7 Tips for Building an Effective Business Website

In 2020, an online presence is crucial for any business, even for local brick-and-mortar companies that don't conduct via an online storefront. Studies show that 97% of customers search for local businesses online, while 94% of B2B buyers research companies online first.

Whether you are creating a new website or updating an older site, you must keep these design principles in mind:

1. Mobile responsive
   Reports state that more than 70% of shoppers made purchases using their cell phones, and stats show that over 90% of shoppers use their smartphones (even while in retail stores!) for comparing prices and looking at product reviews. A good website absolutely must cater to mobile users.
2. Clear call-to-action
   Each page on your website should tempt the reader to do something – call, sign up for a service, subscribe to newsletter, or buy a product. Be sure to have a clear invitation to do just that: actionable text, a button, or a link. Keep it above the fold (the portion of a web page that is visible in a browser window when the page first loads), so that readers do not have to scroll before finding the call to action.
3. Easy to navigate
   Limit your top-level navigation menu to easy-to-understand tabs with related pages organized under them. Have a clear way to get back to the home page no matter where your readers land. Very often, a search can have your reader begin on a section other than the home page. Short paragraphs and bullet points also make the information more scannable and likely to be read. 
4. Easy to find
   You need to have a domain name (URL) that describes your business, or is your company name, and contains main keywords. If your business depends on people being able to contact you or call your sales team, put that information where they can find it easily (in the header and footer of every page). If you use social media to connect with customers, then be sure to put links where they are easily found.
5. Keep your pages uncluttered
   Readers need to be able to put information in context. If a site has too much information, it overloads. Be sure you use a balance of text and graphics that present a clean page. If your widgets, and gifs, and video content do not support the purpose of the page, remove it.
6. Make sure it's accurate
   Inaccurate information will frustrate consumers, whether it's a wrong number, outdated information, incorrect product details, or basic grammatical errors. Not only should you proofread each page before it goes live, but you should periodically check each page, especially after making updates. 
7. Get personal
   Just as local brick-and-mortar businesses invest heavily in their storefronts to represent their brand images, e-commerce retailers need to create a similar high-quality online experience in keeping with their brand. Your "About Us" page should not be a bland block of text about your company. We recommend including a good, current photo of yourself and/or your team. Consumers want to know that there's a real person who's going to be working with them. 

To remain competitive in 2020, websites need to engage their users and create an enjoyable experience. Shoppers are looking for a seamless way to get what they want, and when they want it. Keep it clean, simple, and current.