Not all businesses can afford a snazzy massive website from the get-go. Especially small businesses that are just starting out. With tighter budgets, but still the need to maintain a solid online presence, small businesses need to invest their website development dollars wisely.
Assuming you have already addressed the e-commerce website solutions your business needs, there are three other vital areas you need to invest in to make sure your site is geared to make profits — because otherwise you’re leaving money on the table.
1. A Quick Load Time
Your website needs to load in seconds. In five seconds or less, to be more specific. The importance of this can’t be stressed enough, given that each extra second your business’ website takes to load means more potential customers who will click away in impatience.
Which will increase your bounce rate and, more importantly, mean that they never see your products or services.
So have your website developer and graphic designer hold off on any huge visuals or multiple flash elements that may bog down your site’s loading time. This doesn’t mean you can’t invest in some nice graphic elements, just that you need to be smart about what you can use and what your site can handle.
2. Be Easy to Understand
Your small business can have the most beautifully designed website, but if customers can’t immediately assess what it is about they won’t stick around long enough to make a purchase or learn more. How can you keep your visitors from being confused? Define the purpose upfront in your copy, but also make sure your overall design is in tune with that purpose.
Your website should also not immediately confront your visitors with a multitude of links. Keep your main menu bar sleek and intuitive with five to seven options, then use submenus as needed.
3. Have a Clear Call-to-Action
The best website development in the world won’t funnel customers at the rate you need without an explicit call to action. Tell your visitors what you want them to do next. Use clearly worded text and directional cues, such as arrows, to let them know how to proceed. This call-to-action should always be in line with the main purpose of your site.
Multiple calls-to-action are great — as long as they aren’t on the same page of your website. More than one tends to confuse visitors. Remember, confusion never closes the deal.