Scout for Success

Developing a Small Business Website - The “Big Four” Fundamentals of Website Success

The time has finally come when most small business owners realize that a well-designed business website is not a luxury or option, but a very necessary marketing tool in a highly competitive marketplace. By observing a few fundamental principles, your small business website can serve as the cornerstone of your marketing program - without draining your advertising and technology budgets.

The “Big Four”

There are four critical elements that every small business website needs to contain, whether it is being custom-designed by a professional developer or created using an online website development tool.

1. Attractive, professional appearance
With all the reasonably priced website builder programs now available on the Internet, a limited budget or lack of technical expertise is no longer a bar to establishing a business website. If you don’t think you can afford the services of a professional website designer right now, many domain registrars, hosting services and companies like Yahoo! offer reasonably priced and attractive template-based business website builders. Most of these programs are designed for non-technical users and will walk you through the basics of creating your business profile for publishing to the worldwide web.

By all means, retain the services of a reputable, professional website designer if your budget allows - but if it doesn’t, in the interim make use of one of the less costly alternatives and step up to the custom-designed level down the road. If you are in business you need a website NOW!

2. Streamlined navigation
There is nothing more frustrating to prospective customers than having to slog through a maze of misleading page names, overblown content and poorly linked sub-pages to find what they are looking for. As the searching seconds tick away, each one brings you closer to a lost sale and you can be sure that prospect won’t be coming back to try again.

Whether you are working with a professional web designer and content developer or creating your first business website yourself, be sure to sit down with pen and paper at the start and draft an outline of the site’s navigation structure. When building your initial website, keep things simple: an introductory home page, an overview of your products or services, a page providing some background about your business, and of course, the “Contact Us” page.

Again, you can always enlist the services of a professional designer and/or content developer at a later date. If you continue to put off publication of your business website while you debate about every page or sub-page you should add to the site, it will never get published and you will lose out entirely. Get the basics out there NOW and supplement that information later.

3. Well-written, informative content
Poorly written, confusing or inaccurate content will cost you sales by reflecting poorly on the professionalism of your business. If you are not a writer by trade or nature but need to create the initial content yourself, keep it brief and to the point. Provide descriptive information only for the time being, and expand on that at a later date when you can enlist the services of a professional content developer.

If you are working with a professional at the start, be sure that person understands who your target audience is and what you are trying to convey to them. Make sure your website visitors know on the Home page what your business does and which of their needs it can fill. Expand as appropriate on the other pages of the site, keeping in mind that the goal is to generate interest and sales leads, not to create an encyclopedia about your product or service. Sprinkle your content liberally with the “key words” or phrases that you think your prospective customers will be using to search for your services.

As another, non-visible aspect of site content, if working with a website developer make sure those key words are included in the meta tags of your site. These tags are part of the underlying programming code of your website, content that your visitors won’t view but the search engines will. It’s important to get these right, so odds of your site appearing in a prospective customer’s search results are higher. If you will be using a template program to build your website, be sure it has an option that allows you to add at least 6-8 keywords and a brief description of your business.

4. Graphic interest
Last but not least, remember that visual images are powerful selling tools, whether they are logos, photos of the products you sell or concept photos representing the services your business provides to consumers. Pictures can also generate interest in your business by putting a face to a name, as in including a photo of yourself or a group photo of your staff on the About Us page of your site.

If you have good quality pictures of your products, you can certainly use them on your website. If the quality of the photos you have is not quite up to par, it would be worthwhile to invest in having new photos taken by a professional photographer with the proper equipment and lighting. Remember, a picture really is worth a thousand words.

If you want to obtain very reasonably priced concept photos to represent your business or services (a group of smiling children for a daycare website; multi-colored buckets of paint for a painting business), be sure to check out iStockphoto (at http://www.istock.com). The pricing is great for these royalty-free photos and images, and the download process is a snap.

Now spread the word!
Once your business website is up and running, get the word out! Add it to your stationery, stamp the address on the outside of every envelope that leaves the office, email all your current customers and vendors with the address of your new site. Encourage them to visit and invite their input and comments. Add the web address to every print ad you run and tell callers about it in your voice mail greeting. Start using the website as the tool for business building it is designed to be, and watch your business grow!

Copyright © Kimberly Washetas - 2008