Customers are generally top of mind for those running a business, but are you giving them what they need? It should come as no surprise that most people (97 percent, actually) research products or services before buying. Yet, many small business websites miss key elements consumers look for in an initial review.
Don’t overlook the basics:
- Hours of operation: Customers don’t like showing up to a closed store.
- Correct address: Drop the breadcrumbs, so they can find their way.
- Phone number: If they have a question and can’t find your number, you’ll be out a potential sale.
- Easy navigation: If you make them dig, you’ll lose them.
- Redecorate once in a while: Sites need updating to keep things fresh.
Passing or failing a consumer’s test in that first look review could mean the difference between them staying and buying, or moving on to your competitor. And, since research can be done from a desktop, laptop or tablet don’t overlook the tiny—but very important—details on every device.
Easy Website Fixes
Crowded places tend to be loud, confusing and chaotic—often causing people to scurry to a more orderly area. Websites are no different. If a site is overflowing with images, colors and giant blocks of unnecessary text, it obstructs customers’ views of whatever it is you really want them to pay attention to, and they end up lost in the frenzy. This creates uneasiness and stifles the desire to be there at all. Bad design is bad functionality, and that equals lost customers.
Websites should be uncluttered, easy to navigate, and have a clear call to action. Good design is a well-balanced combination of images, copy and white space. Concise content and some breathing room between images and text create a welcoming online experience that invites action. With just mere seconds to grab their attention, be thoughtful about your approach and make it count.
- Limit the color scheme.
- Use few fonts.
- Stay away from flashing graphics.
- Embrace whitespace.