Tips for Small Business Websites

If your small business doesn’t have a website, you’re inevitably missing out on potential clients and potential cash.

Already got a site? Good. Now, let’s talk strategy. Because the quality of that site could also be impacting your bottom line.

“Anybody can buy a Web platform and build a down-and-dirty site,” said Buffy McCoy Kelly, partner and creative director of Charlotte, N.C., ad agency Tattoo Projects. “But an (unpolished site) definitely colors the way you look to the world. It colors your value to the consumer. And it can definitely hurt you.”

McCoy Kelly and other experts in marketing, advertising and Web design were polled to compile a list of mistakes small-business owners often make when developing and maintaining their websites.

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Here are their tips, and a handy list of what not to do:

Visual mistakes

• Burying contact information: The whole point of the website is to be a point of entry for a customer. So don’t hide your phone number and email address at the bottom of one tab. And make that email address a hyperlink.
• Failing to embrace “white space”: In a layout, it can be as effective as type. If there’s too much vying for a user’s attention on a site, they won’t know where to go for the answer they needed. So simplify the visuals and focus on one or two key images and short paragraphs.
• Dead links: It’s a good idea to log on to your website from a different computer every once in a while and make sure that there aren’t any links that lead to sites that don’t exist anymore.
• Logos that spin or flash: All experts agree: Lose it now.

Content mistakes

• Too many words: In the “About Us” section, you should be able to give a crystal-clear picture of your business in one short paragraph, about four sentences. It’s OK if you need more space to describe complex, industry-specific products or services, but do it strategically in other areas of the site.
• Typos and grammatical errors: This is an easy way to alienate an audience. Have knowledgeable eyes scan your site to check for these potentially costly mistakes. It’s a service worth paying for.
• Failing to focus on search engine optimization: You could have a beautiful site, but without industry buzz words, you won’t land high on a Google search, McCoy Kelly said. Make a list of the top 25 keywords or phrases that define your business and industry, then build a plan for how to best use those keywords consistently.
• Stale content: Some businesses put up a site and never change it, leading to the question: Is the business still around? One way to show fresh content is to maintain a company blog that’s connected to your website. Another is to connect a feed of your social media updates to your site.
• Outdated calendars: Similarly, if you’re going to post a calendar, update it. If not, nix it.

Big-picture mistakes

• A site that doesn’t mirror your company culture: Don’t be afraid to be a little creative if that’s the culture of your business, but if you’re an attorney or run an accounting firm, projecting a playful vibe isn’t your best tactic.
• Failing to mobile-optimize: If you’re not going to develop a mobile app, invest in a site that works the same on mobile devices. Users hate it when tabs disappear, or when they’re forced to scroll left and right.
• Failing to incorporate social media: If you’re active on social media (and you should be), make sure your social media icons are visible and clickable.
• Being stingy: Buying a domain often costs just $12 to $15, but developing a top-notch website can cost thousands of dollars. But consider Web work the same as you consider advertising, experts say. It’s an advertisement of its own. And a well-built website can also be a money-maker

Do you own a small business and need a website? Do you have a website but need updating it? Contact KrissArt Marketing Design for a free consultation.

Posted in Small-business, Metro-business on Sunday, April 13, 2014 • www.timesdispatch.com