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A website is a vital part of any business. For small businesses, it is a fundamental piece of marketing and branding efforts. A website should be engaging and provide visitors with the answers they seek. A well-designed website does these things, and a poorly designed website results in a loss of potential revenue. The goal of a website is to attract new visitors and convert those visits into sales. A professional website puts your business in front of new faces, authenticates your business and extends your brand.
Tips for engagement
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You want your website to make a good first impression. Create a website that engages visitors and makes them want to come back. Plan out the structure of your site, including images, content and call to action elements. Optimize your site for client engagement, gently nudge them to take the actions you wish, in order to generate new business:
- Structure – A well-organized site makes navigation a breeze. When a site is intuitive, the flow of information is enhanced. This helps client conversion.
- Content – Content should be concise. Your homepage should not contain over 400 words of text. Provide a concise overview, so visitors can get a feel for your business, what you do and offer, within a few sections. An eye-catching image or logo that makes a lasting impression never hurts, but you do want a nice balance between text and images.
- Options – Studies show that fewer options are better. Visitors are less likely to actually engage with your site if there are too many choices. Decide the next step you would like a customer, potential client or visitor to take and make that your focus. Don’t leave it up to the visitor to decide from a lengthy menu of options. Make the path clear, and they will follow.
- Mobile – It is essential that your site is mobile friendly. People are doing an exceptional amount of browsing on their phones these days. A site that is not compatible with a smartphone could lose you a lot of potential customers. Do not fret too much. Most website tools ensure your site works on mobile devices and tablets.
Avoid these mistakes
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Regardless of the quality of your products or services, a poorly designed website can push customers away. Avoid these pitfalls:
- Speed – When your focus is on getting the website done over making a user-friendly site, you could suffer the consequences. Research your target audience and specific market and design your site for that services their needs and desires.
- Unfocused – A flashy and overcomplicated site will wear visitors out. Create a focus so customers are able to easily figure out the next steps.
- Clarity – Content and any call to actions should be clear. Tell visitors what to do next with clear, concise calls to action. Keep it simple.
- Unprofessional – Keep your content up-to-date. If you make your own website, use a reputable website builder. You don’t want your site to look unprofessional.
Having an impressive, easy-to-use website is key to attracting new customers and facilitating return customers. Keep your site engaging and avoid some of the common pitfalls of a poorly designed site.