Top 3 Reasons Local Business Websites Are Failing

It still amazes me today when I visit a small business owner to discuss local business promotion and I get the old "Oh no, we're ok, we have a website already" statement. Especially because I'm always talking to the owner after I have done my research.

My research usually shows, that the business website is ill designed, not optimized, in most cases has absolutely no call to action and the business information is hidden somewhere in the back pages. Most times business owners rely on family members, employees or friends to create and manage their online image and that can only lead to disaster.

One of the first things I do when I meet a new business prospect is I ask to see their business card, brochures, fliers or any other printed materials. If I see that they have a quality product and that they care about their company image I know I can help this owner realize the importance of the same quality and pride in their online presence.

Just Like a Brochure

I explain to business owners how their website is basically like a brochure and that people today expect to see quality and a professional image on the internet. I explain to them that just like their printed image which they entrusted to a professional, their website needs to reflect that same professionalism.

The world's best designed brochure will not help anyone if when it comes back from the printers it remains in the shipping boxes, stashed in the back office. The message needs to get out there, and again a luxury brand retailer will be better served getting is brochures targeted to upscale areas of town instead of doing a blanket coverage where everyone in the city is provided with the information.

And lastly, if the brochure only shows business information and does not invoke an action it's just brand building. Some business owners hope that people who receive their brochures will put them in a safe place and grab them later when their services are required. It's not the case, most brochures hit the garbage or recycling bin faster than they were printed.

Avoid these three local business website killing mistakes.

1. Amateur Website Design

If you do your shop's signage yourself with sharpies and water colors you can probably get away with doing your own website. Otherwise hire a professional website designer to do the work for you.

And when looking for a professional designer, shop around and avoid companies that do web design as an afterthought like a printer or a graphic designer. Get someone who specialises in websites that are expandable and are managed.

2. Poor Website Optimization

Optimization is the term used to describe how to deliver your website. Optimization for a local company means that the website is targeted at the real prospects for the business. The right keywords for the products and services will allow a business to be in front of people who looking for solutions. Targeting the right local areas will help business owners avoid wasting their time interacting with prospects that are just too far away to make it worth their while.

Although some website designers do have some idea of what search engine optimization is, the majority will not be able to fully achieve the goals of your local business. Seek a professional that understands your local market so you can show up in Google local and natural results for your business and your area.

3. Not Having a Call to action

The call to action is crucial. People who have found your local business website where searching for a solution to a problem. They want your help and you can help them. Make it clear on the first page and on every page what you want them to do. Tell them to call, visit, email, fill a form, print a coupon or whatever else you want from them.

Make it easy and clear to them. Having your contact information at the top right corner of the website or the sidebar will remove doubt or confusion on how they can get in touch with you.

The internet is not a fad or something that will pass over soon. People expect to see small local business online as they search for information. If they can't find you or if when they do find you they lose trust in your business because of a low quality website, people will not hesitate and go to the next search result and do business with your competition.

Treat you business website like the asset that it is; A business tool that can generate qualified motivated leads that can grow your business.

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