Small businesses typically have much smaller marketing resources compared to larger companies, but fortunately, websites can help them compete better. However, business owners should decide what type of website they should have. When it comes to developing a website, owners of small business should ask themselves many questions. They should know things that need to be published on the web and what are potential values of websites that can positively affect their businesses. However, there are some mistakes that can render a business website ineffective.
- Undefined website purposes: Unfortunately, purposes are things that website owners seem to overlook when they plan the website. Small business owners may think that they know what they want, but there’s a possibility that they simply miss the mark. Before building their website, it is important for business owners to define the purpose of their website. This should help them judge whether the website is successful or not. This should also let them know what things that can make the website more useful and successful. There are different purposes of websites, such as for promoting our products (advertising), selling our products online (online retail) and supporting our business (customer support).
- The website doesn’t communicate well: This could happen on websites with undefined purposes. Our website doesn’t communicate well if we don’t have effective and relevant content that sells our business. From the owner’s point of view, this may include what we sell and what we do. One of the most crucial details is the pricing for what we sell and what we do. Websites should also communicate their locations, especially if it is a brick and mortar company that has an online presence. Another important thing that we should communicate is a unique selling point that makes our company different than the competition. Unique selling point may include “we offer the best service in town” or “we have these unusual ingredients/components in our menu/products”. The Internet is also driven by content and the business website itself should also be unique compared to websites of our competitors. Not only we need to have unique content, the website layout should also emphasize on our unique selling point, so customers will immediately see the difference. Content is king, so we should know what’s relevant and appropriate for our website.
- We don’t get into the customers’ shoes: Websites with undefined purposes and uncommunicative design will lose touch with the consumers. It will be very hard for business owners to better understand their customers. Business owners should know that potential customers are always looking for ways to trust them. Customers also want to know whether we have real expertise in our particular market. Potential customers are also looking for first impression, so our business website shouldn’t fail to impress.
In essence, our website should be good in communicating with potential customers. It means that our website should have some substances to it and this should give our website users a complete confidence in our business.