5 User Experience Best Practices for Small Business Websites

In the digital age, it’s important for your business to have a website that can serve as its online storefront. Your website will enable you to connect directly with your present and future customers, and it can also serve as your primary digital sales channel. In addition, it’s through your website that you can build a community that supports the growth of a cause you believe in, and you can be the first one to inform your customers about your latest products, services, and promos.

It takes a lot of work, however, to be able to build a relationship with your customers through your website. Similar to any brick-and-mortar location, you’ll have to ensure that your online storefront delivers customer experiences that will keep your patrons happy and willing to come back to engage with you again.

That’s where user experience, or UX, comes into play. If you want your small business to grow and build up a loyal customer base, you’ll want to invest in good UX and make sure that you center the customer experience in every future iteration of your website. A professional web design services provider like SearchWorks.PH will be able to translate your business goals on your website and make sure you fulfill them using solid UX. Here are some of the best practices that you can observe on your journey towards building your online visibility and achieving your customers’ satisfaction:

Develop a Deep Understanding of Your Target Audience

First, it’s important to understand what your customers’ wants, needs, and concerns are whenever they bring their business to your establishment. If your small business focuses on selling clothes, for example, you’ll need to have a good idea of what your target market is like and the barriers that buyers typically face when shopping for products or engaging in services like yours.

You’ll have to clearly communicate this information to your web designer so that the website can be designed with your target audience’s concerns in mind. If you know what your customers are looking for, you’ll have an easier time designing an online storefront that immediately captures their attention and that makes their shopping experience more pleasant than what they might get from another business.

Make It Easy for Users to Find Exactly What They Want

After being clear about what exactly your customers want, the next step is to make sure that they can easily find what they’re looking for on your website. If website users can’t see what they need from your website in just a few clicks, then there’s a good chance that you’ll lose their attention and they’ll bring their business elsewhere.

Your web designer should help you avoid such situations by implementing a straightforward and intuitive navigation system. The information you provided about your customers will also help the designer figure out which website functions should be easily accessible to visitors. For instance, if you’re in the business of selling supplies for companion animals, then you can include quick links to your cat and dog product supply pages in the main menu.

Ensure That the Website Is Mobile-Friendly

A great majority of today’s internet users use their smartphones or tablets to shop, and this should be a factor when you design your website for better UX. In today’s digital economy, it’s a must for businesses of all sizes to have mobile-friendly websites.

Aside from retaining the same level of functionality on mobile, your website should also be able to load quickly on mobile screens. This way, it can quickly engage visitors even if they’re on the go or just passing time on your website. Your web designer can help you do this by keeping the web design simple, using compressed images, reducing the use of custom fonts, and minifying your website’s code, among others.

Use Customer Opinion as a Guide for Making Improvements

Consider your small business website to be a work in progress that will need constant updates and improvement over the years. You may think that your website is a completed project once it’s launched, but there will always be room for improvement given how quickly the market evolves.

You can get ample suggestions for improving your website from its intended users: your customers. Give your customers the opportunity to give feedback about your online store, such as through a short and optional survey. You can also encourage them to use your contact page to submit any feedback on improvements that they want to see on your website. Bring this up with your web designer and make plans for how to roll out new changes that will ultimately improve your website performance and customer experiences.

Try to Please Users Even When They Can’t Find What They’re Looking For

Unfortunately, there will be times when your customers won’t be able to find what they’re looking for on your website. For instance, one of your products may get phased out or, for one reason or another, one of your blog posts might get taken down.

While such events are normal, they shouldn’t completely mar your customers’ experiences with your small business. It’s an option for you to approach redirects with a bit of humor to dampen the disappointment. Instead of leaving your customers with a generic HTTP 404 error page, for example, you can have your designer create a witty but apologetic custom page for redirects. This way, the next time your customers find that the page they want to visit can’t be found or that there are no products that correspond to their keywords, their experience will likely remain positive overall.

 

With the assistance of a professional web designer who’s ready and willing to know more about your small business, you won’t have a hard time giving your website visitors great user experiences. If you’re in need of such services, get in contact with the people at SearchWorks. We can help you create an online storefront that checks all the boxes.

Glen Dimaandal
Glen Dimaandal
Glen Dimaandal is the founder and CEO of SearchWorks.Ph. He has been doing SEO since 2008 and is consistently featured in mainstream media and industry conferences. His core skills include SEO, SEM, data analytics and business development.
Glen Dimaandal
Glen Dimaandal
Glen Dimaandal is the founder and CEO of SearchWorks.Ph. He has been doing SEO since 2008 and is consistently featured in mainstream media and industry conferences. His core skills include SEO, SEM, data analytics and business development.