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Essential Areas for a Small Business Website

Written by Jon Leitzinger

Kaplan University

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In today’s diverse economy, small businesses are the heart of our workforce and part of the American dream.  In order for a small business to stay competitive, business entrepreneurs must stay in touch with current technology trends.  Websites offer new opportunities for small businesses to connect with potential buyers.  There are three essential areas entrepreneurs should consider when designing their small business websites: type, navigation and appearance, and design companies.

First, entrepreneurs should determine the type of website needed by considering the size and sales volume of their businesses.  Small businesses with smaller sales volumes, or thinner product lines should consider storefronts, virtual shopping malls, or third person sellers.  One advantage of these websites is the lower initial cost because these sites are already established.   Another advantage is the low maintenance costs to continue operation.  With an already established site, the seller is not responsible for server updates, equipment purchases or other upkeep costs.  However, these websites are less personal.  Sellers have fewer options for customization and they do not have the professional appearance of a site designed by a specialized company.

Second, entrepreneurs should consider site navigation and appearance.  Once business goals have been developed, creating a user-friendly interface is essential for a successful website.  The website layout should be inviting and consistent.  Menu sidebars or frames are useful, and should be uniform throughout the site.  Navigation buttons for returning to main, back and forward should also be available on all pages.  Unorganized or cluttered pages may discourage or frustrate potential customers.

First appearances are important.  Making the site easy to view by putting items in an organized format will help businesses draw the customer to their products.  Clutter on the main page of a site can lead to confused customers and lost sales.  Entrepreneurs should first decide what is important, and then create a cover page.  Second, save accessory information for navigation bars to prevent information overload.  Finally, use attractive graphics and fonts to add to the appearance.  If necessary, they can hire a web development company to assist with the design.

The third area small businesses need to consider is whether to hire a web design company to assist in the creation of their web page.  Entrepreneurs must choose a designer that understands their goals and the purpose of the site.  There are many companies in the market today, therefore they should collect quotes from different companies and negotiate prices.  Small businesses can check the company’s customer satisfaction history through agencies such as The Better Business Bureau. Once they have chosen a company, they can schedule a telephone conference or face-to-face meeting to discuss objectives. 

A successful website today is a must for small businesses.  To help achieve an effective and efficient site, entrepreneurs need to choose the best type, navigation, and appearance for their goals.  A design company may assist small businesses by increasing the level of professionalism and productivity of the site, which will help to connect the business with its customers.  

References

Chapman, M. (2005, January). Easy grows navigation.

How to choose a web design company. (n.d.).