WordPress is an incredibly robust content management system (CMS) allowing the development of virtually any type of website. The world agrees – with almost a quarter of all current websites built using this platform. WordPress is designed to make search engine optimisation (SEO) easy and to make website design accessible both in flexibility and affordability. It’s important to remember that whilst WordPress is a fantastic platform, it takes more than a CMS to help your products and services sell online. Using WordPress effectively for small business also requires strong design, user experience, functionality, target audience understanding and much more. Here are some tips to keep in mind when using WordPress for your small business.
Focus on your website audience
An effective website for your small business should focus on your target audience – that is, who are you trying to attract to your website to purchase your products or services? Their experience on your website will affect not only whether they take a greater interest in your services or products, but it will also influence how your visitors view your brand. With this in mind, your first step should be thinking about your brand and your target customers.
It’s important that your website reflects a similar image to what your audience will experience on other online channels, as well as in person. Do you have a consistent colour scheme associated with your brand? The first impression many of your customers will have of your brand is the landing page of your website. Understanding what your audience expects from a website, and key landing pages, can help make all the difference to their online experience with you. Make sure to take the time to visit some of your competitors websites, consider it objectively, and decide if there are elements that you think are strong or weak. Are there certain colours or design features that you find across many companies, and if so, why? An example of this can be found in the medical industry. Many companies use blue or green tones, with good reason – these colours are often associated with competence and trust, a valuable impression for these companies to tap into.
Customer journey and user experience
It’s imperative that your customer’s online journey is in line with their expectation. Is it easy for your customer to find the information they are likely to need? Consider fundamentals such as your navigation/menu system – is your critical information one click away? Can your visitors make contact with you easily? Also consider the performance of your website in terms of page loading speed, mobile experience and such like. The bottom line is that your website should offer an easy and intuitive user experience.
Integration with other business systems
In small businesses we are often pulled in a hundred different directions, and trying to determine priorities can be difficult. However, this can be simplified and improved through the use of effective systems. Your website should be considered as your “online marketing hub”, with links available to your social channels, email, and other useful contact points. If a visitor submits an enquiry, you need to consider where this information goes – do you have a CRM or an email marketing platform? Ultimately these should all be linked so that you avoid duplicated effort and can look to prioritise your tasks.
These are only a few ways to help you towards using WordPress effectively for small business. You can access more in-depth ways to improve your website through our tailored WordPress training and coaching, or feel free to reach out for a FREE website audit.