6 Steps for a Successful Small Business Website Design

website design illustration

Whether you build your own website or invest in a website designer, there are six steps you’ll need to take and/or verify to ensure a successful small business website design.

Regardless if you’re selling products or offering a service, your customers expect you to have a website. And that website needs to function seamlessly from the instant a user lands on your site. Any slight hiccup and they’re outta there. 

Picking a Domain Name for a Small Business Website

Likely the first step you’ll make for your small business website design is choosing your domain name. Ideally, your domain name will be your company name but oftentimes your exact name isn’t available.

But before we get into the details of choosing a domain name, we should back up a little and discuss choosing a company name.

Before getting into business, every business owner should do their due diligence and ensure that their company name/product name is legally available.

A common mistake many new business owners make is assuming that their business name is available simply because:

  • the domain name is available
  • the fictitious name is available
  • the corporate or LLC name is available
  • an internet search shows the name is available

However, the above are merely preliminary indications of what business names, service names, and product names are out there. Only comprehensive research will tell you if a name is truly available for use.

Ok, so what is comprehensive research?

Comprehensive research entails searching thousands of files, from trademarks to public records (corporations, LLCs, etc.) to company directories and more. You’ll really want a professional to do this work for you: check out our client, TradeMark Express – they’ve been doing this exact thing for over 30 years.

Alrighty, so now you know that your company name is truly available it’s time to choose a domain name as well as a domain name registrar.

Choosing a Domain Name

If you’re not lucky enough to be able to use your company name with common extensions (.com, .net, .co, and so on) then consider:

adding descriptive words to your company name – Sunshine may not be available but perhaps SunshineSalon or SunshineHair is obtainable

  • Be sure not to use a long domain name – something like SunshineHairCutDyeStyleSalon is way too long. Ideally, a single word but two is also fine. Try t cap it at three words though, provided those words aren’t too long. Something like SunshineHairSalon is going to be a lot better than SunshineHairdressingHairstylist.

using more uncommon extensions that fit for your industry – sunshine.hair or sunshine.salon

  • There’s chatter in the SEO world that these not-so-common extensions aren’t good for SEO while others say they don’t matter in the grand scheme of things. Here’s what Google says:

“Using a new domain ending won’t hurt your search presence or SEO. It’s worth noting that in the eyes of Google and other search engines, all TLDs (top-level domain) are equal. A new TLD won’t affect your search engine ranking, or put it lower in the list of websites that are appear based on a search.”

This was further confirmed in January 2022 when Google’s Search Advocate John Mueller was asked if it is acceptable to use these newer extensions:

“Sure, go for it. The newer top-level domains (TLDs) are equivalent to other generic top-level domains like .com when it comes to SEO. Pick something you like, there are lots of options out there now.”

Choosing a Domain Name Registrar

GoDaddy. Network Solutions. DreamHost. Namecheap. Domain.com. And thousands more options for domain registrars.

choosing a domain name registrar

With so many choices out there, it can be difficult to choose just the right one for your needs. Here are some parameters to keep in mind:

Initial Costs

This is likely the main factor that folks consider when it comes to choosing a domain name provider. The range of fees runs the gamut from a couple bucks all the way to thousands of dollars. If you’re a small business owner then thousands of dollars for your domain isn’t exactly a cost-conscious move.

If you do that due diligence in checking your name availability then finding the ‘just right’ domain name for the ‘just right’ price should be fairly easy.

Ongoing Costs

Domain name registration is legally required to be for one year, though some registrars require longer.

Though “ICANN policy requires registrars to send you two renewal reminders approximately one month and one week before expiration of a domain name,” it’s still a good idea to calendar that renewal date.

Also be sure to check the price of renewal! Most of the time, the renewal costs will be higher than the initial fee.

Look out for chances to renew for more than a year at a time. Often it can be less expensive to renew 2 or 3 or 5 years at once, provided, of course, that that’s affordable for your small business.

Privacy

Domain name owner information is “publicly available to allow rapid resolution of technical problems and to permit enforcement of consumer protection, trademark, and other laws.”

But maybe you don’t want your personal information out there, especially if you’re running your small business out of your home.

If that’s the case, then make sure that your domain name registrar offers privacy protection. What they’ll do is replace your personal information with what’s called “proxy info.” Essentially this means that the identifying info of the registrar/proxy service is what’s shown in the WHOIS data.

Customer Service

Ideally, you won’t need to contact your domain name registrar but if you do, it’s a good idea to get a preview of the experience.

Think about how and when you would like to contact customer service.

