3 Steps To Your First Small Business Website


Before planning your first business online, these three things are essential and should get clarity:

  1. Who is your target audience?
  2. How will your target audience find you?
  3. How will you convert your visitors into sales?

These questions sound obvious, but it’s amazing and many people don’t bother, later moan that “our website doesn’t bring us any business”.

1) Who is your target audience?

Give the best and great deal of thought or idea to your target market. Select the target visitors you want to attract to your website? Why? The answer to that is more than likely to sell them something it may be a product, a service, or an idea.

Claiming that your market is anyone and everyone, then your website will lack focus, and fail to maximize its potential. Ideally, you should be aiming to create a niche.

2) How will they find you?

Creating a perfect niche will also help you with the search engines, and drive hot leads to your site.

Research on what keywords your target market might type into a search engine to find you. Actually, do different searches by yourself that lead to clarity. Who comes up in the top 30? Because that’s where you need to be. Are your competitors there? Look at their sites. Do they work? How can you improve on them? Identify something unique in your market or business that sets apart from the rest.

Those keywords or keyphrases to be more accurate we need to be incorporated into the pages of your site especially in the page titles, in the headings, and in the internal links.
Be specific with your keyphrases. So that we can have less competition than the general single word searches, and will more accurately target your market. You may have to localize or specialize to get in that top 30 – and the top 30 is where you need to be to drive traffic to your site. As I am sure you are aware from your own experience, if you haven’t found what you are looking for in the first 3 results pages, you look elsewhere.

The main key to achieve high search engine rankings is building inbound links to your web pages – that is pages on external websites that link to pages on your site. Crucially this link acquisition should be a natural growth – where inbound link count increases at a gradual pace. The pages that link to yours should be relevant, on-topic and ideally contain the same keywords, especially in the linking text. Search engines rank pages based upon their reputation – your ranking will be determined by what other (preferably high ranking) pages say about your page.

3) How will you convert your visitors into sales?

Don’t just tell them what you do or sell. Tell them why they need it. Offer incentives, freebies, discounts – anything to get that dialogue started.

As per current research or survey indicates that the human brain makes a judgment about a web page within a twentieth of a second! That doesn’t leave a visitor or customer to make an impression on a product or business. So, make sure that you have your Unique Selling Point (USP) clearly visible on your home page – and preferably prominent on this point on every one of your other pages. After all, it’s not a given that the home page will be the first page that the visitor sees, particularly if they have found you via a search engine. Visitors have to understand the difference between your business and your competitors and why should they choose us from others.

Lastly, make sure that your site has a funnel-like structure. Identify your important pages – usually the “call to action” for service-oriented or purchase pages for E-commerce websites – and make sure all roads lead to those pages. Your internal links and their external equivalents should describe that target page. If you sell a niche or product, don’t call your products page “Products”, call it with that product name, and make sure that the links pointing at this page also say the same product name. This will not only help the search engines identify and rank the most important pages in your site, but it will also lead your visitor to that all-important conversion.