6 Questions You Should Ask of Your Small Business Website
How much does your small business website contribute to your business goals, success, or income? What’s the return on investment (ROI)? How does it compare to your competitors website? Maybe you’ve already asked yourself and many others these questions regarding your website but did it lead to change and improvement? If you want to ensure success, then make these six questions the catalysts to turning your website into a leading business performer. If you struggle to answer these questions, then you might just realise why your small business website is a liability…
What Problem is Your Small Business Website Solving?
Your website should verify your position as an expert, as THE expert, the one person or business that can solve the particular problem that they have. What is that problem? What is the purpose of your business?
A dentist’s purpose would be to encourage and practice great oral hygiene while providing a person with a winning smile. A driving instructor would want to get nervous drivers qualified in a stress free, practical environment, a family law firm might want to ensure the families security for the future.
Ultimately your website should highlight the problem your business solves as that is why people are looking for your business or service. When people find you, provide them with relevant information that matches their needs.
Who is Your Website Solving it For?
There are far too many people in this world and online to make your website for everyone. Your website is not there to attract 2bn people, it is there to attract a select group of people who would qualify to receive your products or services.
The criteria may be:
- That the person lives within 30 miles of the physical location of your business.
- Women over the age of 50
- Men aged between 18 and 35 with income of £30,000
- Pet owners who take more than 5 holidays a year
- Retired couples with savings of £250,000+
As you can see the groups are completely different. Could you imagine sending a retired couple to a small business website designed for men aged between 18 and 35? By then the days of fast cars and even faster women are usually well behind them. The point is the website content needs to be relevant to the targeted group of people that you are looking to service.
Take the time to work out exactly who your ideal customer is. How old are they? What do they look like? How much do they earn? Where are they located? What do they do in their spare time? What websites do they use? What do they buy online? How do they search? What words would they use to find your website? What device do they use to search?
If you know your customers well enough then you can answer these questions yourself. Otherwise, create a questionnaire and ask some of your loyal customers, customers who you would like to replicate, to complete the survey so you have the real answers.
How are you solving it?
In other words what is in it for me, for the searcher? People don’t look at websites to hear about how your business has invested in a Wide area network for your regional offices. That means nothing and it does not solve the searcher’s problem.
If your business solves the problem of giving people winning smiles. Show it to them. Show what the smile was like before and after and what the patient had to say.
For nervous learner drivers, show your pass rate, show a video testimonial of a previous learner who failed with another instructor then came to you and passed first time.
If you are a pre eminent divorce lawyer who represents high earning females then highlight a successful case where you have done just that!
To find out more about how we work with Law firms and solicitors to win more highly profitable new clients while retaining existing clients and increasing sales view our legal marketing services
Fill your small business website with how you would get these results, what practices you put in place, what safety measures are in place, the qualifications that you have. Everything on your website should be there to reinforce you as the best and only person qualified to help them solve their problem.
What’s the most important thing people can get only from you?
Let’s not kid ourselves, in most towns there is always more than one choice for a service provider and with the internet, location often does not matter as searchers can access a pool of resources from all over the world.
So what is it that makes your business stand out? What is the unique picture that places you and your business head and shoulders above the competition, resulting in them picking up the phone and calling you?
That is what you want to highlight: your unique selling proposition. It should be front and centre so that everyone in your target audience, can see exactly why you are the very best at helping them solve their problem.
What is your primary conversion goal?
Each small business website page has a different conversion goal. It could be to sign up for an email newsletter, click on an advert, share on social media, pick up the phone and call, make an appointment, place an order. Whatever the chosen goal for the website is the content, structure and design of the website should support that end goal.
Why? Because if you have an end goal then you have something to measure against. If your goal is to get people to join your mailing list then you may have a goal to start with of 2% of visitors sign up to your email list. If after a set period of time you assess this and find that less than 1% of people are signing up then you need to make changes to improve on the conversion goal.
Small business websites are living, breathing organisms and are a fundamental part of your marketing arsenal. If you don’t have conversion goals then the website is pretty worthless. Set a goal and test and track
your website against that goal. If your website does not meet this goal then think about making changes so that next time it will.
Can a target web user find your website?
With all the effort that goes into designing a website for a specific target audience you want to make sure that the key demographic who you can help, can find your website easily. This means that you have to consider how your website is represented and indexed online. This refers to search engine optimisation.
Your website helps the user solve a problem, when working out who the ideal target audience was you should have a clear idea of the questions they would ask.
For example somebody looking for a dentist might be entering into the search engines; toothache remedies, fix broken tooth, dentist in local area, teeth whitening procedure.
There are hundreds of individual search terms that could be relevant to your business. The key is to select the ones that are the most relevant to the problems that you solve, have people looking for them and are commercially feasible to target.
By getting your website in front of the right people at the right time it means the chances of that individual impacting your conversion goals are much greater.
It is absolutely crucial to establish the marketing significance of your website so that you can plan & execute a strategy that provides results for your overall business goals. You also need to make sure it is consistent with your marketing efforts so that the overall business message or brand is seamless.
Just like running a business, maintaining a small business website is an on-going effort, not a one-shot deal. The sooner you realise the commitment, the sooner you will reduce the chances of being disappointed and increase the chances of success.