Competition on the internet has never been more fierce. A single search on search engines can display your business along with countless others. Failure to stand out through a captivating small business website design means that your target audience will likely navigate to one of your various competitors that show up in the same search results as your brand. Show off how your company's unique value propositions: how your products are clearly superior to that of your competition, your amazing customer service, your unrivaled deals, or any other competitive advantage you might have over others in your industry. Make sure this unique value is communicated clearly on your homepage or landing page and do so in a direct, concise way.
Define your target audience:
If your business lacks a large advertising budget and the experience of a marketing agency, you may not be able to compete against companies targeting large, broad keyword terms. It is best not waste your budget in an attempt to dethrone a large competitor. Instead, define specific, niche terms that relate to your products and services and begin appealing to users searching those less competitive terms. With a little bit of effort your small business website can also rank extremely well for local, specific keywords.
Create Useful Content:
Your indepth knowledge of your business and industry is a valuable commodity and is of interest to your target audience. Turn this knowledge into help content that is geared towards your audience and publish this content on your small business website. Content you post on your site should also include targeted keywords so that it can be found by your audience. Don't simply create a page just for the sake of trying to rank for a word. Instead, create engaging content that will appeal to real readers.
Provide Case Studies:
Users love transparency in your work. Let your visitors see the exact processes, issues, solutions and bottom-line results that your small business deals with. Providing real evidence of what your small business has done for other clients can help put other potential clients at ease.
Emphasize Your Location:
Add your business' physical address to the footer of your site and add your website to location-based sites like Yelp. You should also add yourself to the local search listings on primary search engines like Google and Bing. This will help you show up for searches performed by people who are likely to continue their conversion process offline by coming directly to your brick and mortar store.
Once you have content worth reading on your site, make sure they are all effectively linked together so that people are more likely to explore all of the content you have made available. Descriptions of how your small business operates, a history of your company that showcases your experience, and impressive bios about the company founder should all link together so that they are all sure to be seen.
Humanize Your Business:
Establish your business's credibility. Take users behind the scenes and let them have a taste of your business philosophy, show them the passion your employees have for their work, and demonstrate your experience. Video is a great medium for highlighting your company's personality.