A neverending to-do list comes part and parcel when setting up a small business. As soon as you tick off one task, another five tasks seem to spring up from nowhere. From writing your business plan to keeping your cash flow in the black, your SME website might end up getting pushed further and further down the task list.
When you’re building your business from the ground up, your online presence can really define how successful your first year’s trading will be, so it’s worth making the most of the potential customer base that comes with a good, well-optimised SME website.
The guys at Webeden website builder understand the key factors that go into deciding how many pages your SME site should have and can help you build the most efficient site for your business.
Building a great online presence for your small business doesn’t have to make a huge dent in your business bank account. Here are a few simple web editing and digital marketing skills that really make an impact.
How big should my SME website be?
From a simple one-page lead generation page with a form for potential customers to contact you to a 10-page online shop outlining all of your products and services, it’s important to work out just how many pages are appropriate for your business.
If your goal is to collect e-mail addresses via a contact form or allow potential customers to contact you, a simple one-page Web site outlining and describing your business would be a great way to start your online business journey.
If time is short, this one-page site could be built on at a later date, when your business has grown and you have more support.
Alternatively, if your goal is to drive transactions and revenue through your website, a multi-page website, with separate categories and product pages, would be more appropriate.
The next step: Building your site
No matter what size site you opt for, the build is vital when it comes to the impact it will have on your bottom line. Choosing a website builder tool can be a great way to cut down on costly development and time. These tools are made from templates that can be customised to suit your colour scheme and design that transition easily from offline to online.
Getting those all-important visits
When it comes to deciding the amount of pages your site needs, consider both the SEO value and the user experience. It’s important to have a page for all the products or services you want to rank in search engines. Having these specific pages will ensure you have the opportunity to optimise your site for your chosen keywords.
However, when it comes to the number of pages to include on your site, you also need to think about your user experience. Your website is the “shop front” of your business, and it will usually be the first point of contact between you and your clients and customers. Make their experience as fluid and easy as possible to ensure the maximum chance of conversion.
What are your reasons for having these pages?
When it comes to deciding what pages to include, make sure you have both an SEO and a user reason for needing the page.
All pages should target one of your specific keywords, making sure to optimise all metas, titles, and headings. Also make sure that each page offers something to your customers—e.g., an FAQ page or product pages. Pages that offer both an SEO value and value to visitors always work best when it comes to ranking, as Google can easily recognise their value.
The easiest way to identify the most important pages is to write down your main products or services and decide which ones you want to rank. This will help you pinpoint the avenues for the most revenue and conversions and help you develop a sales funnel.
Getting people to convert
The main aim of your website is to convert users into paying customers. Conversions can be tracked depending on whether you’re selling products directly through an e-commerce site or services need to be booked through a form or by phone.
All pages should have some form of CTA, ideally located at the top of your pages so that users can easily click through and buy your services. This is where UX comes into play. Too many pages on your site could make it confusing or difficult for users to convert.
Use good SEO practices whilst keeping your users in mind, and you’ll create an easy-to-use site that your customers will love and Google will be happy to rank highly.
For more strategies that maximize the customer experience, see How Customer Profiles Can Boost Your Marketing Success.