Only really free on the weekend and are more of a phone person? Come Saturday morning, give them a call and ask about different plans. Were they helpful and understandable?

Maybe online chats during your lunch break are your cup of tea? While you microwave last night’s fish in the breakroom (Just kidding! Don’t be this person), start a chat. Have a handful of questions at the ready. Was there a long wait time? Were your questions answered in a clear manner?

Popular CMS for Small Business Website Design

First off, what is a CMS or Content Management System? Simply put, it’s software that’s used to create, tweak, manage, and basically just control the content on your small business website design without needing to code a thing.

And in your web design research, you’ll notice certain content management systems popping up over and over again.

  • WordPress
  • Wix
  • Shopify
  • Squarespace

We’ll get into the nitty-gritty of each one in future posts so, for now, let’s look at the must-have features for content management systems that you should consider when choosing a CMS.

Now, your decisions are going to hinge on if you plan to build your own website or hire a website designer. If hiring, the agency will most likely have their preferred CMS. But, even if hiring, it’s always a good idea to understand the different elements, especially if, once the web design is complete, you’ll be taking over the reins to handle future updates.

We’re partial to WordPress: Read the 5 reasons why WordPress is ideal for your small business.

Themes/Templates

Templates or themes determine the overall appearance and layout of your site. Most CMS platforms use the term ‘theme’ so we’ll do the same.

One of the easiest ways to choose a theme is to focus your choice on your industry. Let’s say you have a clothing line. Here are some possible themes for each of the CMS platforms. Within these themes, customization for nearly every element is possible: images, colors, buttons, fonts, and so on and on.

fashion themes on different CMS (WordPress, Wix, Squarespace, Shopify)

Plugins/Extensions

Themes are to outfits as plugins are to accessories. Simply put, plugins are add-ons that allow you to zhuzh up your website.

From newsletters to ecommerce to booking appointments and so much more, there is literally a plugin for every need or desire for your small business website design.

Ease of Use: Drag & Drop?

Drag and drop is exactly as it sounds: an interactive web design editor where you can click-drag-and-drop different elements. This means you don’t need to know a lick of code to have a beautiful website.

Most content management system platforms will have a drag and drop editor so the differences will come down to nuance and personal preferences.

SEO: Built-In Tools?

Most CMS platforms will state that their infrastructure is organized in such a way that it is SEO friendly. For instance, here’s what Wix says:

“All Wix sites are backed by a solid infrastructure that meets the needs of search engines, giving you a strong SEO foundation to compete in organic search.”

Be sure to look for the SEO statement before buying a CMS plan. It should be fairly easy to find and if it’s not, think about what that means.

From that point, there are tools available, on virtually every CMS platform, that you can use to augment your SEO plan.

WordPress, for example, has a number of SEO-focused plugins that will help you optimize your website. The tops are Yoast SEO, All in One SEO, and Rank Math SEO.

Ecommerce

Simply put, ecommerce or electronic commerce is selling and buying goods and/or services online. Goods are tangible products, such as candles like Bend-based Wild Currant Candle. Services is the work performed by others that’s for sale and in the ecommerce sense can be purchased online, like the membership offered at Anjou Spa

Every CMS is going to have some sort of ecommerce capability. It’ll be a matter of (1) figuring out your needs and budget and then, (2) finding the right ecommerce tool.

Web Hosting for a Small Business Website

We’ve gone into great detail about web hosting and how to choose the web host that works best for your business. There’s also a handy-dandy checklist in our post, Choosing a Web Host For A Small Business.

We pinpointed seven key factors to consider when choosing a web host.

  1. Traffic
  2. Storage Space
  3. Support
  4. Servers
  5. Security
  6. Extra Features
  7. Price

Choosing a web host for a small business website will be a big decision for you but once you know what you need and what to look for, you can make the best choice.

Essential Pages for Your Small Business Website Design

Every website, regardless of industry, is going to need at least one webpage – the home page. From there, you can branch out and decide if other common webpages are right for your small business.

Essential Pages for Small Business Website Design

We’ll get into the details of each page in future posts but for now, let’s break down the most essential website pages you may need for your small business website design.

Homepage

This is the first page that folks will see when they click into your website. Think of this page as the front of your house and your goal is to make the curb appeal so inviting that every visitor that strolls by wants to come in and talk to you. As an introvert, this sounds like a nightmare but as a business owner, this is exactly what I want!

