Tracy Cook

Tracy Cook

Communities Unlimited
Management Consultant

A small business website, many times, is the first impression to a potential customer. They will spend a small amount of time viewing your website before they decide to continue or bounce. In fact, they will spend approximately “50 milliseconds (0.05 seconds)” [1] before their decision. In this current age of technology, a website design is just as important as its functionality. Customers wish to see a website with desirable content and an appealing layout. They wish to have an experience that will offer them a solution to their problems, and your small business website should be able to present those solutions without confusion or frustration. This potentially boosts your company’s overall credibility.

When designing your website, consider six components that lead you in the right direction.

Our Entrepreneurship Team helps small businesses with all kinds of topics including digital marketing, like your small business website

Clean Design

The visual representation of your website must be aesthetically pleasing and provide a smooth customer experience. Your website needs to have an uncluttered layout, without whitespace. Distinct colors and typography can make the layout more user-friendly as well.

Easy To Navigate

Your customers need to be able to effortlessly navigate your website. One feature that makes it simple for users is a menu system. Your menu system labels the pages of your website with links, directing users to those pages. Your menu is usually at the top of the screen. Your small business website should also support a mobile view. Adapting your website to a mobile phone or tablet is essential for user experience because most people browse the internet on a mobile device.

Brand Consistency

A website must showcase the branding of your company. Branding is significant for your business, as it isn’t only a logo or colors. It’s your company’s identity in the market. Your brand identity must be consistent and reflect your company’s message and values. Your customers should be able to identify your company’s message and values whenever they enter your website.

Content Is King

Content shares a story with your audience. Your content should be high quality, captivating to customers, and curated to fit your brand. For example: a customer story that presents your solution to their problem could resonate with potential customers. Your content strategy could include images, videos, blog articles, infographics, a podcast, reviews, and other content that will prove your credibility.

Search Engine Optimization

Search engine optimization (SEO) is orienting your small business website to be competitive on search engines. Search engines. like Google and Bing, are the primary web space for users to find a website that fits their needs. SEO requires relevant keywords that fit the content that you are placing on your website. Search engines match the keywords on your website, and place you on their search results.

Social Media Integration

Your website may not be your only web presence. A social media page is a popular web space where you can connect with your audience. You can provide quality content and instantly contact potential customers. Integrating your website and social media can improve the user experience, where customers can gain more information and see the activity of your business.

An effective small business website can be the primary means of communicating your message to potential customers. It should confirm the credibility of your business, and the content should be inspiring and informational of your company’s work. Today, keeping a person’s attention has become more difficult, and your small business website needs to be optimized effectively to remain competitive.

Our webinar, Developing an Effective Website, can provide more insights into the key components you need for a successful website. It isn’t just about theory; it’s packed with practical advice, real-world examples, and interactive sessions. You’ll see how successful brands have built their online presence and learn from their experiences. Plus, our Q&A sessions provide you with the opportunity to get expert answers to your specific questions.

References: [1] Gitte Lindgaard , Gary Fernandes , Cathy Dudek & J. Brown (2006) Attention web designers: You have 50 milliseconds to make a good first impression!, Behaviour & Information Technology, 25:2, 115-126, DOI: 10.1080/01449290500330448