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What Makes A Good Business Website?

Looking to create a small business website? Follow these six steps to ensure your website connects with potential customers online.

So, you have a website for your business – or you are in need of one to bring your products or services to tech-savvy consumers. With more people shopping online and your competitors dominating the online space, there’s no doubt about it. You need an online presence to generate maximum profits for your business. Without a business website, your company won’t be taken seriously – and you’ll, most likely, decrease your chances of being found by potential customers. A fully-optimised business website will help you stand out online and compete with the big players in your industry who account for the majority of the market share. Design and deliver a business website optimised for search engines, and you will thrive online.

So, what makes a good business website? In today’s article, our talented designers share six simple steps to a successful business website design.

1) Streamlined site structure

Simplicity is the best approach when it comes to site structure. Don’t waste your time with clever and cryptic content; your readers will automatically switch off and leave your website without a second thought. Search engine optimisation (SEO), for example, is hugely involved once you get started. Our visitors aren’t interested in the inner workings of Google. They want to see the best possible results online. The same can be said for your visitors. Make sure you use easy-to-understand language for pages on your site – contact, about, FAQs, etc.

When developing a navigation strategy for your business website, you should consider the call to actions. Ask yourself this simple question; why have your visitors clicked on your website? Is it to buy a particular product? To sign up for a monthly newsletter, or perhaps send an enquiry email? Make your goals clear and informative to encourage increased engagement.

2) Keep it visually stimulating

When it comes to connecting with your audience, visual content does the trick every time. Customers expect to see high-quality, impactful, content – not endless streams of writing. Whether that’s impressive images, videos, or responsive design, get as creative as possible with your content. Try using professional photography on your homepage that reflects what your business is all about. You’ll draw people in the moment they click through to your business website.

Corporate website design, for example, is all about conveying information in a clear, concise and professional manner. It needs to capture the purpose of your business while giving your visitors a reason to stick around and explore your content. The challenge is finding the balance between corporate and creative.

3) Mobile responsive design

As mentioned above, responsive design is an essential element of your business website. Smartphones and tablets are driving a growing amount of traffic online, and that’s only going to increase as the demand for voice search continues to grow. 60% of search queries now happen on a mobile – if that’s not a reason to optimise for mobile search, we don’t know what is. When it comes to local search, people want to find things, fast. They are looking to find somewhere, buy something, or visit a location. If a searcher is looking for a restaurant on their smartphone, it’s likely they will want to eat within the hour. Your website needs to respond quickly, and appear at the very top of the search engine results.

Business website results for restaurants in London

Who else likes mobile optimisation (aside from your website visitors)? Google will reward your responsive website with higher rankings. Since mobile-first indexing was launched, earlier this year, Google will take the mobile version of your business website as the original version. Sites with better mobile optimisation will rank higher – it’s that simple.

4) FAQs

People have questions. How many times have you heard someone say “Google it” when asked a question they don’t know the answer to? Following commonly asked questions and feedback from customers, produce content that answers these questions. A great place to start is to conduct keyword research around your location and industry. This will give you a good idea of what questions people are asking Google and, therefore, what keywords you should include in your content. Typically, your competitors won’t optimise for question-based searches which gives you a real advantage.

5) Keep content fresh and relevant

Maintaining your website with content updates will ensure you appear relevant and active online. The majority of pages on your website won’t require constant updates. However, outdated, inaccurate content should be refreshed to maintain trust with customers. Your blog is a great place to begin. Post content that details upcoming company events, workshops, industry news, and product information, etc. This is a great way to show a thriving and engaging business that is serious about search engine rankings. Google rewards business sites that regularly update their content, so keep that in mind when designing your website.

6) Show the people behind the company

Adding contact information is seriously underlooked when designing a website. Having details regarding the physical address, email address and phone number will give your business website real credibility. Showing the people behind the business (i.e. your team page) will also do the trick. If you have an established company that employs many people, this is essential. Customers expect to speak to a person about a product through social media, email or phone. An automated computer message does not have the same personal approach to customer service. It’s also important that any contact information found on your website is displayed in the same way as on your Google My Business page. Don’t know what a Google My Business is…? Google it!

A business website that results in top rankings.

These six suggestions should give you a good idea of what makes a good small business website. Your website will bring success when optimised for search, has information that customers actually want to see, and encourages them to take action. By ensuring you offer an exceptional user experience, you maximise the chance of converting more clicks into customers. Got questions about business website optimisation? We’d love to help you turn your business website into a great success. Get in touch on 01226 720 756 to get speak to our friendly web development team.