There’s plenty of discussion about the different essential elements for the homepage but, generally speaking, you’ll want these basics:

  • Above the Fold: Headline and Call-to-Action (CTA)
  • Below the Fold: Products/Services/What You Do
  • Navigation
  • Call-to-Action
  • Social Media

About Us

The “About Us” page on a small business website is a dedicated section that offers visitors a glimpse into the company’s identity, history, values, and/or mission. Think of it as your opportunity to tell your future customers about the business and its team.

about us page definition for small business website design

You can include details about how the company got started, its evolution, and your hopes for the future. The “About Us” page often includes photos or videos of the team, the physical space, or products – think of these elements as adding personal touches and authenticity to your small business’s story.

There are a couple of great reasons the “About Us” page is important for your small business website design:

Firstly, it establishes a human connection by sharing the faces and stories behind the brand, fostering trust and relatability. Visitors are more likely to engage with a business they perceive as authentic and transparent.

Secondly, this page allows small businesses to differentiate themselves in a competitive market. By highlighting their values, unique journey, and distinctive qualities, they can stand out and leave a lasting impression on visitors.

Contact Page

Alright, so you’ve probably come across it a million times while surfing the web – the “Contact Us” page. It’s like the digital equivalent of a friendly receptionist at a physical store.

contact us page definition for small business website design

This page is where website visitors can reach out to the folks behind the website. It typically contains a form for you to fill out with your name, email, and a message. Sometimes, you’ll find additional info like a phone number or office address.

Now, you might wonder why bother with this page, right? Well, it’s kind of a big deal for a few reasons. First off, it’s your way of saying, “Hey, we’re here for you!” It shows that your website isn’t just a faceless entity on the internet but a real place run by real people who care about their users.

Plus, it’s a convenient way for your audience to get in touch. Whether they have a question, a problem, or they just want to say how awesome your content is (we all love a little ego boost, right?), this page makes it super easy.

But it’s not just about being friendly. A “Contact Us” page can also be a business booster. It’s a gateway for potential collaborations, partnerships, or even customer inquiries. And don’t forget the SEO (search engine optimization) benefits. Having a contact page with your business details can help with local search rankings.

Service & Product Pages, and Why They Matter to Web Design

The Services Page: Your Digital Service Menu

Think of your website’s Services page as the tantalizing menu in a fancy restaurant. This is where you showcase the expertise and skills that make your small business shine. Break down your services in a way that’s easy for your audience to digest. Explain the value you bring to the table. Whether you’re offering consulting, design, or the secret sauce that makes your business unique, this page is your canvas to paint a vivid picture of what you bring to the market.

The Products Page: Your Online Storefront

Now, let’s talk shop. Your Products page is the digital storefront that beckons visitors to explore what you have to offer. It’s not just a list of items; it’s a curated collection of solutions or goodies your audience can’t resist. Dive into the details. Showcase your products with vibrant images and snappy descriptions. Make it an experience. The Products page is where you convert a casual browser into a delighted customer, so don’t hold back on the charm.

service and product pages definition for small business website design
Why These Pages Are Non-Negotiable:

Trust Building: Your Services and Products pages aren’t just pages; they’re trust-building tools. When a potential customer lands on your site, these pages become the narrative that introduces your brand. Detailed and well-presented content here signals professionalism and competence, building trust from the first click.

Clear Communication: Ever visited a website and had no idea what they offer? That’s the nightmare scenario you’re avoiding with these pages. Clear, concise, and compelling content on your Services and Products pages ensures that your audience gets it from the get-go. No confusion, just crystal-clear communication.

SEO Boosters: Let’s whisper the magic words Search Engine Optimization. Crafting detailed pages for your services and products with relevant keywords is like handing Google a treasure map to your website. It helps you climb those search engine ranks, making your business more discoverable to potential customers.

Conversion Catalysts: Your website isn’t a static billboard; it’s a sales dynamo. The Services and Products pages are where a casual interest transforms into a concrete action—be it contacting you for services or hitting that “Add to Cart” button. These pages are your conversion catalysts, turning visitors into customers.

The Blog Page: Your Digital Megaphone

Picture this: your website isn’t just a static business card; it’s a dynamic conversation. Enter the Blog page, the beating heart of your online presence. This is where you don’t just talk about your business – you share insights, tips, and stories. It’s your digital megaphone, broadcasting your expertise and personality to the world.

blog page definition for small business website design

Advantages of a Blog for a Website

SEO Supercharger: Let’s talk search engines. A regularly updated blog is your golden ticket to the top of the search results. Google loves fresh content, and each blog post is a chance to sprinkle in those keywords, making your business more discoverable.

