It’s 2024. If you own a business, you should have a business website. It is a powerful tool for establishing an online presence and driving success. Before you build one, however, make sure to have a clear goal in mind. Your goal will guide your decision-making on the features that need to be included on the website. The objectives of a small business website go beyond mere online visibility; they encompass a strategic approach to achieving specific goals. Let’s delve into the key objectives that can elevate a small business website to new heights.
1. Online Presence:
Establishing a digital presence is often a primary goal for small businesses. A website serves as a virtual storefront, allowing potential customers to find information about the business, its products or services, and contact details. Many of your potential customers enter a period of research when they enter the market for your product or service. They will often go to Google or other search engines to find information that will ultimately shape their buying decision. Having a website allows you to capture their attention and make a good first impression as they do their research.
2. Brand Awareness:
Small businesses aim to enhance their brand visibility and recognition. A well-designed website with consistent branding elements helps create a professional image, making the business more memorable to visitors.
3. Lead Generation:
Many small business websites aim to capture leads by encouraging visitors to provide their contact information. This could be through newsletter sign-ups, free trials, or contact forms, enabling businesses to build a database of potential customers.
4. Showcasing Products or Services:
Small business websites are a platform to showcase the products or services they offer. This includes detailed descriptions, high-quality images, and possibly customer testimonials to build trust and credibility.
5. E-commerce and Sales:
For businesses involved in retail, a website can function as an online store. E-commerce capabilities allow small businesses to reach a broader audience and sell products or services 24/7.
6. Customer Engagement:
Building a connection with customers is crucial. Small business websites often include features like blogs, social media integration, or forums to engage visitors, share updates, and encourage interaction.
7. Local SEO and Visibility:
Small businesses with a physical presence often focus on local search engine optimization (SEO) to ensure their website appears in local search results. This helps attract nearby customers searching for relevant products or services. Local SEO is cheaper than targeting wider audiences. When done properly, it allows you to build trust with the people in your area, which can ultimately lead to more people buying from your website or going to your stores.
8. Educating Customers:
Small business websites serve as a source of information. They educate potential customers about the industry, the business’s expertise, and how their products or services can address customers’ needs or problems. You can do this through the use of content marketing such as blog posts, online articles, and integration with your social network and video marketing platforms.
9. Customer Support:
Providing online customer support through FAQs, live chat, or contact forms can enhance customer satisfaction. Small businesses can use their website as a platform for addressing common queries or concerns.
10. Analytics and Improvement:
Once the website and all its features are operational, the goal is to set baseline numbers and improve those numbers every year. By tracking website metrics, such as traffic, bounce rates, and conversion rates, you will be able to understand user behavior and make data-driven improvements.
While you can aim for multiple objectives with your business website, it’s best to focus on just a few while your website is new. By strategically aligning the website with the goals mentioned above, you can design a call-to-action feature that aligns with the goal. It also allows you to focus your efforts on driving traffic, measuring success, and tweaking your marketing strategies to improve results.
