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7 Must Haves When Designing Your Own Small Business Website.

Posted by Elizabeth Bushard - 11 October, 2017

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Designing your own website for your small business can be daunting. Where can you find the time? As a solorpreneur, you are wearing all the hats and taking care of every aspect of your business. Here are 7 tricks to get started on your own small business website. By taking care of these things ahead of time, it will make your website design journey way smoother.

Contents:

  1. Branding
  2. Organize Assets
  3. Metrics and Goals
  4. Identify Personas
  5. Value Proposition for Personas
  6. Lead Conversion Vehicles
  7. Keywords

1. Branding

Make sure your branding is on point. I like to use two stand out colors and three base colors to get started with any web project. Just starting out? I suggest using Pinterest to look at color inspiration boards. There you can find the HEX codes and color palettes already put together in attracting arrangements.

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Pinterest is a great resource to search for color palettes that interest you or based upon certain images. You can also find inspiration from images and then check the colors using an eyedropper tool.

(Not sure what an eyedropper tool is? Check out the Google Chrome add on here.)

Established businesses, you will already have your own branded colors but it is important to document them within a brand board.

 

BB example

Create one using a brand board template that houses all of your brand assets into one document. This will save you time when searching for colors, font names, inspiration and logo types.

 

2. Organize Assets

Have all assets you will use for your website design in one place. Whether that is an organized folder on your computer with multiple separate file folders or Google Drive.

A suggested list of folders could be;

  • Branding
  • Photos
    • Website Images
    • Custom Photos
    • Advertising Images
  • Marketing
    • Content Offers
    • Blogs
    • Social Media Calendar
    • Brochures / Paper / Old Marketing Materials
  • etc.

3. Metrics & Goals

Your website is your 24/7 sales representative for your business. What do you want visitors to do once they land on your website?

Be clear with the metric or goal you are wishing to achieve. If you know what you are aiming for, you are able to design your website's user experience around this goal.

Use our SMART goals worksheet to guide you in your goal setting journey.

Get the SMART Goals Worksheet

How do you start integrating these goals to your website?

For example, one of our partners Carolina Marie, has a goal of increasing sign-up's for her Pinterest consultation services.

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Notice how she weaves her goal into the user experience. When the visitor scrolls, they see the opportunity to engage with her regarding Pinterest consulting.

 

4. Identify Personas

Do you know who your ideal customer is? Do you know their pain points and problems? Your website should provide the solutions to your customers problems.

Your website is in the business of selling your product and brand, even while you sleep. You want to be able to speak to your customers even when you cannot physically be there to do so.

In all reality, you should have multiple personas to describe the wide variety of your customers.

To get you started, here's a Buyer Persona Workbook we created with four blank templates for you to identify those ideal customers.

Click for the Buyer Persona Workbook

5. Value proposition for personas

At Media Garcia, we've seen many websites where you land on the home page, and you have no true idea what that business does. Be clear from the beginning!

Our partner Sunspace Twin Cities is a distributor of premium porch windows and sunrooms for homes. What do they let you know when you arrive to their website? The value they give customers.

 

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Sunspace Twin Cities even goes further to ask you to imagine the value they will bring you, "transforming your porch into the ultimate outdoor oasis".

 

6. Lead Conversion Vehicles

As your 24/7 sales representative, you want your website to pull in qualified leads around the clock. Offer value for your visitors to turn into leads (and then leads into customers). Lead conversion vehicles are ways to convert visitors into leads, or leads into customers on your website.

Hubspot talks more in-depth on lead conversion in their blog, here.

There are so many ideas for lead conversion vehicles. All it really comes down to is offering value to visitors.

Identify a taste test of your product for visitors to engage with. Our porch window partner, Sunspace Twin Cities, identified that their ideal customers wanted durability of performance in his product, as well as a luxury design. They offered an ebook titled "Top 10 Trends for Designing the Porch of Your Dreams", that compiled luxury design tips for three season porches.

 

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Visitors give up a few pieces of information to Sunspace Twin Cities for an authoritative ebook on design trends from someone who has seen hundreds of luxury homes and sunrooms decorated.

Now you have information to contact leads! And you know they are more qualified, as they were willing to give up their information.

Learn about calls-to-action as conversion vehicles from Hubspot, the Inbound Marketing experts themselves. Click through to their blog.

 

7. Keywords

We've all heard how SEO (Search Engine Optimization) is important to you web presence, but what exactly does it do?

Optimizing your website for search engines is simply the practice of being thoughtful when writing your content. Specifically, making sure to use words that are specific to you brand and product to make it more likely for Google to find your website when people search.

Keywords can be broken down into two types;

  1. Branded Keywords
  2. Non-Branded Keywords

Branded keywords are specific for your brand. The shoe company, Nike would utilize their brand name "Nike" or "Air Jordans" as branded keywords. Those are words specific to the brand, itself.

Non-branded keywords are any keywords related to the industry or product. Nike would use "tennis shoes", "sneakers" or "running shoes" as their non-branded keywords.

When we search in google, you aren't searching for "Nike Brand Shoes", you search for "best running shoes" or "tennis shoes on sale" or "trendy sneakers in 2017". Some searchers might know that they want Nike's right away. But for those that don't, they will start searching with non-branded keywords to make a decision.

Work these words thoughtfully into your content. You don't need them to be every other word.

One more tactic: blogging is one way to increase your keyword ranking, which you can read about in our blog ;)

 

Whew! That was a lot! Wanting to learn more? We've got a checklist for you too.

Click for the 10 Step Website Re-Design Checklist

 

As always, we are always here to answer your questions. Feel free to leave a comment here or message us on Facebook anytime.

Topics: Website Lead Conversion, Web Design, Lead Generation


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