With hours in the day to spend on digital marketing in short supply, small business owners need to know how to make the most of the time they do find to reach new audiences online. With that in mind, we asked their potential customers what matters most to them in a business website, and how business owners can best meet their expectations.
As part of the Vistaprint Digital Small Business Consumer Expectations Report, we surveyed 1,800 U.S. adults who have visited a small business website in the past to find out what they’re looking for on a website, how often they expect sites to be updated, what’s most likely to make a bad impression, and more. Hopefully, what we found will help you prioritize your to-do list and make the most of your online marketing efforts!
Starting off with a bit of good news; over 40% of the initial 5,298 respondents said that they have visited a small business website in the past. That means there are lots of opportunities to make your business look good to your potential customers.
Have you ever visited the website of a small business before?
When those potential customers do find their way to your website, it’s critical to make a great first impression (36% of consumers discover business online for the first time!). But don’t be intimidated; let the results below provide a sort of checklist to help you see how your website measures up. First up? Make sure your contact details – email address, phone number, location – are up to date. Other items that should top your list? Providing directions and hours, updating product information, and checking that your design or color scheme is sending the right message.
What’s most likely to leave you with a bad impression when visiting a small business’ website?
While it’s important to know what makes a bad impression, we also wanted to know what factors contribute to a positive experience. No surprises here: the results showed that current and accurate information is also the most important thing when it comes to making a good impression.
What’s most important when it comes to having a positive experience with a small business website?
If you’re wondering just how important it is that you make your way through that website checklist, bear in mind that we found that nearly 60% of respondents said a bad website impression would make them less likely to purchase from a small business.
What kind of an impact does a bad impression of a website have on your decision to work with the small business?
Knowing that outdated information is one of the most likely things to leave a bad impression – and that a bad impression might cost you business – you might be wondering how often you should update your website to avoid that faux pas. Based on our findings, information starts to feel dated somewhere between one and six months. If you Go to the full article.