Your company’s website should be much more than just another advertisement. It’s a golden opportunity to make a strong first impression with potential customers!
Your website is your chance to tell prospective customers who you are, what your business is all about, and why they should choose you.
A small business should aim for a simple, clean, professional layout. Your website is often a new visitor’s first impression of your brand, so it’s important to keep these tips in mind as you’re crafting your new home on the web.
1. Love at First Sight
A small business’ website is more like an information pamphlet than an advertisement. Think of the homepage as the brochure’s front cover. If you try to put too much information on that front page, you run the risk of losing a potential customer’s attention. You have precious few seconds to establish who you are and what you do. Seize that opportunity to draw them into the inner pages, where you’re free to go further in depth about your offerings.
2. The Devil’s in the Details
Avoid stuffing your homepage with lengthy paragraphs. Identify a handful of key products or services that you offer that sum up the scope of your business. Briefly describe them, then link to an inner page where you can really get into the nitty-gritty. Customers won’t scan through several paragraphs of text to find information about one of the many services described within. Make it easy for them to know if they should call you! Help your viewers find the right service as quickly as possible by keeping it simple.
3. Hook, Line, & Sinker
Once a potential customer has identified the service they’re looking for, they’ll need to find out how to get in touch. Identify a few key actions you expect your potential customer to take and be sure to highlight information that helps them accomplish those goals. For example, if you own a restaurant, you will want to emphasize your menu, phone number, and address. Have a plumbing service? Highlight your most common services and your main phone line. This is especially important for customers viewing your site on mobile devices.
Above all, respect your customers’ time. Don’t overwhelm them with details when all they need is a quick overview to know they’re in the right place. Present them with the basic information they need, and provide opportunities for them to dive deeper when they’re ready. These steps help provide an optimal user experience, and help make a strong first impression.