When we get asked about small business web design, there is a question that consistently pops up.
“Is web design for small businesses any different to web design for large businesses?”
The short answer is, yes. Although the differences aren’t too dramatic, there are absolutely differences between small business and big business web design.
Which is why we’ve created this guide.
We know that once you start learning about all the benefits of small business website design, that there is a part of you that just wants to jump in and create the site as soon as possible. The problem with this is that it often neglects proper research that will help your site in the long run.
So, what should you do? The first thing you need to ask yourself is “what is my target audience?”
Once you know what your target audience is, do a bit of research on what it is that appeals to them. For example, let’s say you are an ecommerce site that sells Televisions. Upon researching about your target audience, you discover that they are heavily interested in the ‘specs’ side of the product. This means that they want to know about things like the aspect ratio options etc. Now you know that you must include the information in your site’s design.
As a small business, your strength lies in your ‘niche-ness.’ Because you don’t have the resources of a large business to cast a wide net, you need to differentiate yourself by being a specialist in an area that no one else is.
In the context of your website, you need to ensure that this benefit is communicated clearly through your site’s content. An effective way to do this is to look for long tail keywords that are relevant to the unique benefits of your business and then include them in your copy.
For example, let’s say you own a restaurant shop in Perth that makes specifically organic food. The first step would be to create a Google Adwords account and use the “Keywords” tool. Search for “organic Perth” and see what comes up.
The next step is to choose some keywords and then weave them into the copy of your website. This will boost your SEO ranking.
When you create a new site for your business, you need to be conscious of the amount of traffic that is going to be heading to your site at any given time. This is because expecting too little traffic can create a huge problem down the road.
It is very common for small businesses (especially ones that are re-doing their site) to underestimate the amount of traffic that will be heading to their site once it is done. If the site is created correctly, with responsive elements and SEO practices in place, a big change in traffic can be expected. Many business owners think that their site is just going to look better or work better, but intelligent web design will increase the traffic dramatically.
So, when does this become an issue?
It becomes an issue when the site has not been instilled with the capabilities to receive a lot of traffic and then suddenly a lot of traffic comes to the site. In these situations, the site will crash and no one will be able to use it.
This is a horrible situation to be in. You’ve just spent all of this time and effort on a new site, you have promoted the hell out of it through other mediums and then two days after it has launched, it crashes. Suddenly all of the radio ads and print ads that have been promoting the site become useless, because no one can access it.
The way of preventing this from happening is to tell your web hosting service to give your site the capabilities to handle a lot more traffic than it needs. You can always go overboard in the beginning and then scale it back after the site has launched. And you have a better sense of the actual traffic that is visiting your site.
We hope these techniques help you get more from your website as a small business owner.
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