How to Improve Your Small Business Website

Websites are the marketing lifeblood of any business today. This is where your customers go to learn more about your products or services, validate your company or just find the best way to contact you. It is a hub for your social media, acting as a springboard to social platforms and a landing point from them. It is the one marketing tool that can make or break your business. 

In this article, we’ll talk a little more about how to improve your web presence and make it a powerful tool for your business. 

An Eye for Design

Again, your website is an online representation of your company. It needs to mirror your brand and invite visitors to learn more. Clean, easy-to-navigate design is critical to a successful website. Test and navigate the site as your clients would. Ask the following questions: 

  • Does the site flow in a logical order?
  •  Are the calls to action clear and easy to find? 
  •  Does the site use a balance of imagery and copy to tell the story?

Your current website should check all of these boxes.

Content is King

Websites exist to provide information about your business to your audience. Providing engaging, well-written content will not only build your brand’s exposure, but it will also position you as the authority in your industry. An added benefit is that it will help with your search rankings as Google puts more weight on websites that provide relevant results for the terms or phrases that people are typing into search engines.  The more weight Google assigns to your website, the higher it will rank on search engines. 

Get the Word Out

Having a strategy for optimizing your site so that you can be found in the crowded world of search is vital. You hear a lot about SEO, or search engine optimization, which is the process of optimizing your website for organic, or unpaid traffic. Your website can rank well on Google “organically” by providing strong, relevant content on site that people might be searching for. 

Search engine marketing (SEM) is another option to help people find you. SEM is when you pay to move your site up the rankings via Google Adwords or other paid advertising such as Facebook or YouTube ads. It is best to consult with a professional digital marketing company to help construct an SEM plan that works for you and your budget. 

Keeping the Site Fresh

An easy-to-use content management system is a must for any small business website. You want to have control of your ongoing content changes and you shouldn’t need the skills of a web developer to manage changes. Again, content is king! You don’t want to put forth the effort of redesigning your website to then just let it sit for years and grow stale. Announce that big client you landed or the new product launch. Your site is a living, breathing entity and needs to be updated often.

Measure and Adjust

Every small business website should have a way of measuring engagement such as Google Analytics.  You should be able to answer these three questions:

  • How many visitors has your site or individual pages received?
  • Where did they come from?
  • How long did they stay on the site?

This is all valuable information when it comes to decisions on what is working on the site. It also provides insights into what your audience wants to see more of.

Studio PFG from ProFromGo is the ideal platform for small businesses that want more out of their website. Great design, easy-to-use content management system, all at an affordable price. Now more than ever, you want to make sure that your web presence is truly the best representation of your business. To learn more contact ProFromGo today.

Rob Donaldson
About the Author
Rob has been a part of the multimedia industry for over 30 years and is now the Director of Operations at Vendilli. You’ll find him shuttling his kids to and from sports and activities or somewhere in the outdoors skiing or mountain biking (if he’s lucky)…
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