6 Ways to Improve Your Small Business’ Web Site Home Page

Posted: Aug 26, 2012
Author: WordJack Media

Even though we are always told not to judge a book by its cover, it inevitably happens anyway. A poorly designed web site is a huge mistake in the web marketing world. If your home page isn’t attractive, exciting, enticing, and educational, you’re just asking for people to take one look at it and then click away to your competitors.

Web design is a very challenging task, especially for small businesses. You’ve got to gently walk the fine line between awesome or cheesy, informative or cluttered. Here are a few tips to get you started:

1. Simplicity is key.

You shouldn’t always look to large, well-established businesses for an example of amazing web design. Many companies have cluttered home pages, but because they’re so big, they can get away with it. Take The New York Times for example. Everyone already knows who they are, what they do, and what they’re about, so it doesn’t really matter if their home page is filled with about a hundred different links, ads, and options for you to choose from. As a small business owner, on the other hand, you should keep your home page as uncomplicated as possible. Use simple slogans, one headlining picture or video, and minimal amounts of text. You don’t want to confuse new visitors with clutter.

2. Be conservative on page length.

Have you ever opened a web page and discovered that the scroll bar on the browser immediately shrinks faster than your patience on the highway during rush hour? You don’t need an endless stream of information on your home page. Keep your scroll bar size healthy by separating each section of information into digestible chunks and making a new page for each, with links connecting them.

3. Keep the most important info above the fold.

When it comes to web design, you don’t want to save the best for last. The area “below the fold” on a webpage is any information that a visitor must scroll down to see. The truth is that many people are too lazy to do so—which means you should always display your new products and important videos and photos at the top of the screen. Snag those customers early without making them put in any effort, and they are more likely to stay on your site and explore further.

4. Keep it current.

It goes without saying that it’s really annoying when you visit a website and their most recent blog post or press release was published in 2002, or they’ve got a big banner advertising a special sale that ended 2 weeks ago. Keep your web site active and maintain regular posts on Facebook and Twitter. Customers won’t stick around for long if you’ve gone MIA.

5. Maintain consistency throughout media.

Some companies may have a website with lots of earth-toned colors, a logo that is bright red, and business cards with purple polka dots. In most cases, that’s not the best idea. You want your brand to be recognizable and consistent, no matter where it appears. Select the overall “look and feel” of your company’s branding very carefully, and then stick with it.

6. Show some personality!

One of the most important aspects of web design is having fun. If you enjoy designing your site, your customers will have more fun visiting it. For example, if you’re a DJ, you could create a musical website theme with a disco ball, music notes for bullet points, and some animated flash graphics of people having a great time at a party. If you’re a wedding planner, fill your website with flowers, intricate lace, and photos of decadent cakes that will make your customers’ mouths water. The only limit is your imagination!

Do you have any other home page design tips for small businesses that you could share? Post a comment below!

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