How to Optimize Your Small Business Website


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Your website is an extension of your business and often times, businesses pour too much money into the aesthetics of the site and not enough time into its architecture. How can you optimize your website to better engage potential customers without spending a lot of money?

We’ve put together this webinar to walk you through steps you can take to make your website more visible online, more effective for making sales, and to better answer your customer’s needs.

In this presentation you will learn how to:

- Build a marketing optimized website
- Structure a website to capture SEO benefits
- Organize your navigation menu for better visitor usability
- And much much more!

Published in: Marketing
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How to Optimize Your Small Business Website

  1. 1. Optimizing Your Small Business Website A ThriveHive Presentation
  2. 2. When building a website for their business, SMB owners often prioritize design over structure and content. But snazzy graphics and other bells and whistles by themselves won’t get your site found or convert visitors to customers. A marketing optimized site needs: that attracts visitors and drives visibility for the business. that makes it easy for visitors to find the information they’re looking for and the browsing experience enjoyable. that communicates how you’re solving for your market’s problems. that helps visitors navigate your site easily and capture their information to convert them into customers.
  3. 3. Common Mistakes Best Practices for Usability Optimized Content Navigation menu Homepage Call to Action Contact Us page Site and Page Structure
  4. 4. Poor navigation menu structure No Call to Action Missing contact information Misplaced or hard to find information No lead capture form
  5. 5. Keep your copy concise Break up text with multimedia Use keywords in your titles, image alt tags, and descriptions Test ease of navigation Check for errors
  6. 6. The content on your website should aim to: Communicate the unique value of your business clearly and concisely Empathize with your visitors Educate visitors about your products and services Influence & persuade visitors that you can provide an affordable solution for their needs
  7. 7. Why is the Navigation Menu important? The ease with which a visitor navigates around your website correlates both to how well your website converts traffic into leads and your site’s ranking in search engines. About 60% of the time, people cannot find the information they’re seeking on a website. Approximately 50% of potential sales are lost because users can’t find information they’re looking for.
  8. 8. Navigation Menu Placement The menu should either be at the top of your website horizontally or vertically down the left hand side (makes your site more familiar and easier to navigate around) . The menu should be visible on every page of your site in the same location so users can easily click around and find their place.
  9. 9. Navigation Menu Structure A typical website’s content is organized and structured in the navigation menu this way: People read from left to right so the informative pages should be on the left, and the “action” pages on the right Limit your navigation menu to a maximum of seven pages Sites should offer information quickly, with the fewest clicks
  10. 10. What to place in a Navigation Menu? The navigation menu should be descriptively labeled to minimize the amount of work your visitors have to do to find information most relevant to them on your website. Use keywords that your target market is using to search for businesses in your industry. <Home> <About Us> <Products/Services> <Contact Us>
  11. 11. Reviews/Testimonials Calendar Blogs Payment Page Portfolio Past Projects/Performances/Venues Photo Gallery Music Compilation Fun Facts Industry Insights Latest Updates About Your Business FAQs Glossary of Industry Terms Pricing Page Resources Page Comment/Feedback Additional Page/Subpage Ideas
  12. 12. Your homepage is your business’s first impression to an online visitor. After landing on your site, visitors should know immediately if they will be able to find the information or solution they were searching for. Opt out of a flashy homepage design for a clean, simple layout that will direct your visitor’s eyes to your Call to Action. Write concisely and get to the essential facts quickly. Convey the purpose of your business and direct new visitors to the information they are searching for.
  13. 13. Homepage Content Simple Navigation Menu Brief Intro about Business One Eye Catching Graphic Contact Info Hours of Operation Call to Action Social Media Buttons
  14. 14. Your website should have at least one Call to Action button, to direct visitors to take a specific action or draw their attention to a special offer. It should be targeted to your audience’s interests and should include a clear set of benefits.
  15. 15. Best Practices Explain benefits clearly Include a single, direct action Place it where it stands out Make it eye-catching Make your offer multiple times
  16. 16. The Contact Us page is often the last stop of your visitor’s tour of your site. Use this page to capture your visitor’s information with a lead form and set the foundation for developing future relations with him or her. This page does not require a lot of content, only a clean layout with your business’s basic contact information and call to action. Include your phone number, fax number, address, business hours, lead capture form, and possibly links to your social media platforms. Ask your visitors for the least amount of information necessary to capture them as a lead.
  17. 17. The layout should be simple and should direct your visitor’s attention towards filling out a lead form.
  18. 18. Download our free “5 Step Guide to Creating Killer Website Content”.
  19. 19. Marketing Resources Call us now to schedule a FREE consult: (888) 997- 4183 Be sure to check out our Marketing Resources page for free eBooks, templates, webinars, and more.