In part two of this two-part blog series, we explored 5 of the 10 things small businesses need to consider when building and optimizing a website. Some businesses may not have a website, and they are not sure where to start. Others may have a website, but they are not getting the results they want.
This blog series is intended for both scenarios. In part one of the blog series, we looked at core building blocks small businesses need to consider when building a website:
- Do It Yourself or Do It For Me
- Website Platform
- Listing on the Search Domains
- Website Performance
- Search Optimization
The following five considerations (or 6 through 10) relate to how a small business elects to engage with website visitors.
Launching a website is not a “one-and-done” effort. It requires ongoing focus and attention, and content plays a critical role. Content needs to be high quality (created for a specific audience and addresses a topic of interest to them), employ relevant key words (both those of interest to the audience and optimized for SEO), and create meaningful interactions (keeps visitors on the website).
Content must also be sharable (through email and social), and there needs to be a conversion component as well. Small businesses must ensure they have tools in place to capture inbound leads and offer a clear call to actions as part of their content strategy. For the latest on content marketing and small businesses, check out the “B2B Small Business Content Marketing” report from the Content Marketing Institute.
- Live Web Chat
Growing numbers of customers—both B2C and B2B—want to engage with their vendors for service- and sales-related inquiries directly from a vendor’s website. Sixty percent of millennials, for example, prefer to use live chat over phone and other engagement channels. Reasons they cite include convenience, no hold times, easy to multitask, and the ability to use it at work.
Live chat also has the highest satisfaction ratio of any engagement channel. The virtual real-time response and ability for customers to remain anonymous makes them more comfortable in asking questions and sharing complaints via live chat than over the phone or email.
Regardless, not every customer wants to chat (particularly differing demographics), and thus it is important to offer customers multiple channels of engagement. At Davinci, we give our customers the ability to engage with us via phone, email, and live web chat. The services we offer our customers are configured similarly.
In particular, since many small businesses don’t have the resources or time to manage all of these different engagement channels, our Live Receptionist and Live Web Chat Services are a great option to explore. Our teams of engagement experts can handle inbound and outbound calls, answer incoming emails, and proactively engage with website visitors through live web chat.
Understanding the “who, what, why, where, and how” of your website visitors is not easy—but a critical requirement. The upside for small businesses is there are a number of different tools that can help turn the overwhelming mounds of available data into actionable insights. With this in hand, small businesses know what is effective and what isn’t. Having a solid set of analytical tools can benefit a small business in varying ways, including:
Traffic Source and Conversions: Where are visitors coming from and who is converting into customers.
Visitor Behavior: How much time visitors are spending on different webpages and the pages they are looking at.
Key Performance Indicators: This includes factors such as number of generated leads, paid search responses, online sales, etc.
Marketing Campaigns: Small businesses can identify their audiences and refine their marketing campaigns to address specific personas.
- Lead Generation
There are a number of different tools that small businesses can leverage for lead generation. These enable them to automatically capture leads through online forms and landing pages.
A recent research finding shows that the more call to actions and lead-generation pages a small business employs, the more successful its efforts. Customer reviews and ratings also play a critical role in lead generation. Specifically, small businesses need to ensure they are encouraging—and even incenting—customers to post reviews and ratings on third-party sites such as Yelp, Angie’s List, Google+ Local, etc. For B2B companies, myriad online review sites exist. Of course, a great starting point for showcasing happy customers is your website—from social media posts, to videos, to case studies.
Having a mobile friendly website is a non-negotiable for a small business. It is even important for SEO. As of April 21, 2015, Google employs mobile friendliness in its search algorithm. The rationale behind this decision by Google is corroborated by user feedback.
Consider the following. Forty-eight percent of mobile users indicate if a company’s website fails to perform well on their smartphone they leave feeling the company doesn’t care about their business. Sixty-one percent move on to another site if a website doesn’t perform well on their mobile device. Sixty-seven percent note they are more likely to make a purchase on their mobile device if a website is mobile friendly.
Most of the DIY website builders include responsive design capabilities with their packages. For those going the DIFM route, they should consider whether to go with a responsive design or adaptive design. Check out the blog post “Is Adaptive Design Better than Responsive Design?” for the pros and cons of each.
Making the Right Website Choices
No small business can go without a website today. Websites enable them to reach new customers while nurturing and growing existing customers. Getting found requires a multi-pronged online presence—from a website, to social media, to third-party listings and review sites.
Launching and managing a “killer” website is not a “one-and-done” undertaking. Small businesses that go through the above checklist will position themselves for success and to realize the full potential that a website can create for their businesses.
At Davinci, we believe a great website includes a multi-channel engagement strategy. Join the thousands of small businesses that rely on our Live Receptionist, Live Web Chat and Meeting Room services by contacting us today. You can chat with us, email us, or call us at 1-888-863-3423.