Did you know that a whopping 8 out of 10 (80%) of businesses fail in the first 18 months? Sadly, most small entrepreneurships fall in the category of businesses which crash and burn. According to Anita Campbell, the mastermind behind smallbiztrends – one of the leading reasons most small businesses fail is lack of an online presence.
A website is arguably the best and most reliable way for a small business to enhance its online presence. Just having a website is however not enough. It needs to be a great website that can attract and retain the attention of the target audience. Two indispensable qualities of a great website for a small business are:
- Website must be informational
- Website must be easy to navigate
In this brief but nonetheless detailed article we look at why every small business website must be informational and easy to navigate.
Let’s delve in…
Why must a small website be informational?
Informational content refers to original, factual and varied content that will benefit readers and address their wants, needs, concerns and issues. This kind of content gives value to the readers and establishes a business as an authority in its industry. High quality content on your small business website will help in the following ways:
Informational content keeps visitors coming back
The design is what attracts the target audience, but informational content is what keeps the coming back for more. Keep in mind that the modern consumer depends on the internet to research on where to buy products. If a website gives its visitors value, then you have an edge over competitors.
Informational content boosts ranking on leading search engines such as Google
The leading search engines especially Google are very particular when it comes to content. There are no shortcuts; if the information on a website is not of high quality then that website will simply not rank highly. Google does not care how a website; looks. It only cares about the information contained within it. Keep in mind that when your website ranks highly on search engines, it becomes easily discoverable to potential customers. As Google CEO Sundar Pichai brilliantly frames it ‘content is king’ when creating a business website.
Ultimately, beneficial information on a website is what sets your business apart from the crowd and delivers the right message into the minds and hearts of your potential customers.
Why must a small business website be easy to navigate?
Would you ever hike without a map or compass? It goes without saying that without clear directions you will be in serious trouble walking for hours in a mountainous terrain or dense woods without a clue where you are and where you are heading to.
The same applies to a website, a navigation system is indispensable. This is because it acts as the road map that guides readers on where different information is contained within the website. When the navigation system on a website is clear, readers will have a pleasant experience and stay to explore even more. This eventually translates to more interest in your brand. When choosing the best website builder, you must take easy navigation into consideration.
Here are 3 main reasons why a small business website must be easy to navigate:
- Decreased bounce rate and increased visit duration
When a website is easy to navigate, a visitor remains on it for a longer time. When readers spend a lot of time they explore and discover more information about your business has to offer. On the other hand, when a website is difficult to navigate, most people choose to ‘bounce’ to another site that is more user-friendly. This will increase your bounce rate and give your competitors an edge over you.
- Increases conversion rates
Easy navigation makes it easy for readers to follow directions. This way, potential customers can effortlessly go through the process of viewing and ultimately purchasing the goods and services that your small business offers.
- Serial Position Effect
The Serial Position Effect is a psychological effect that simply describes how people naturally tend to pay more attention and even retain more information when things appear at the start and end. This simply means that the typical visitor to a website pays more attention to the introduction and conclusion rather than the body portion of a web page. High quality information is therefore captivating in the beginning and memorable at the end. This is why it advisable to insert useful informational links in the introduction and conclusion sections. It will substantially boost engagement rates.
Bottom-line
To survive and thrive in an aggressively competitive business environment, a small business must have a professionally designed website that is not only easy to navigate but also informational.
