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SME Owners – Making Your Website Work for Your Business

As a small business owner you need to be aware that one of your most valuable assets is your company website – it represents your company and your brand and can help drive sales and share social proof (a vital issue for all businesses in the 21st Century).  This means that you need to make sure that your website is working well for your business and that it has all the correct elements that will boost your business to success.  Here are some of the most important issues when it comes to your business website:

Contact Page – this is one of the four most important pages on your website for the following reasons:

  • While many consumers already trust the big name brands, small businesses have to work hard to gain that trust and loyalty.  One way of doing this is to make sure your contact information is readily available and easy to find.  This includes email address, phone number and physical business address.  This information needs to be the same across all your online properties (social media pages, business listings and website) or you risk losing trust with website visitors.
  • You can never be sure who is looking at your website – potential customers, investors, etc.  If you don’t have a contact page it creates unnecessary hassle when people want to get in touch with you.  Instead of looking elsewhere for your email address or phone number, they may just leave your website and look for another business with readily available contact details.

Testimonials – these can make all the difference to your sales figures.  A recent survey reveals that 84% of people trust online reviews as much as a personal recommendation, with 74% disclosing that a positive review will make them trust a local business more.  Your reviews need to be designed and displayed effectively – video testimonials are popular.  Display your testimonials on your website and share them on your social media pages.

Mobile-Friendly – if your website is not optimised for mobile, you risk losing customers!  Your website needs to look good on phones and tablets and offer the same user-friendly experience as it does on a PC.  Most people browse on a mobile device nowadays and 78% of mobile searches for business information result in a purchase.

eCommerce Pages – if you’re selling a product or a service then you need to make it easy for customers to browse your offerings and buy from you.  This means that your products must be available to buy from your website (rather than from a third party seller such as Amazon or Etsy).  Make sure that you add online ordering or a shopping cart to your website.  If you use WordPress, there are a variety of e-commerce plug-ins that can be used to manage the organisation, presentation ad purchase flow of all products, services and downloads. 

Making sure your website is attractive, user-friendly and easy to navigate is a key issue for businesses.  If you take care of your website, it follows that your website will take care of your business.