Building a Successful Website that Encourages Visitors to Buy


Having a small business website is no easy feat. You spend a lot of time writing content and tailoring your content to meet your keywords. Once you’ve gotten your website onto the front page of a Google search engine ranking page, the final step for a visitor is to click through, right?

Guess again, the final step is Buy or Subscribe or whatever action you want a visitor to take after they’ve gotten to your small business website.

One of the most common mistakes we make as small business website owners is to believe that our website is done and perfect. Your homepage, or landing page, is the first impression. Don’t spend all your energy getting those clicks and letting them go to waste.

And for the ever-lingering question: what are the determining factors for a building a successful website?

Here are a few questions to ask yourself as you build your own website.

Is Your Site Compelling?

In a matter of seconds, a website visitor will decide whether a website is worth their time, or they’ll quickly move onto the next one. The Nielsen Norman Group reports time and time again, that users have been led astray by useless websites, which has forced them to be skeptical. And what’s the prime characteristic of a useless website?

Poor web design and a lack of a message.

Your small business website must find the balance of giving just enough information to intrigue viewers to keep browsing, but not enough to overwhelm them. Properly portray the value of your business as you build your website. Use strong visuals and copy that highlights the core benefits of your small business website.

Does Your Site Flow?

Although it may not seem so, website navigation is an intricate piece to building a successful website. Seamless navigation can often go unnoticed, but lousy navigation can be completely detrimental.

Picture it: you win over site visitors with an alluring homepage (which we’ve already established is no easy feat), and your navigation is full of broken links. You can guess exactly where that visitor is going – back to the search engine results page.

Don’t allow your site visitors to get lost between pages. Ensure your site navigation is clear-cut and to the point, guaranteeing users know exactly where to click in order to gain enough knowledge to make a purchase or fill out a form.

In addition to intuitive site navigation, each page should be built with purpose and should therefore have strong calls-to-action instructing visitors what to do next.

Think of it this way, upon landing on your small business website, most of the time visitors aren’t quite ready to buy. Consequently, guiding the user page by page to buy is the best way to ensure conversions.

Here is an example of a good user flow could include: Add a button to your homepage clearly stating “Learn more,” linking to your “Services” page, and your “Services” page linking to your contact form. This will allow users to get comfortable with your company and product, while softening them up to the idea of purchasing.

Does Your Content Cater to Your Audience?

What’s worse than landing on a site, reading the content and feeling as though you were the last person they’d think of marketing to?

If you want engage your audience you have to learn to appeal to them. Developing online personas is the perfect way to do so. Create content specifically catered to the people whom you want to engage by mapping out who they are and the reasons they buy from you.

For example, if you’re a yoga instructor, there are a variety of personas you could cater towards:

  • Women and men looking for beginner yoga classes

  • Women and men looking for intermediate yoga classes

  • Women and men looking for advanced yoga classes

  • Women and men looking for online yoga tutorials

Now that the yoga instructor has defined their market, they’re able to develop content catering to each skill level. The instructor can then speak to beginners without scaring them off, while letting advance students know they’ll be challenged. In addition, opening the market to local and online students allows the instructor to sell classes as well as eBooks and videos online.

What it All Comes Down To

In essence, determining the success of your small business website boils down to more than just clicking “Publish.” Similar to keeping a successful business, building a successful website takes maintenance and upkeep. Before you decide to kick your feet up, reveling in your Internet victory, are you sure there isn’t more you could contribute to its success?

Image via Shutterstock

About the Author

Alyse Speyer
Alyse Speyer has successfully created and maintained sustainable brands through traditional, online, and mobile marketing channels, utilizing web content, social media, advertising, search, lead nurturing, and integrated strategies. Before Yola, she held Marketing Manager positions at Jobvite and Online Marketing Connect. Alyse has seven years of online marketing experience, specifically inbound and product marketing.
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