Small Business Website Checklist
Is your business getting the most out of its website? Squeak’s ten steps to website success.
1. Easy to use
Is your website easy to navigate? Does it work equally as well on a mobile as a desktop? Can users find the information they’re looking for and easily get in touch?
Make sure you’re not overfilling your website. Nobody wants to know all the ins and outs of your business and your industry. They want to know key information. What are the benefits of working with you? Can they get a feel for the potential cost? Can they get in touch?
Is your website idiot proof? We all have that one friend that can’t even figure out how to change the channel on the TV. Could they use your website?
2. Conversion focused content
Does your site guide the user? Is it clear what you’d like them to do?
Perhaps you want enquiries, or maybe to capture email addresses. Your pages need to provide enough of the information your audience requires, but not so much that you’ve already solved their problem. Entice them to leave their details or make an enquiry. Get them added to your marketing list. Turn a casual website user in to a lead.
3. Get your brand personality across
What is your business? Do you explain what you stand for? Can users see your values?
You can’t please everyone all of the time and so don’t try to. Align your business with other businesses that have the same values as you. Doing business with people like you is much easier than trying to stick square pegs in round holes. Often businesses offer very similar products and services, it is the values and personality behind a business that can make the difference.
Use your website to showcase your staff away days, promote your preferred charity, introduce your team and publish industry opinion pieces. Don’t be afraid to show people who you are.
Developing on the above point, the easiest way to show your brand personality is through video. Posting video to your website, or embedding YouTube clips is a must.
Many businesses are terrified of giving too much away. However, the more you give away, the more expertise you demonstrate. Offer value in your video, showcase your knowledge, but make sure you’re also showcasing your brand personality. Whoever you’re filming should know the values and tone of your business inside out. Leverage video in prominent positions on your website.
5. Where is your blog?
A blog is your opportunity to comment on current affairs, offer opinion pieces, share industry news, share team news and go in to more depth on niche subjects. Your not forcing anyone to read it but it is a great way to demonstrate the depth of knowledge and expertise in your business as well as showcase the different personalities that make up your team.
A top tip if your struggling for blog titles is to ‘Google search’ topics relevant to your industry or popular searches in your field. Scroll to the bottom of the results and look for ‘Searches related to…’ Google has just presented you with your next blog title!
6. Social media
As a minimum your website should feature links to your social media channels. One “mistake” we often see is businesses including Facebook or Twitter feeds on their website. In our opinion your social media should be about engaging with your audience, problem solving, providing an industry voice. If anything it should drive people to your website for further information. Why would you then present them the same content they’ve just been looking at?
However, a feature we’ve integrated on several websites are Instagram walls. A clever way of including a gallery on your website. You can choose to display your entire Instagram content in a tile format, or you could filter it by hashtags, so you know that when you’re posting content, if you include a certain hashtag it will feature on your website too.
We’ve used instances of this for individual staff members and for companies as a whole. This can be a fantastic way to show off finished projects, demonstrate work in progress and also show your team in action.
7. Contact information
Seems obvious, but is your contact information easy to find? Is it visible on every page? We’ve seen some websites that the only way of contacting the business is through a form on their contact page.
9. Monitor site performance
Have you got analytics installed? Make sure your developer has installed analytics for you. Your analytics will tell you where your traffic is coming from, the page they exit on and the most popular pages on your site. They’ll also tell you your most popular blogs and therefore what topics you should consider in the future.
All of our websites have analytics as standard. Some clients choose to monitor these themselves and others have us monitor them. Having that information is vital if your website is to become a critical tool for your business.
10. Great looking
If your website looks unprofessional and doesn’t represent your brand identity, don’t expect people to engage with it, no matter how good the content is. Nowadays there is no excuse for an ugly website. No matter what your industry, presenting your information in a way that is attractive to the user is vital to pull them in. There are so many other good looking distractions online, you have got to keep your users engaged!
The above list provides a starting point for your website. Think about the key goals for your business. Is your website helping you achieve them? Applying the above points should be a minimum for any website.
That wraps up Squeak’s Small Business Website Checklist. If you’d like to discuss a new website or an audit of your existing web presence, get in touch.
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