Your website is likely to be the first encounter that potential customers will have with your business, so you need to make sure your virtual shop window does the marketing job for you. However, just like an actual shop window, you want it to be visually appealing, and make it clear what you do without being too cluttered. This is particularly important for a small business.
Use of words
Obviously you do need to include copy on your website, but you need to ensure it is concise and to the point. Reading acres of text on a PC or laptop is one thing but it simply isn’t going to be viable to scroll through it on a smartphone or tablet. Organise your website structure so it is clear to your customers where to look for information, and make sure aspects like opening hours and contact details can be found easily. A good ‘about us’ page enhances a friendly feel that you are a real company, not just an anonymous e-commerce outfit. Set your tone of voice early on – you should be calm and professional but slightly quirky and family friendly. A few well-chosen, SEO-friendly words are far better than a long essay.
Use of pictures
In these days of social media shares and likes, a good image can be worth an awful lot to your business’ profile, so keep your graphic design a priority. If you are running an e-commerce business, make sure your product shots showcase the item to its best advantage. You can always write a great description of what the product’s features are, but if it isn’t visually attractive the customer won’t stop to read it. Don’t forget – you know all about it but they don’t! For your non-shop section, think about bold, large, high-resolution images that catch the eye.
Getting the balance right
A good website design company will make your site both informative and attractive and bear in mind: if people are finding out about you on the go, they may well be looking at a small screen on their phone. Responsive websites make it very easy to keep scrolling!