We’ve previously described why you shouldn’t ever build anything other than a minimum viable product at first when you set out on any venture. When you’re running a small business, this is even more important. You need to keep costs low while generating as much revenue as possible.
Many people see setting up a website as an expensive and time consuming project. If you’re running a small business and want a simple, professional website that attracts customers and improves your sales, you can do this quickly, easily and for less than £100 by obeying the following rules, which help your online presence to be lean and effective.
1. Only Give Your Users What They Need
How many times have you visited a website promoting a product or service and read all of the information every page?
Take a café for example. The most valuable information for your customers is opening times, the menu and the location. Do they really care about your history, latest news and what you have been posting on twitter lately?
It’s important to realise that there’s a difference between what your customers need and what your customers think they need. We’ve worked on countless web projects in the past where clients have told us what their users need. They are always wrong. The analytics of web applications developed this way clearly illustrate that many of the client requested features are redundant.
In order to avoid this, actually ask your customers what they need from your website. Only then should you start putting one together. Don’t waste your time and money developing redundant features.
2. Minimise your Attention Ratio
Every website should have at least one conversion goal.
A conversion goal is whatever you want the user to actually do when they visit your website. It can be anything, from submitting a form, to downloading a brochure, booking a table at your restaurant or making a purchase through your online store. Every aspect of your website should be nudging people toward conversion.
A good conversion experience is where your customers pay attention and execute your conversion goal. To create a good conversion experience, you need to keep your attention ratio as low as possible.
Attention ratio is the number of interactive elements on a page to the number of conversion goals.
Let’s take a critical look at some good and bad examples from our own website.
Currently, our homepage has an attention ratio of 1:36. There are 36 interactive elements on the home page, meaning our users are heavily distracted from our conversion goal which is for customers to get in touch with us and discuss their projects. We know this is bad. Homepages have a notoriously high attention ratio and you should never send your campaign traffic to your homepage. We are hoping to get some time to improve ours over the next few months to encourage more clients to get in touch with us.
Our Throneware Retail page has a more focused approach.
As you can see, the attention ratio of this page is 1:1. There’s 1 interactive element and 1 goal. The goal is to get a quote from us for our retail units and there’s 1 way to get to that goal.
By minimising the attention ratio on your website you not only increase your conversion rates and get more customers, but you also decrease the amount of work that you actually have to do!
3. Support Mobile Devices
The notion of a separate site for mobile users is quickly becoming outdated. A responsive website will adapt the display of its content to the size of the user’s device. This allows you to your target your audience on any possible screen.
A huge proportion of web traffic these days comes from mobile devices. Many small businesses don’t seem to understand the importance of this. A study by Neilson found that 78% of mobile searches for local business information result in a purchase. If your website isn’t optimised for mobile devices, then you are missing out on these potential purchases! Other reasons to support mobile devices with a responsive website include:
- Cost Effectiveness
- Improved Search Result Ranking
- Better User Experience
- Mobile Usage Increasing
- Future Proofing
- Google Downgrading Non-Mobile Websites
- And many more!
Basically, there are a huge number of reasons why you should make your website responsive and optimise its layout on mobile. It is an essential for any website these days and will continue to be in the future.
4. Optimise Your Website for Search
Your website is useless if no one can find it. Ensuring that your business appears near the top of the results in Google and other search engines is one of the most crucial aspects of your business’ digital presence. You can do this using Search Engine Optimisation.
Search Engine Optimisation is the process of maximising the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
There’s no science to Search Engine Optimisation. SEO is more of an art form and can take many different forms. Ranging from advanced topics such as keyword optimisation, to the basic things such as choosing a unique name when you start your business.
5. Treat Your Website as a Sales Tool
Your website is a sales tool and you should treat it as such. Your website isn’t a resource for customers to find out as much as they can about your business. It is a tool for you to convert their interest in your business into sales and ultimately, revenue.
If someone walks into your shop or restaurant, how do you persuade them to buy something? Do you overload them with information or do you skip the boring information and tell them the important parts that they need to know?
You should do the same on your website. Describe the benefits of your product or service and how it will help them in some way and let them buy it as easily and quickly as possible. A rule you should constantly follow is once potential customers have made it on to your website, make it as easy as possible for them to do what they came to do.
These five points are incredibly simple and easy to follow. There’s no shortage of web developers who can help you to set up a website, but if you are a small business and are spending more than £100 on a simple promotional website, ask yourself if it is really necessary. Keep your online presence lean and effective, rather than bloated and distracting.
How We Can Help
If your website isn’t performing as well as you’d like, or you are ready to set up a new website for your small business, we can help you do so for just £100.
How can we do this so cheaply? We are running an internship where we train our interns in the tried and tested techniques when it comes to establishing single page websites which follow the above rules. We guarantee that they will perform better than a traditional, more expensive website when it comes to achieving your conversion goals. If you’re looking for an example of a website developed using this technique, take a look at our Throneware Retail page.
All of the final work is reviewed by a permanent, experienced member of staff and the amount due is only payable 30 days after the website goes live! You’ll also get free hosting for 1 year and hosting at reduced annual rates after that. There’s no hidden costs and you only pay once for us to set up and create your website!
Due to the nature of this scheme, we have very limited availability. Contact us today to see how we can develop a professional looking, high conversion website for your small business for just £100.