongoing evolution in and of itself, so staying on top of new trends is paramount for a marketing team. As for analytics, there are many platforms and tools on the market, and fortunately some of the best are free.
If you have one of the more popular analytics platforms like Google Analytics and you dread looking at it or can’t make heads or tails of what you are seeing, hiring a professional to help turn this data into visualized reporting that is easy to understand can make a big difference. You or your marketing manager shouldn’t be making decisions based on a gut feeling, but rather on relevant, meaningful data.
Every business, large and small, needs to have a web presence to be successful. Just be sure to cover the basics listed above, and you’ll be well on your way to having a quality website, and being seen as an authority in your industry by both Google and potential customers. Contact Blink;Tech today and let us help you with your website needs!
