Make Your SME Company Website Successful

For a successful website, there are several indications that must be considered. Especially in a SME company website these points are often miserably neglected. Often out of ignorance, but sometimes also because too little heed is given to the factors. Too good SME websites include websites that are evenly appreciated by customers such as search engines. So they also include your website and break out of the niche, thereby here are some useful hints. Do take a piece of paper and a pen and write down points that you are missing, which are particularly important or about which you have heard the first time.

1. Identify the target audience and shorten the content

At the beginning there is always the „Who, for whom“. This means you have to think who is the target audience, and who you want to achieve with the content. Do you want to sell products or services, the content of your website should be focused on the customers. Do you want to find, on the other hand, business- and sales partners, the content of your website is targeted at an entirely different audience. Based on this orientation, the texts on your website must be structured and so provide the respective target group added value. You will also frequently see navigation points «end customer» and «business partner» on SME websites. Comparing the texts encountered there, you quickly realize that this content is very different, even if it is identical in certain respects.
When you know, which group you wish to inform, you have to give some thoughts about what the target group would like to learn, know and read. So contact details should be always quickly found on SME websites, if necessary with an itinerary, other information is the points such as the products or services offered. It is also always important here to pay attention to the timeliness. If the page content is not up to date, the customer quickly gets the feeling that the page is not maintained and all information provided to him is no longer current.
The points of the target group and the content should always lead to a result. This result should primarily impact on your sales figures. So you can say that with your website, you want a certain number of visitors per month, a third of which will contact you. In the ideal case, 50% of these establishing contacts are new customers who increase your sales.

2. The content is of prime importance

The content that you revealed must be well structured. This refers to the content itself, as well as the page layout, and navigation. Depending on length, the text content should be kept in paragraphs, have a juicy heading, and also often be ‘first-paragraphs’ to find. This first paragraph contains either a preliminary or summarizing content. Subheadings or tables, graphs simplify the written word, and make it clear additionally.
The content must provide all relevant information, possibly even answer questions that arise in the course of reading. If the text contains too much information, it starts to be boring for the reader; on the other hand, if it contains too little information, the visitor leaves the site again seeking more information.

The information you provide is always indeed subordinated to the goal, which is for the reader to become a customer who purchases the products and orders the services. Nevertheless, further information should be provided especially for specific content. This can come by itself, and thus be linked internally on your website or refer to an external website. In the latter case, the disadvantage is that the customer leaves your website and might never return. Links should always open in a new window.

A good content is the alpha and omega of a customer-friendly SME website. The content must be tailored to the customers, to the target group. It starts with the selected language. Subject-specific words can confuse the customers, in the worst case, he would not even understand what the text is trying to tell him. Competence in the offered industry should not be combined with the technical jargon, the customer wants to understand what he reads and read what he can understand.
The highlight in the content is to find the right «dialogue-oriented sales approach». Write for your customers in the style, like you speak with them. Speak to the customers directly, do not use dead verbs («are located», «there are», «includes», etc.), write actively and use rhetorical questions. The reader must be entertained and informed at the same time. Living language that invites – and does not detach the customers.
The reader must not only be able to understand the text, he must accept it. This means that the written word stick to one’s mind, and accordingly also must be formulated easily. In no case a text should be complicated or bring the reader too much trouble during reading. Everything should be designed so that the reader can understand it easily, and it should already begin with short sentences.

3. Run it, but properly

The navigation of a SME website is often too much neglected. Content can not be read, if the customer does not find it due to poor navigation. A website navigation should always be simple. The navigation bar should not be overloaded, but quickly point out to important content. The menu names should be short and self-explanatory. Examples could include: consulting, prices, dates, contact, etc. Of course, the bar is aimed at your offer and the content of your website. For example, in order to inform your customers mainly on available products, and give this range a lot of space, you can also forego the menu entry „Products“ and list the individual product groups as navigation points. It is up to you where to put the navigation bar: at the top of the page, on the right or on the left. You should keep in mind that as soon as you have more navigation titles, and possibly submenu items, this can be represented worse and customer-unfriendly on an upper horizontal bar.
A good structuring of navigation is the breadcrumb navigation (eng.). This is preferred by many customers and is often found in online stores. This bar Homepage> Products> Website Optimization lets the customer see where he currently is, and can return to the main menu or to the overlying category with one click. Such a breadcrumb makes sense just only when many subitems are available.

4. Appearance is important

Now when we’ve already mentioned the order of your navigation bar, we’ll get to the next „visual“ point. The appearance of the website itself. There is no patent remedy how your website should appear, because ‘beauty is always in the eye of the beholder’. Important is the total package of the SME website. So text, design and color scheme should be coordinated. Images and illustrations provide visual stimuli and support the understanding of the text. Despite succumbing to the stimulus of visual effects, you should always think about the loading time of your website. Waiting too long on the page layout deters customers.

5. SEO should not be forgotten

The last point is the perfect search engine optimization. As with any website a good off- and on-page optimization is also important for your SME website. Off-page optimization is also important for SME websites; that means link building, backlinks, article directories and web directories. On-page optimization is aimed at the content of your website. This refers, among other things, to headings, keywords and so on. You can get general information in our SEO workshop and other articles in the category ‘SEO’.

Take the above-mentioned points as a guideline, if necessary, also the notes you wrote down, and develop your SME website into a customer magnet, which will also discover the search engines.

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