Professional websites are critical for any company, including small and local businesses. As the world becomes more digital, customers expect to see modernized websites from their favorite brands. This can be an easy area for any small business to miss the mark. It can be tempting to de-prioritize online efforts when there are other important matters, but a branded website is an essential part of business growth.
When developing a website, there are several key components that any business website should include. On the flip side, many mistakes can be made when not paying enough close attention to website development. As you create your small business’s online presence, it’s best to avoid the following pitfalls.
1. Coding from Scratch
Unless you’re tech-savvy, coding a website from scratch is not the path best taken by a small business. Creating a website from ground zero can be costly and time-consuming. It’s a large project to tackle, especially since most small businesses don’t have the budget for a full team or dedicated developer. As you are building your website, you may benefit from using other resources when getting started.
Subscribing to a web development platform is one way to build your website without having a full development team. Web platforms make it possible for a single person to design a modern website. Platforms also come with “out-of-the-box” features like forms, cart management, and reviews to help owners create an engaging web experience. Most services offer a small business website package, making it easy to fit this subscription into your business plan.
2. Lack of Information
The biggest disservice you could do for your business is not providing enough information about your services and products. Businesses with a long history and loyal customers probably feel they don’t need to provide such detailed information. However, when customers can’t find information online, they are more likely to consider a competitor. Listing fundamental details on your website can help ring in new customers, which is something your business could always benefit from.
Review your landing pages and ensure that your business has an “About Us” section that shares its background and goals. Pricing and service options are examples of key details that any new customer may hope to see on your website. It’s also important to have contact information. In some cases, having an email or form submission available will be helpful to those trying to contact you outside of business hours. These resources and details are essential for motivating new customers to invest in your business.
3. No Maintenance
Technology has changed rapidly over the years. From front-end design to back-end features, many web aspects will continue to transform with the advancement of the internet. If your site has been up and running since the early 2000s but hasn’t been maintained, it will be obvious to the consumer. Your site will look dated and clunky in comparison to competitors and may make a bad impression among site visitors.
One aspect that will be apparent to consumers, and could even hurt your business, is the lack of a mobile-optimized website. Smartphones weren’t everywhere 20 years ago, so coding for mobile browsing wasn’t a concern. But now that smartphone use is common, businesses must update their sites for mobile optimization. Neglecting to update your site in these areas may negatively affect the consumer experience, and prevent sales or other site engagement. While it takes effort to update your site, making changes will ensure that your business stays relevant online.
4. No Online Shopping
Small businesses with brick-and-mortar locations often depend on their customers to come in-store and browse products. While this may be the preferred way for customers to interact with your brand, they may be missing out on extra sales that could be made online. If you’re an owner, you may seem wary about opening up another sales environment. It’s important to note that your online sales will only supplement your success and help you cover costs when you’re not getting in-store traffic.
The real perk to online shopping is that it’s a workaround when environmental situations prevent customers from shopping in-store. Online storefronts allow customers to easily shop while sick, during inclement weather, or amidst a busy schedule. More specifically, the recent COVID-19 pandemic hurt a lot of businesses without online storefronts. An online shopping option will be a safety net when in-person shopping is limited by world events.
5. Weak Security
For small teams, cyber attacks sound like a far-fetched idea. When bigger businesses are out there, it may seem unlikely to be on the receiving end. However small businesses are not immune to the criminals on the internet. In reality, they may be a bigger target in some cases. Hackers often target individuals and establishments that don’t have the infrastructure to protect their websites and data. For this reason, not investing in security could be a big mistake for a business of any size.
With data leaks becoming more common, every business needs to ensure that their website is secure, especially if customers are inputting personal information. Small teams can protect themselves by downloading antivirus software, encrypting data, and securing wifi networks. It’s also essential that business owners and their teams are educated on creating strong passwords and how to appropriately use the internet for business purposes.
Proceed With Care
While you may want your website process to be efficient, you don’t want to make mistakes that affect your digital reputation. Website decisions can affect your growth and customer experience, so it’s key to make choices carefully. Falling into bad patterns like ignoring security and website maintenance can hurt your business in the long-run. Establishing good habits and giving your website attention will help your small business have the online success it deserves.