Why your website shouldn't be your neglected middle child

Truthfully, when did you last review (or even look at) your own website? A website serves as a digital storefront for a business, allowing potential customers to learn more about their products or services, view their portfolio, and contact them for more information. Small business’s websites are often the overlooked, under-appreciated middle child while the favourite child (Instagram) gets all the hype and attention. Here’s why that needs to change…

First impressions matter

Whether we like it or not, we make judgements on things in the blink of an eye. Your website is often the first point of contact with potential customers. It's important that your website makes a good first impression, as it can greatly impact a potential customer's decision to do business with you. A well-designed website with clear navigation, easy-to-read text, and high-quality images can convey a sense of professionalism and reliability.

Increases credibility

A good quality website can increase a small business's credibility. A website that is outdated or poorly designed can give the impression that the business is not professional or trustworthy. On the other hand, a well-designed website can give potential customers the confidence they need to do business with a small business.

Builds brand identity

A website is a reflection of a small business's brand identity. It's important that a website is designed in a way that reflects the business's brand, including the colours, fonts, and overall look and feel. A consistent brand identity across all marketing channels, including the website, can help establish the business as a trusted authority in their industry.

Provides a 24/7 sales platform

A website provides a 24/7 sales platform for small businesses. Potential customers can visit a business's website at any time to learn more about their products or services and make a purchase. This can be especially beneficial for businesses that sell products or services online, as it allows them to reach customers around the world.

Improves SEO ranking

Search Engine Optimisation (SEO) is the process of optimising a website to improve its ranking on search engines like Google. A good quality website can improve a small business's SEO ranking, making it easier for potential customers to find them online. This can be achieved through various tactics, such as optimising website content for keywords, building backlinks, and ensuring the website is mobile-friendly.

Facilitates customer communication

A website can facilitate customer communication for small businesses. By including a contact form or chatbot on their website, businesses can make it easy for potential customers to get in touch with them. They can also include an FAQ section or a blog to provide customers with answers to common questions.

Showcases portfolios and testimonials

A website can showcase a small business's portfolio and customer testimonials. This can be a powerful tool for attracting new customers and building trust. By including high-quality images of their work and featuring testimonials from satisfied customers, small businesses can show potential customers what they're capable of and why they're the right choice.

A website is still the first port of call for most prospective customers to find out about what you’re offering. You wouldn’t leave rubbish in your shop front, so don’t leave typos on your homepage! It's important for small businesses to invest in a website that is designed to align with their goals and values, and to ensure it's maintained and updated regularly to guarantee a positive user experience.