One of the best ways to create a lean and effective website is to consider each webpage as a separate, distinct, and potentially revenue generating entity. Your website should entertain and enlighten, sure, but its main purpose is to create and maintain a “call to action” that will result in sales. The smaller you are, the more important it is to keep your message clear and direct.

Website Tips for Your Small Business

Build your site carefully – Know what you want for each page of content, and refine your message by making every word count. Ask yourself what you’re trying to accomplish with your titles, keywords, text, photos, and captions.

Be (customer) goal oriented – Customers and potential customers can travel your site with the goal of doing any or all of a number of things. Develop the webpages you build with customer actions in mind. Is a visitor trying to contact you, make a purchase, or subscribe to your feed? Knowing the likely goal will help you determine what information and tools should be front and center on the page.

Create urgency – You see text and pictures on websites, but web content isn’t like newspaper or magazine content. An effective webpage should be spare and honed for a specific purpose. One of the most effective methods for getting a positive response from a visitor — a response that results in a sale or makes a sale more likely — is to create urgency. It may sound like something best left to the vacuum cleaner salesmen of the internet, but the beauty of creating urgency is that it really works. It’s a viable method for moving customers along a path that leads to what you really want out of cyberspace — sales. Words like “hurry” and phrases like: “call today”, “for a limited time only” and “click here” will give your webpages more of the dynamic urgency they need to turn browsers into buyers.

Make it easy to get around – Beyond understanding a visitors likely intent and creating enough urgency to turn that intent into additional clicks (and hopefully a sale), make your site easy to navigate. A good web designer can make navigation problems virtually disappear, and keeping the structure of your site intuitive makes it a lot more likely that a guest will come back or even stay an extra 30 seconds to peruse your FAQ page.

Keep it current – Broken links and outdated information are like shopworn merchandise at your nearest brick and mortar. No one wants to buy neglected goods, and worse, buyers will think twice before visiting again. Once you have a website, make the decision to keep it current. Know the difference between evergreen content and pages that will need to be updated or checked regularly.

There will probably be pages on your website that designed to be informational. That’s no reason they can’t be action oriented, too. When you urge visitors to visit your location at the same time you’re offering directions, you plant a subliminal cue encouraging further inquiry or action. One cue may not net you much, but multiple cues add up to a website that generates sales.

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