Time is at a premium for small business owners. With business owners being understandably focused on making sales, connecting with customers, and performing other operational tasks, marketing and website design often end up on the back burner.
Unfortunately, these busy entrepreneurs often end up with outdated or second-rate websites that they think about updating when they “have time.” This means that small businesses miss out on their desired business results, such as repeat visitors and increased sales, since 88% of web users say that a poor experience makes them less likely to return to a website. If small business owners had a professional, high-quality WordPress website design, they’d be in a better position to develop stronger, long-term relationships with their current customers as well as capture qualified prospects.
Having a great website has never hurt a small business. In fact, a great WordPress website design can generate new opportunities that will help a business to grow and move to the next level of operations.
The basic foundation of a good website is a professional, user-friendly design. Web visitors tend to agree with this sentiment, as 94% of people said that a poor design was the reason they mistrusted or rejected a website. If they feel that way about a website, how do you think they feel about the business behind it? Today’s customer depends on the Internet to solve many of their problems, and it’s important to instill trust in them quickly – and a winning website design is a great start. If you neglect the design of your website, you’re also neglecting the large segment of customers that relies on the Internet to achieve their personal goals.
With that said, customers are not the only ones that need to achieve goals. You want to reach certain milestones with your business, too. Small businesses want customers to understand the value they provide as well as be familiar with the company’s mission. A WordPress website is a great platform for small businesses to use to educate their customers.
Your website should reflect your business and the work you do. It should also be a driving force for connecting you with your customers. A well-designed website makes these processes easier for all parties. Not only do you get your business message across – your customer also comes away with the information they need in order to be comfortable enough to make a purchase.
So, have you updated your website recently? Does your business website need an improved design? Don’t wait! Improving your website design will also improve your ROI. (Not to mention it is actually cheaper than traditional media advertising, such as TV commercials or print campaigns.)
If you’re ready for a new small business website, your starting point should be to consider and set goals for the design. Here’s how to start:
Just like in your business operations, when it comes to website design, generic and ill-defined goals will have you spinning your wheels. Start by brainstorming specific goals you want to achieve along with the plan for how you will accomplish them. Remember that your plans should match your capabilities.
Some examples of business goals and how to reach them with your WordPress website design include:
Goal: Become a thought leader.
Plan: Post quality content and resources on the website, interact with industry influencers on social media, regularly update website, establish trust with customers.
Goal: Increase sales.
Plan: Create strong calls-to-action, develop a user-friendly website, produce powerful landing pages, increase conversions.
Goal: Improve interactions with potential customers.
Plan: Include an opt-in on the website to build an email list, present webinars, create educational content, offer live support.
These goals are just examples and are not complete plans, but they should give you an idea of where to start as you think about your new website.
Think about your ideal customer.
When thinking about your website goals, you always want to think about who will be visiting it and why. Really think about this. “Everyone” is not the audience for your website. Who really buys your products and services? Who is your customer? Your website and the content within it needs to appeal to your target audience, inspire them to trust you, and compel them to contact you to make a purchase.
It’s important to keep your goals in line with the resources that are available to you. For example, if you want to accomplish increased customer engagement through social media, do you have the time or expertise to harness the power of social media, or do you have the budget to hire a freelancer to handle your social media?
If you’re not confident in your ability to realistically accomplish a goal, start thinking about alternative goals that are more achievable based on your current talent pool and your ability to produce the right content.
By setting sensible goals and objectives for your website, you’re likely to end up with a website that increases your chances of success.