Let’s face it. A small business owner wants his/her website to do a few primary tasks: mainly getting the phone to ring or generate e-mails from new customers or clients. Unless you have a reason for people interacting on your website or app, such as making custom color/material combinations and then ordering like an e-commerce website, you want people calling you and then referring your website to their friends and family members.
There are several small things which can be done which, if added up, increase the odds of your getting qualified people to visit your website (for free or low cost) and then contacting you. In no particular order, here is a short list of starting points to help achieve this desired outcome:
- Include an embedded map of your office location or store, particularly if you want people to show up at your location. This can be for a store, medical office, financial services professional or any other business which conducts transactions at your location – not the customer’s location
- Optimize your images’ alt text and other image tags with desired keywords AND helpful content. Do NOT stuff the same keyword over and over again across all of your images. Use relevant phrases which accurately describe what the image represents. This can help you get free traffic from the search engines’ Images features
- Embed your YouTube and other videos in the appropriate locations on your website should the video offer value ONCE the visitor is on your website. Otherwise leave it on the video-sharing website with the primary intent there to encourage viewers then to visit your website
- List the areas your business serves. You even can make town-specific pages so long as you have methods to make the content on such pages at least somewhat unique. Otherwise just list the towns you serve such as what you see here
- Ideally, have specific pages for each broad category of service you provide. You can get into the “micro” categories if you have the content and willingness to post such content, provided that your website hosting platform permits several pages to be generated. Here is an example of a Services page which lists the services provided at a customer’s location
- Include links (text or icons) to your social media properties (e.g. Facebook and Twitter), review profiles (e.g. Yelp), video sites (e.g. YouTube) and any other relevant social properties like LinkedIn or Instagram
- If you are a member of a review service like the BBB, and you have a favorable rating, then include a link to that as well
- Make any phone numbers mobile-friendly so that people can make a simple click-to-call from their phones
- Make your site as mobile-friendly as possible, if for no other reason than to preserve your mobile search rankings
- Check your website’s analytics in order to determine if people are “bouncing” when they first visit your website
- Compress images when possible in order to improve page loading speed times
- Geo-tag images before uploading so that GPS coordinates are part of the images’ properties. You likely need 3rd party software to do this, but many of those software packages are no-cost to download
Again, this is just a small checklist. Feel free to leave your thoughts on what else can be added in order to help increase conversion rates for the average small business owner’s website.