Why Small Business Websites Fail (with Checklists!)
Why do so many small business websites fail to deliver the results their owners want? No — make that the results their owners need. Given the rule of thumb that 80 percent of small businesses fail* within five years, it’s not surprising that so many websites deliver lackluster results. The biggest failure point is pretty simple, so I’ll just throw it out on the table:
Most small business websites fail because they aren’t focused on their role in the business they represent.
Websites commonly try to do too much or too little. Very few manage to strike the just right balance required cost effectively accomplish their goal.
What should your website’s goal be?
Only you can answer this, but I can describe some general paradigms. (After these, I give some general, tried and true suggestions useful for all three.)
Start the conversation websites.
This is what FastWebUpdates.com is for — to start the conversation with people who need their website maintained and improved. Start the conversation websites introduce a product or a service to a new audience. It doesn’t matter how the audience finds the website. But once they get there, start the conversation websites need to present enough information to convince the visitor that this expert is worth talking to and then provide a way–a call to action–to start the conversation.
Checklist:
- Does your website, quickly and easily, state what differentiates you from your competitors? You have 10 seconds to convince people that your website is worth their time. Does it?
- Does your content demonstrate your mastery of the topic? Is it easy to see that you’re in the running as someone capable of handling whatever your visitor might need in a very workman like way–maybe even better than average?
- Does your website provide value beyond the basics–something that visitors aren’t going to find at every other website?
- Do you have a clear call to action that gives your visitors a reason to initiate the conversation with you right now?
Due diligence assistant websites.
If you want a website that simply confirms who you are to people who already know you, this is your type of website. Your visitors are likely specifically looking for your site and will make judgments about you once they get there. The content needs to confirm your earlier conversation with them–reinforce the main points–and then extend the conversation to new areas. Your visitors want detailed information, and this is your chance to continue the sales call in a very deep and meaningful way.
Checklist:
- Does your website cover, in the same detailed way you would cover it in person, the standard information you present when talking to a new client about how you can help them?
- Do you go deeper into these topics on your site–expanding the conversation from where you started in person to where you would like to go if they gave you the time?
- Is your content up to date with all of the latest developments in your field of expertise. For example, if they decided not to do business with you this time (it happens to the best of us
), does your website give them a reason to keep coming back to it?
Complete the sale websites.
These are the standard e-commerce websites. Visitors stop by, find something they like and buy it. Complete the sale websites have to have very detailed information about each of the products. And pictures — the more pictures the better. Check out Zappos (click on “multi view;” no, I’m not a fan of Pirate shoes. 
) for an example. See how you can find multiple images of every shoe? Would you buy a shoe without being able to see all of those images? Do you have any items on your
- Do the product descriptions on your site sell them as well as you could if you were talking to your prospect? If you sell the same thing as Amazon, is there a clear reason–other than price–that they should buy that item from you and not from Amazon? Check out Woot.com for an example of how to use truly unique descriptions.
- Are your site pictures clear and detailed? Can they see the items from multiple angles? Can they zoom in?
- What about your various policies and FAQs? Is it easy for people to find them? If you’ve failed to anticipate their needs, is there an easy way for them contact you?
All Websites Need To….
No matter what your goal, all websites need to handle some basics in order to succeed.
- Communicate your unique value quickly and clearly right up front.
- Make sure people can find what they want. Don’t hide information or make people click around all over the place to get the basics.
- Make sure people know that they should come back. One time visitors are largely useless so you need to motivate visitors to comeback time and time again. Here’s a hint: be useful, provide value. It works!
- Email is good. RSS is the future. Make sure people can sign up for an email list and that they can subscribe to your RSS feed.
Whew!
Success takes time and dedication. If your website isn’t doing what you want it to, DON’T PANIC! Tweak it and see what happens. If that doesn’t work, repeat until you find something that works. You will hit it and you’ll be glad that you did.
Enjoy your weekend!
* This article questions that number. But note the language it uses. “still in business”. Take it from someone who’s been there: still in business is vastly different from succeeding. But that’s a subject for another post!