Your small business has a website? Good! That’s the first step in getting online, building trust, and most importantly, growing your business. But here’s the thing: just having a website isn’t enough. The old adage “build it and they will come” does not apply to online businesses anymore. Now, it’s like opening a shop and not setting up any signage. Sure, you have a place, but no one’s going to know it’s there or what you’re offering. Good news? You don’t need to be a tech genius to turn your website into a sales machine. With just a few simple tweaks, you can go from “meh” to “wow” and start seeing results. Let’s look at how to improve your small business website, one step at a time.
1. Determine your website’s goal and target audience
Have you ever heard the famous line, “If you know the enemy and know yourself?” Business is a lot like that. You need to know your audience and your goals. Otherwise, you’re setting yourself up to fail.
Who are you trying to reach? Are you targeting local customers? A global audience? Busy professionals? Learners? Understanding your audience is key to designing a website that speaks their language and caters to their needs.
Once you know who you’re serving, it’s time to think about your website’s goal. Is it to make sales, capture leads, or build brand awareness? Your goals and target audience will guide everything your website does.
Pro Tip: A customer persona is always helpful in determining your target audience.
2. Update your website
Have you ever visited a site so bad or outdated that you immediately closed the browser? First impressions matter, and your website design is the first thing people notice. A poor-looking website will scare your audience before they see what you can offer.
If your website is cluttered, outdated, or full of ads, it is time to update it.
WordPress users, I have good news for you. You do not have to hire an expensive designer to create something that looks professional. You can do it yourself with visual page builders like Gutenberg (free) or Elementor (limited free).
Do not overcomplicate it. Keep it simple, clean, and easy to navigate. Your website doesn’t need to be flashy, but it should look trustworthy. If you are having problems, consider using an AI website builder to create an impressive new updated page.
3. Apply simple on-page SEO strategies
On-page SEO is all about making sure your content is search-engine-friendly while still being valuable to your audience. This is important if you want to get free traffic from the search engines. It’s not complicated, but it’s something many businesses overlook.
Here’s the key to successful on-page SEO: each page that’s intended to gather search traffic should be optimized.
Here’s a simple process to follow:
- Determine the target keyword for your page.
- Sprinkle your keyword and its variations in these key places:
- Title tag
- URL
- Introduction
- Once in one of the heading (H1, H2, etc.)
- At least once at the page content
- Review your content if everything reads well.
Pro tip: Don’t sacrifice readability for the sake of keyword optimization. Make it natural. Avoid SEO tactics like forcing a certain word count or obsessing over keyword density. Modern search engines are sophisticated enough to understand word associations, synonyms, and that pages vary in length. Focus on how your content will bring value to your audience.
4. Make your website faster
The faster your site loads, the better your chances of keeping visitors engaged. (Which in turn makes it rank higher and convert better.)
Here’s a simple checklist that ensures a simple business website is fast:
- Have I minified my code?
- Do I have a caching system in place?
- Have I added my site to a free Cloudflare subscription?
Keeping your website fast is crucial, and with just a few simple optimizations, you’ll keep your visitors happy.
Pro tip: These are usually achieved by using CMS plugins.
5. Apply simple conversion optimization on landing and product pages
Getting website visitors to take action can be tricky. But with a few simple conversion optimization tweaks, you can make the most of your current traffic level.
Start by optimizing your landing and product pages, since they give the most impact when it comes to your business goals. Here are a few easy wins:
- Clear Call-to-Actions: Make your CTAs obvious and action-driven. Use words like “Get Started” or “Shop Now” to tell visitors exactly what to do next.
- Social Proof: Add customer testimonials, reviews, or case studies to build trust and credibility.
- Copy That Speaks to Your Audience: Craft content that resonates with your visitors, addressing their needs and offering solutions.
- Smart Use of Images: Visuals are essential, but they should enhance your message, not distract from it. Choose images that illustrate your value, like product screenshots, workflow diagrams, or happy customers.
If you want to take things up a notch, consider hiring a landing page optimization agency. They can help fine-tune your design, CTAs, and user experience for maximum impact.
6. Add a blog
A blog has so many benefits. It is a space to share insights, answer common questions, and connect with your audience in a meaningful way.
Here’s why a blog is a must-have:
- Acts as a Conversation Starter: For people who don’t yet realize your product is the solution to their problems, a blog introduces them to your brand.
- Attracts More Visitors: Your landing pages can only do so much. A blog gives people more reasons to visit your site and engage with your content.
- Showcases Your Expertise: Sharing tips, guides, or insights positions your business as a trusted authority in your field, which builds trust.
- Increases the Chance of Brand Recall: Did you know it takes about 5 to 7 interactions with your brand for someone to remember it? A blog is a great way to keep your business top-of-mind.
- Supports SEO Efforts: Blogs strengthen your site’s topical authority, help you add internal links, and attract more shares, all of which boosts your rankings.
If you already have a blog, don’t forget to make it work harder for you. Adding CTAs in the middle and end of every article can guide readers to your products and services.
7. Never forget to be useful
At the heart of every successful small business website is one thing: usefulness. Your site should solve problems, answer questions, and generally just make life easier for your visitors. If it doesn’t, well, they will move on to a competitor who does.
Here’s how to make sure your website stays useful:
- Focus on Value: Every piece of content should offer something meaningful to your audience. Remember your readers first.
- Answer Questions: Think about the questions your customers frequently ask and address them directly on your site.
- Keep It Simple: A clutter-free design and straightforward navigation make it easy for visitors to find what they need.
- Stay Updated: Regularly review your site’s content to ensure it’s current and relevant.
Pro Tip: Invest in developing content that’s so useful, your competitors would probably charge for it. Your clients will come in droves—and they’ll keep coming back.
Parting Words on Your Small Business Website
A great website isn’t built overnight. Start small, stay consistent, and focus on what matters most: helping your audience. With the tips we’ve covered, your site will not only stand out but also grow your business in ways you never imagined.
Don’t let your website be just another forgotten page on the internet. Take charge, put these tips into action, and create a site that works as hard as you do for your business.