According to data from the U.S. Small Business Administration, there were 28.2 million small businesses in 2011, yet a 2014 study from E-Marketer, Barlow Researchers, the U.S. Census Bureau and Jupiter Research reported that only 53 percent of small businesses currently have websites.
While word-of-mouth can be beneficial in attracting customers, an innovative online presence is crucial to the success of any business, as it allows current and potential customers to find information in a fast and convenient way. For business owners planning to launch a website for the first time, or for those who already have websites, here are some of the most important -- but often forgotten -- elements all small-business websites should include:
- Responsive Design: Many people today access the Internet on mobile phones and tablets, which is why a small-business website must be compatible with these mobile technology devices. According to the latest data from vSplash, there are 138.5 million people in the United States with smartphones, yet only 23.4 percent of small businesses have a mobile-compatible website. Even though that number has grown from only 5.6 percent the previous year, more small businesses need to either create a mobile site, or develop a website with a responsive design to keep up with the technological needs of customers.
- Clear Description of the Business: It’s important that customers who visit a website can immediately decipher the type of business and its offerings. “A lot of sites fluff up the content, but don’t get to the point in a short, concise way,” says Casey Kaliszewski, interactive designer at Doublespace, a brand strategy and digital agency in New York City. “People don’t read long paragraphs.” If the information is clear, concise and easy to find, potential customers are more likely to remember the business and return to the site.
- Up-to-Date Contact Information: Tech-savvy consumers have come to rely heavily on the ability to send emails and make phone calls on the go. Small-business owners must ensure their contact information is not only available on their site, but easy to find. According to vSplash findings, 60 percent of small-business websites in the United States are missing either a local or toll-free telephone number on the homepage, and 74.7 percent lack an email link on their homepage. Websites without this crucial contact information risk losing out on potential customers who do not want to have to search the site for it.
- A Business Blog: A blog is an easy way for businesses to drive additional traffic to their site and keep their content new and relevant, which is something Kaliszewski believes is very important for small businesses. “A lot of small businesses put up a site and don’t update it, or update it with content that isn’t relevant to their customers,” she says. By keeping information up to date and engaging, businesses are more likely to attract new and current customers. In fact, according to an infographic from the digital asset management solutions provider WebDAM, B2B companies that have blogs generate 67 percent more leads than those that don’t.
In today’s tech-savvy and fast-paced society, these helpful tips are sure to be a big hit among potential and current customers, both increasing web traffic and enhancing their overall experience visiting your website.