What makes a small business website successful?

In a nutshell website usability is the key to the success of a website - how easy it is to use.

Can visitors find what they are looking for? Are the pages/categories easy to figure out - do they come from the point of view of your site visitor looking for information or are they driven by the site owner's personal interpretation of what looks good?

So how do you ensure your website is "usable" for your customers?
Your website is an employee which is working for you 24 hours a day seven days a week - make sure you hire the right one. If you clarify the job description of your web site before you begin "hiring", you will be rewarded with a lucrative asset to your business. What’s most important? The list below will start you thinking:

1. What will your web site achieve for you?

Need to reduce time spent in customer service on the phone? You can promote your website as your primary customer service centre, helping to redirect queries that can be easily solved. An extensive FAQs (Frequently Asked Questions) section could feature prominently. Need to increase add-on sales? Your website could educate customers about using your products or services together for greater value. A little time spent planning a job description for your site will result in a website that works harder for your money.

2. Who is your customer?

What are they looking for from your type of business? Your website will have to appeal to them and speak to their needs. If your site clearly addresses your customers’ needs, visitors will spend more time there and will be more likely to become paying customers. How can your website add value for them? If you need ideas have a look at competitor websites and imagine you are their customer. Identify what they have done well and capitalise on their mistakes. Look at other websites that you like. How did they make such a good impression?

3. What do customers like best about your business?

Is it your high quality products? Your value for money? Your speedy customer service? Your friendly staff? Whatever it is your website should reflect those aspects of your business. They are what sets you apart. If you’re not sure why people come back to you consider undertaking a customer satisfaction survey to find out.

4. Do you have unique and relevant branding?

If not, develop a branding identity that will set you apart from competitors, starting with a logo that communicates the character of your business. The visual design of your website is an extension of your brand identity. Be sure your website is dressed for success and represents your business as nothing less than credible and professional. Bear in mind the key to a successful web site is usability.

5. Is your content fresh and relevant?

Your website text should be concise, focus on customer needs, and use language that your customers understand. If writing isn’t your thing, consider hiring a copywriter to massage your copy or even write it for you. Make use of images and video where it will be useful to customers. If you don’t have quality images at hand, consider hiring a photographer or buying stock photography. The impact of your content is critical to your website’s success both for attracting customers and for search engines.

6. Will you manage your own updates?

Keeping your website fresh provides a reason for visitors to return to your website. If you plan to make regular content updates, consider investing in a Content Management System (all Chilli Websites include a powerful CMS). It makes more sense to pay your website developer for ongoing development rather than simple changes to content that you can make yourself.

7. What is a realistic budget for your website?

Think carefully about your budget. Does it seem reasonable given your business goals? Think about the bottom line benefits in terms of potential cost savings as well as revenue potential. You can spend essentially any amount on your web site - from just $40 per month for a DIY Chilli Websites template site up to many thousands for a custom designed highly functional web site (contact us to discuss custom designed websites).

8. How can you promote your website?

First and foremost, put your domain name on everything! Letterhead, invoices, signs, sales tags, whatever you can. It’s much easier to remember a website address than a phone number. To attract new customers via the internet you’ll need to harness the search engines. Search engine marketing involves optimising your website so it’s visible to customers searching for your type of business (read our article on Search Engine Optimisation). If you’re looking at search engines as a major source of new customers you may also consider adding ‘pay-per-click’ advertising to the mix (contact us for more information).

9. How do you know if your website is succeeding?

After your site has been live for several months, quantify the gains generated by your website and identify the impact your investment has made on the business. Viewing your web site statistics you can ascertain how many visitors are viewing your site and whether that number is growing and/or how your marketing efforts affect your web site traffic. Always ask enquiring customers how they found your business. A website strategy is never really complete. You can always improve on the status quo. Set a regular schedule for review and don’t forget to budget time and/or money for strategy changes and ongoing development.


We encourage you to contact us with any questions or to get started on a web site for your business! -- or take a FREE Trial of our self managed web sites!

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