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The Most Important Part of a Small Business Website

It’s 2019. It’s no secret that websites are important for a business, any type of business–from dentist practices to grocery stores to huge corporations. However, we all know that not all websites are created equal.

In Nick Loper’s book, The Small Business Website Checklist: A 51-Point Guide to Build Your Online Presence the Smart Way, he writes:

“A wise man told me that people only use the internet for two reasons:

  1. To be entertained
  2. To solve a problem”

In the case of a small business website, most likely you are fulfilling the second reason–solving a problem. Think about it–the hot water goes out, a tree needs to be cut down, a will needs to be written, childcare needs to be found–where do most people head first? They open their computers or pull out their smartphones and ask their trusty friend Google to help them find a business to solve their problems.

The business website is important. It is helping people solve their problems. Therefore, a website should not just be a last minute add-on to the company that rarely gets updated or edited. As Nicole Leinbach-Reyhle points out, “…if you have a bad website it is better to have no website. While no website equals missed opportunities, a bad website can actually be worse since it literally makes your business look bad.” Websites take strategy, time, and effort.

There are many things that go into a good website: fonts, graphics, layout, SEO etc…. These should by no means be ignored, but I do feel that above and beyond all of that there is one thing that makes a great website–letting the company personality shine through.

Let me explain a little bit more about what I mean by this. I mean, not just your company’s brand (which should be apparent throughout the website), but also a sense of who the team players are. You want leads and customers to feel like they know you.

Why is Company Personality Important?

Company personality should be apparent on a small business website

People like to do business with people they know. People like to do business with people they trust. People like to do business with people they like. In today’s world that doesn’t always and can’t always mean walking down Main Street to the shop around the corner and finding your next door neighbor sitting behind the counter. We have to build relationships and trust another way.

When the internet is the new Main Street for many in search of a solution to a problem, you want to get potential customers to like and trust you based on what they find on their stroll through the internet. This means, they need to like and trust you based on what your website has to say about you.

How Can I Show Company Personality on a Website?

How you can show company personality on a small business website

So just how can you get people to know, like, and trust you based on your website and internet presence? Here are a few simple ideas to help:

Don’t forget the ‘about’ section

Accounting Today blogger, Hugh Duffy, states, “The most-visited page on any website, an About page is like a first introduction.”

You can have a whole page on your website dedicated to letting the world know about the business, its history, its values, its goals, and its team members. Therefore, do not neglect this page. Put effort into making it a comprehensive view of the company and its employees.

Take advantage of social media

Social media can be a wonderful tool. It’s a perfect venue to give customers a behind-the-scenes view. You can highlight various employees, show pictures of the office space, and include fun company and employee trivia.

Through social media you can also interact with customers and leads, which enables the relationship and trust to grow even more. Have social media links or icons on your website to help customers become your friends and/or followers.

Use images and video

A website of just text is boring. A website of just stock photos is better, but that can even be kind of boring. Include quality headshots of your employees and pictures of the business. Showcase any type of videos or vlogs as well. When people can see a face and hear a voice, it really helps to make them feel like they know you.

Be consistent with your brand

Yes, you want people to know and like you. You want to be relatable, but you do not want to be relatable at the expense of your company’s brand. For example, if you own a health food store, you probably want to make sure that there aren’t any employee bios on the page talking about a love for french fries and potato chips. Keep the brand in mind. Remember, you want people to know and like you, but you also want them to respect your business and value your services.

Looking for more small business advice? Contact us at Lumen Advisory and Finance!