It is a common thought for many small business owners that because they have a website, it is automatically working for them and projecting the right message. We hear from a lot of business owners that are shocked to learn that their site is really not optimized nor is it really helping their bottom-line more than just as a decoration.
You see there is actually a lot to making a proper small business website that gets overlooked by typical web development teams. There is a notion that flash, lots of crazy graphics, and enough effects to make George Lucas impressed is actually good for the user experience. Many of our clients come to us with the opinion that they need to “Keep Up With The Jones’” and need a cutting edge website that is truly a work of art just because every other website they see in their industry have these features. This is where we feel ethically obligated to consult with the client and explain to them why that may not be the best idea.
Don’t get me wrong, there is nothing wrong with projecting a professional image and wanting a website that will make you proud. However, at the same time your website should be a working asset for you that is tailored to help your bottom line. Here are some of the top mistakes we see small business owners making with their websites when they come to us:
- Misuse of prime web real estate
One of the worst sins that a small business website can make it to misuse prime real estate at the top of the page. The top of your home page should serve 4 main purposes:- Have a logo and branding and say who you are
- Have a phone number or preferred contact
- Direct your visitors to where YOU want them to go. Whether that is a lead capture form, sale announcement, or unique sales proposition that makes your company unique.
- Have a general navigation with all of your website’s important links.
- Colors that make your visitors want to leave your page
Often times we have small business owners come to us with colors that simply don’t translate well to the web. Large areas or fluorescent colors, bright yellows, overly dark color schemes as well as litany of others, simply are not the best choices to keep a visitor on your page. The page should be warm, inviting, and friendly while staying true to your brand. - Having elements on your page simply because you have seen other businesses do the same. As owner of YOUR business, you know it better than anyone. Everything on your website should be true to your business while also working to help YOUR business's bottom-line. That’s not to say that you shouldn’t put trust badges and other industry standard emblems on your site but rather you need to make sure that everything on your site is adding to the visitor experience and ultimately helping you become more profitable.
The above list is just a small sample of mistakes that small business owners make on their websites by not properly optimizing them. There is a litany of other mistakes that we see on a weekly basis that are easily fixed but can have long lasting positive revenue implications. Often times the smallest changes that are done with purpose, can yield tremendous results. If you are a small business owner and would like us to do a free website consultation to help increase your bottom-line please contact us here. We would love to hear from you.