Show Your Expertise: The Blog page is your podium to showcase your expertise. Share your industry insights, tips, and tricks. It’s not just about selling; it’s about positioning your business as a thought leader. When customers see you know your stuff, trust follows.

Connect with Your Audience: People don’t just buy products; they buy into stories and personalities. Your blog is the bridge that connects your business to your audience. Share behind-the-scenes glimpses, success stories, or even the occasional blooper. It humanizes your brand.

Social Media Fuel: Ever felt the content struggle on social media? Your blog is a goldmine. Each post is a shareable nugget, driving traffic back to your site. It’s the content gift that keeps on giving across your social channels.

Engage and Interact: The comment section is your business’s own VIP lounge. A blog encourages interaction. People can ask questions, share their thoughts, and you can respond. It’s a direct line of communication, turning visitors into engaged community members.

The Art of Navigation for Web Design

Think of your website as a ship, and navigation is your trusty compass. In the digital sea, it’s how visitors find their way around your online realm. It’s the roadmap to your offerings, your story, and your brand. It’s essentially the GPS that ensures your audience doesn’t get lost in the vast ocean of the internet.

elements of website navigation infographic

The Elements of Stellar Website Navigation

Clear Menu Structure: Start with a simple and intuitive menu. It’s like the table of contents in a book. Categories like Home, About, Services, Products, Blog, and Contact should be crystal clear. Avoid jargon and fancy terms – simplicity reigns supreme.

Logical Hierarchy: Think of your website as a pyramid, with broad categories at the top and more specific subcategories below. This hierarchy makes it easy for visitors to drill down to the information they seek. For instance, under “Services,” you could have submenus for different service types.

Consistency is Queen: Keep navigation elements like menus and buttons consistent across your site. If the “Contact Us” button is at the top right on one page, don’t hide it at the bottom on another. Consistency reduces confusion.

Mobile-Friendly: With the world glued to smartphones, ensure that your navigation is just as smooth on mobile devices. Responsive design is a must.

Why Navigation is Crucial for Small Business Website Design

Your website is often the first point of contact with potential customers. If they can’t find what they need or get frustrated navigating your site, they’ll jump ship and sail away to your competitors. Efficient navigation simplifies the user experience, encouraging longer visits, more engagement, and ultimately, conversions. It’s not just about aesthetics; it’s about functionality.

Moreover, search engines like Google reward sites with user-friendly navigation with higher rankings. So, not only does it please your human visitors, but it also wins favor with the digital gatekeepers.

In the grand scheme of web design, navigation might seem like a minor detail, but it’s the lighthouse guiding your customers safely to your shores. So, fellow small business owner, don’t just design a website; craft a navigational masterpiece that keeps your audience sailing smoothly through your digital waters. It’s the compass to success in the online world.

The Power of Website Responsiveness

Imagine your website as a chameleon, adapting seamlessly to any environment. That’s the essence of website responsiveness. It means your site looks and functions flawlessly whether viewed on a desktop, tablet, or smartphone. In essence, it’s your website’s ability to give every visitor a high-five, regardless of the device they’re using.

Elements of Stellar Website Responsiveness for small business website design

The Elements of Stellar Website Responsiveness

Fluid Layout: Your website should gracefully adjust to different screen sizes. No squinting or awkward scrolling required.

Mobile-Friendly Design: Buttons and links should be finger-friendly, and text should be legible without zooming in.

Speedy Loading: A responsive site loads quickly. Visitors have zero patience for slow-loading pages.

Functional Navigation: Menus should be easily accessible and intuitive, even on small screens.

Consistent Branding: Your brand’s look and feel should remain consistent across devices.

Why Responsiveness is Vital for Small Business Website Design

Simply put, a non-responsive website is a business suicide note in today’s mobile-driven world. The majority of internet users access websites on their phones. If your site isn’t mobile-friendly, you’re alienating a significant chunk of your potential customers.

Moreover, search engines like Google adore responsive websites. They rank them higher in search results. So, having a responsive site not only pleases your audience but also plays nice with the digital gatekeepers.

In conclusion –

Creating a successful small business website design involves several critical steps. From selecting the right domain name, registrar, and content management system to crafting essential web pages and ensuring responsive design, each element plays a crucial role in attracting and retaining visitors.

Remember that your website is often the first impression potential customers have of your business. Therefore, it must function seamlessly, offer clear navigation, and adapt to various devices.

By following these six steps, you can build a small business website that not only meets customer expectations but also helps your business thrive in the digital landscape.

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