5 Common Problems with SMB Websites + How to Fix Them
Small Business Websites Lack a Strong User Experience
Your website is still a critical touch point in your sales process, giving you the opportunity to connect with potential customers and demonstrate your ability to deliver an amazing service. Maintaining a website that connects with and converts leads is crucial to growing your business.
After building and maintaining hundreds of small business websites, we’ve seen several patterns emerge. These five common problems that can negatively affect your website’s performance. The good news is that these challenges are easy to solve with a little time and the right resources.
Poor Mobile Experience
83% of mobile users say that a seamless experience across all devices is very important and yet only 17% of websites are considered mobile friendly by Google.
When building your website, take into consideration all screen sizes and build it according to the latest responsive design standards. Now more than ever, people are accessing websites from their mobile devices. Today’s tech tools make it easy to build beautiful looking mobile websites that result in positive interactions with your brand.
How to Fix It: Invest in mobile responsive design so your customers have the best experience on your website on their devices.
Missing a Clear Call to Action
Conversions require a relevant call to action (CTA) that’s easily visible. A call to action moves a customer closer to working with you. Potential customers won’t be inclined to take the next step if it’s unclear what they should do next.
Is the first step in your buyer’s journey educational? Perhaps they should download a free guide or review product specs.
Is your product highly customizable for the unique needs of each client? Perhaps you want to highlight case studies that demonstrate your ability to partner with customers and solve complex problems.
The customer journey is different for every business. It’s your job to test and understand what moves them closer to becoming a customer with the right CTAs placed strategically around your website.
How to Fix It: Make it clear and obvious what you want the website visitor to do. Include several different types of CTAs throughout your site. Measure and track your progress to see what performs the best.
Zero On-Page Optimization
Optimizing for Google strengthens consumer trust and value. When a business ranks high in organic search results, it generates a certain level of trust, respect and credibility which are necessary for brands relying on digital channels for leads.
Visibility on the internet involves technical and creative and strategies to encourage traffic, leads and sales – but optimization isn’t one and done. It’s an ongoing task. While the frequency of these updates will be determined by the competitiveness of your specific niche/keywords, you must make this a priority.
How to Fix It: Make sure you periodically update on-page elements like title tags and meta descriptions. Keep the content (blogs and case studies) and imagery updated as well.
Completely Ignoring Your Small Business Website
As many small and mid-size businesses discover, managing and maintaining a website can be especially challenging if you don’t partner the right professional. Front-end content updates are essential to demonstrate your expertise. And technical support ensures your site remains up and running.
Without the proper support, many websites are left for dead. Your website should do more than simply exist! It’s a tool that can communicate valuable information about your business and your services. It’s easy to spot a website that hasn’t been touched: the graphics begin to look dated, blog content is old and the mobile experience is less than ideal.
How to Fix It: If you’re unable to hire an in-house professional, it’s best to outsource this work to a trusted partner, freeing up your internal team to focus on what they do best.
Not Giving Visitors a Reason to Stay on Your Site
Do the visitors of your website leave after just checking out a few articles or pages?
Do they spend significant amounts of time surfing your website?
A little more than half of all website visitors spend less than 15 seconds on any given website, and we obviously want these visitors to hang around longer than that.
Publishing original content such as blog articles, case studies, podcasts, videos or white papers gives visitors a reason to explore your website. As you build trust and credibility, your website becomes a more powerful sales tool for you. Search engines continue to reward new content, so keep this in mind if your goal is to attract more organic traffic.
How to Fix It: Develop a content strategy to position your SMB as a thought-leader. Commit to something manageable, even if it’s one new piece of content per month.
Next Steps for Your SMB
Remember that a website is always in development. The time and energy you spent on your current website was not wasted – it’s a great place to start. Now is the time to update your site so it converts leads and grows your business.
Hopefully the tips above will help improve website conversions. Have more questions about improving your website? Reach out to us directly.
Editor’s Note: This article was last updated in April 2021.
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