10 Things Every Small Business Website Needs

It’s 2020 and few things matter for small business owners more than presence in the digital space. You only get one shot to make a lasting first impression. So cliche, but oh-so-true!

What would a guest at your home think if your front yard was a wreck? Or worse, how frustrating would it be for them to wait outside in the heat (or freezing cold!) pressing a doorbell that doesn’t work? Before even entering your home, your guest is already getting sketchy vibes!

Your small business doesn’t have time for virtual ‘dusty front yards’ or ‘broken doorbells.’ As your digital doorstep, your small business website needs to be functional, inviting, and aesthetically pleasing…all at the same time.

Improve your user experience, grow your community, and engage your visitors with these tips. Here are the 10 things your small business website needs!

1. Provide a call to action, often.

Don’t take for granted how powerful it can be to read, ‘Try for free!’ ‘Sign up!’ ‘Get started!’ ‘Send me freebies now!’ ‘Learn more!’ 

A call to action (often referred to as CTA), allows you to encourage and navigate your visitors. After they read a blog post, provide a CTA that pushes them towards more content. Once a potential customer checks out your services page, drop a CTA that allows them to book a free consultation.

You should have a CTA on each page of your website so that your visitors always know where to go next and always have a suggestion of what action to take next instead of clicking away from your site.

(Our Let’s Chat button below is an example of a call to action in a prime location on our website!)

2. Stay secure with a SSL Certificate.

Whether you have a simple website or a massive platform, you need an SSL Certificate! An SSL Certificate confirms your identity, builds customer trust, protects your confidential data, and helps you rank higher on search engines— in fact, Google has already cracked down on websites without SSL. 

Have you ever landed on a website and in the search bar it says, ‘Not Secure!’ in big, red font? It’s not a good look for your small business website! 

No need to sweat. Installing a SSL is simple. Some website providers such as Squarespace provide a free SSL with your hosting plan. ⁣⁣And if you’re concerned about whether or not you’re protected, the C3 Social team can always help you out. 

3. Get visitors to opt-in to your email list

Social media is a fantastic tool you can use to grow your audience, build a community, and sell your products. BUT, if Mark Zuckerberg decides to call the whole thing off tomorrow, there goes your business! 

Your email list is the only audience you actually own. So, you must work to get your audience on your list. And honestly, having a simple ‘Sign up for our newsletter’ button probably won’t cut it. 

Use a freebie (aka lead magnet, aka opt-in) to get people to sign up. If you’re a fitness guru, create a breakfast smoothie e-book. If you’re a therapist, create a video of simple meditations that your audience can practice on-the-go.

Whatever your thing is, offer up some free, valuable content to entice your audience. And guess what, once they see how excellent your free content is, they’ll be intrigued to know what else you can do.

(Here’s an example of what an opt-in can look like on your website!)

4. Use high-quality photos

This one should be a no-brainer! Captivating images can do wonders for your small business website. And if you don’t have the budget or the skills to produce high-quality photos yourself, there are loads of platforms that give you access to free high-quality stock images. Give Pexels, Unsplash, or Pixabay a try! 

5. Connect to your audience with strong, on-brand copy.

Words are powerful! And knowing how to use words that resonate with your audience is essential. Add personality and show them what makes your brand unique. When a visitor lands on your small business’ website, they need to know that you’re speaking their language—instantly!

Insider talk, jargon, slang, and overcomplicated terms — none of it works if your audience doesn’t understand what you’re talking about. Your copy needs to speak directly to your dream client’s pain points. Don’t talk about ideas or theories. Be a problem solver so that your audience knows they’re exactly where they need to be.

6. Make sure your social media is easily accessible.

Research shows that customers have to see a brand at least seven times before purchasing. With the crowded digital space, how will you stay front of mind?  

Social media gives you the opportunity to show your audience what you’re up to all the time. And you don’t have to pay for fancy commercials or billboards to do it. 

Your website visitors shouldn’t have to search for you on social media. As soon as they land on your website, they should see icons for your social media accounts on the sidebar, footer, or header. Oh, and remember what we said about CTAs above? Adding a few of those to encourage visitors to ‘follow’ or ‘subscribe’ doesn’t hurt. 

7. Create an SEO strategy.⁣⁣

It’s not sheer luck that gets websites to the first page of Google search results. These companies have a solid grip on their Search Engine Optimization (SEO), which is imperative if you want your website to be seen by many.

According to Moz, the first page of Google captures 71% of search traffic clicks! That’s a wild number. Every page and post on your website should be designed with your SEO strategy in mind.

8. WOW your visitors with a professional logo!

⁣⁣Visitors form an impression in the first seven seconds of viewing your website. Your logo is often one of the first things they see. Today’s consumer is savvy. Shotty logos make you look like you’re not serious about your business! 

After all, if you aren’t willing to invest money into your logo, where else are you cutting corners? Don’t let your potential clients and customers make those kinds of assumptions. Having a high-quality logo that represents the best version of your brand allows you to be seen for the expert that you are! ⁣⁣

9. Organize your main navigation bar

Think of your main navigation bar as a map. If it’s confusing and unclear, your visitors will leave. It’s as simple as that. Create an experience that allows for easy navigation around your site so that your audience doesn’t have to think…just click!  

Make sure your main navigation bar is as simple as possible. Use secondary navigation bars or folders under the main tab to keep it organized. ⁣⁣We all know what it’s like to scroll through a website that feels like a maze. Remove this barrier for your potential clients or customers.

10. Don’t forget the custom favicon!

⁣Sometimes, it’s the little details that can make a huge difference. See that little icon on the browser tab? Pretty tiny, right? Well, guess what?! That’s called a favicon, and when you don’t have one, it’s an instant indicator to your visitor that you don’t have a professional website. 

As a small business owner, we know you can do it all, but you shouldn’t have to. Leave it to the C3 Social team. No seriously, we love this stuff! From SEO and social media marketing to website design and logo creation, we want to help you design a small business website that drives you toward success. Click here to see what we can do together!