4 Key Steps to Improving your Small Business Website

At present, the number of small businesses across the United States has reached 28 million, with at least 22 million in the non-employer sector. These numbers would tell us a lot about how much technology has revolutionized the world of commerce over the years. With the advent of social media and marketing automation, it has become easier for just about anyone to set up a business.

Still, as the number of small businesses continues to grow, we should expect competition to intensify and make it harder for newcomers to scale. To get some measure of success, a small business has to optimize its website in order to generate more potential customers.

Let’s look at a few things to remember when sprucing up your small business website.

 

Content is indispensable in terms of converting visitors into leads. Your site has to have a good mix of text blogs, audio recordings, and downloadable e-books. This ensures that your prospects are continuously informed and nurtured throughout the sales process.

When creating a content strategy, you will need to know what your audience wants. This will depend entirely on the types of content that resonate best with the specific segments of your market. For instance, young adults or Millennials respond better to videos and GIFs, so consider building a content strategy that includes these types of informational material.

 

If you have been managing your website for quite some time now, then you’re no stranger to SEO. Sites that rank high in the search results are in a better position to attract more web traffic. The challenge here is for you to come up with a keyword list that could make your site visible to your ideal clients.

In this sense, long-tail keywords can help in optimizing your site for specific audience niches. If you’re promoting a small-scale cleaning company, the keyword “cleaning company” is too broad a search term. When you narrow down your keyword to “commercial cleaning company Toronto.” This has better chances of getting high-quality traffic since it engages a highly specific niche.

To get a good list of long-tail keywords, you can use tools such as Google’s Keyword Planner, SpyFu, BuzzSumo, and KW Finder. Sure enough, these tools are very useful especially if you’re building a content strategy from scratch.

 

Regardless of your target niche, your audience can be a great source of marketing intelligence. Since opinions matter in the world of business, you should always treat every comment or reaction from your audience as an opportunity to improve your products or services.

When a visitor leaves a comment on a blog post – even if it’s negative – you should be able to respond. While the main aim here is to get people to talk about your product or service, it also helps in bolstering your reputation. This adds to your brand’s authority, which in turn attracts more potential customers.

 

User experience is an important metric you will have to focus on if you want your small business website to produce more conversions. To retain visitors, effective web design is second to none. No doubt, your website’s appearance matters a lot since it helps visitors navigate from content to content and keeps them engaged.

Designing your website has to involve a great deal of planning. You also need to follow the principles of effective design that centers on better accessibility. When it comes to crafting a website, improving user experience is of utmost importance. For this, it’s important that you make your content highly readable by providing enough whitespace, using bullet points and subheadings, writing straightforward content, and using transition words or phrases that would keep potential customers engaged.

Considering the resources and manpower that you have at the moment, outsourcing your web development and web design tasks is a solution you would want to try out. Sure enough, it’s never too late to delegate these tasks and other core business activities to a service provider.

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