Small Business Website Reviews
Recently, I hosted an event for the Digital Hustle Tribe to get their small business websites reviewed. You can catch the full video below or the audio version where I go through the main points quickly.
The first website I reviewed was Ashley’s therapy business.
Things I loved about her website:
Have clear call to actions throughout the site.
This is often overlooked by small business or startup entrepreneurs! Having a clear call to action right when the page loads leads the user through the website on a journey you want them to take. I’ve said it multiple times: think of the user as a drunk lazy person. They need to be held b he hand and walked to their next destination.
Have a simple header section (aka the menu navigation area).
Ashley keeps her website clean and crisp. Her navigation is no exception. The website features the name of the business, the top level pages and a highlighted button.
Often, clients want to put all the pages they have created in the navigation. This makes the user confused and it’s unclear where they need to click. Instead, think of your top pages. Others can be in drop-downs or down in the footer.
Things that Ashley can improve on her website:
There is barely any human connection on Ashley’s website.
I would love to see a section introducing her on the home page and even swapping out the solid color background in the hero section for a full width image of her with text overlaid.
The only times I’ve seen websites take on the “no-face” attitude have been those that use influencers/models for their products or are established. Think Target (super well-established) or successful local boutique websites (utilizing influencers or others as the face).
Ask yourself: would a person trust me? With a faceless company, especially a startup or small business, the answer would be no.
Navigation titles need to be simplified.
As much as possible, get rid of the “Us” and “Our” words from your navigation. It’s just cluttering up the space and does nothing to push your brand forward. Instead simplify to “About” or “Services”.
Images on the home page make the overlaid text hard to read.
Ashley tried to add some human appeal with stock images. I don’t mind that at all! One thing she should think about is the readability of the text over the images. She’ll either need to make the image darker to show off the white text or move the text below the image and change it to black.
Ashley doesn’t have enough text on her site.
I suggest having about 300 words on each page - at least the main pages. To boost some of the text, Ashley’s site would need more explanation of who she is, her company, and why she stands out among her competition.
For example, the home page needs a blurb about her and perhaps a small elevator pitch or tagline. The services and about pages need a hook towards the top. Her manifesto or mission could be added to the about page.
On the services page, she could explain some of the jargon and create sub pages that speak directly to the content in the 3 columns.
Finally, she could sprinkle testimonials throughout as she gets them.
Create a footer that truly works for you.
Ashley’s footer does at least have a call to action. I would recommend taking it a step further by adding quick links to other pages, a USP or Unique Service Proposition (aka elevator pitch), the legal pages and a copyright.
The contact form doesn’t need to be a pop up.
Right now, Ashley’s website has the contact form as a button pop up. A better solution would be to pull that contact form into the page. Think of users who have old browsers or, for a multitude of reasons, can’t get that pop up to open. You don’t want to frustrate them.
Phone number should be hyperlinked
Since the website is catering to a field where people will likely want to call to schedule an appointment, I suggest Ashley hyperlink the phone number.
The second website is all about smart homes.
Things I loved about this website:
Great use of a headline on the hero section of the home page.
“How Smart Is Your Home?” was a great use of a headline. As a website designer, I believe it would be best to add a call to action and, as a marketer, I feel like a great quiz to capture emails would be ideal.
Imagine this: you land on this website and click the button underneath the headline. It takes you to a landing page with a quiz. You find out what level you’re at while entering your email and now get emails with tons of value on making your home smart.
This helps build the ultra powerful email list + add interaction with your leads.
Great use of navigation and footer.
Although the footer can be tweaked to support the site a little more, I like how clean and simple it and the header have been. One thing I’d love on this website, and perhaps Ashley’s as well, is adding the contact information.
Having your contact information in the header really helps people focus in, especially if they’re ready to book with you.
Each product has its own page with information.
Not only could this help with SEO, if done right, but it gives the opportunity to showcase products without the clutter of others. This can also be done with services, etc.
Things that could be worked on in the website:
Emotional copy gets to be added to the website.
When it comes to a service where it can get personal, such as you’ll be coming into my home, I’d love for the copy to be a bit less cold. Think of your target market and the decision-maker.
Off the top of my head (aka no research to back this up), women are typically the decision makers in the home. New front door? Ask the wife for a yes or no.
Note: I’m using wife here but it’s really about the stats on the decision maker. In my household, the roles are reversed but I’m trying to keep this article simple ;)
If most of the decision-makers are upper-middle to upper class women, tailor your copy to appeal to them. Are they worried about safety? Are they thinking about ease?
Next, show them the transformation. What would it be like if they chose your solution to their problem? Not the features, it’s the benefits. Peace of mind? Less stress?
Featuring products or collections on the home page.
The home page would be a great place to display products. First, think of your strategy. Are you going to feature your bread and butter services? I.E. the ones that bring in the most money? Or is your plan to feature the products often searched for, even though they’re at a lower entry level? This latter idea is often used when you know you’ll be able to upsell them on a whole system.
Make a bigger deal of what sets you apart.
Not only is this business a supporter of the Mid-Ohio Food Bank, but it’s also veteran owned. That can be placed towards the bottom of the home page and in the footer. Especially with a business that’s focused on a region or community - you want the users coming onto your website to know that. People are becoming pickier about who they shop with and knowing that it’s a small veteran owned business that supports the community food bank, it makes their decision easier.
Review for both websites:
I recommend legal pages to be added. This could include a Privacy Policy, Terms and Conditions or whatever your lawyer recommends (since, in case you weren’t aware, I’m not a lawyer).
Emotional copy that appeals to your audience and where they are in their journey to the problem’s solution.
More copy on some pages. A goal is 300 words.
That’s it! In the comments, let me know if this was helpful and what topics you’d love to learn about. Have a speaker in mind? Tell them to contact me! I’d love to add more amazing digital bosses to our podcast!
Make sure to leave a review or thumbs up on whatever platform you’re listening to me on. I look forward to catching you in the next episode!
