In some ways, the features that make a website a good website vary from one small business to the next. Every small business serves a unique market, and your website should reflect that. But there are a few key basics that every small business should demand in their website regardless of market if you want to be competitive in your market.
Whether you already have a website or are thinking of getting a new one, these are the key questions you should be asking:
- SEO? While optimizing your site so it appears high on the list of results that search engines return for their users may sound easy, it’s actually fairly complicated—especially because search engines like Google are constantly changing things to perfect their search algorithm. Are you positive your website is optimized for SEO best practices.
- Leads? Can you prove your website is driving leads for your business? If not, it can be almost impossible for you to understand its cost vs. value. Like any other investment you make as a small business, the numbers should add up. Make sure your site includes a system that allows prospects to enter their information to ask for services and assistance. Lastly, look into pay-per-click (PPC) for your website and determine whether your site has the built-in capabilities to prove where the leads are coming from.
- Copy? Words matter, and they especially matter on your website. So what is your website saying about you? Have you personalized it for your market? Does it convey what makes your company unique and special? Does it make a potential customer trust you? And lastly, are you leveraging keywords effectively so you show up first—and not your local competitors—when potential customers go searching for the products and services you offer?
- Products and services? Does your website effectively display the products and/or services you offer? Are you able to quickly and easily update your site to reflect what is current? If not, are you showing your customers outdated products or services no longer available? Today’s customers want to be able to research their options—this is an easy but important opportunity for you to be their partner in getting the product information they need.
And lastly, a bonus question—do you have a website at all? If not, why don’t you? Better yet, if you have a website, are you putting resources into promoting it via PPC and other services that make you stand out against competitors?
As more and more people turn to the internet to not only find service providers, but to do research and find someone they trust, it becomes that much more important for you to have a strong web presence.
The truth is, if you’re failing any one of these questions, you could potentially be sending potential business prospects to your competitors, even if these prospects would typically already be inclined towards your brand. That’s why it’s important to ask questions regarding your website, whether it’s new or old.