The difference between the successes of the old stores that our parents or neighbors had, and the successes of today’s small businesses have to do with technology. Business owners who have no knowledge of or misuse technology are condemned to the certain death of their virtual business. For this reason, we cannot let go of any detail of our business, big or small, to communicate our brand to a potential customer on the web. Aspects as important as the mobile revolution (about 1 out of every 8 pages viewed on the Internet are from mobile phones) and the rise of social networks have redefined the way we do business and communicate. Yet these are just small elements of an overall business plan that must be kept in mind on a company’s website.
Today, small businesses live or die for the quality of their site. Although not everyone can be a virtuoso of web design, it remains vital to design a site within a business vision and optimized for modern Internet consumers.
Here are some of the principles that any small business owner can adhere to, in order to help elevate their website and not sink it.
Give up Flash
Many who are creating a business website for the first time are tempted by the elegant offers of Flash animations and ask web designers to use this application. While it is a very natural inclination to believe that moving images and polished graphics will bring more web traffic, the truth is that the use of Flash often gives more problems than it really serves.
Now knowing this, do you really want customers to waste 8 to 12 seconds of their precious time waiting to upload a flash animation? Video Flash is now completely obsolete thanks to platforms like YouTube. Business owners who include videos on their website can easily link their YouTube account where visitors will have quick access to all content.
Many small business owners want a large number of visitors to their site with as much media and content as humanly possible, thinking somehow they will attract attention. Most designers are happy to do this, as it doesn’t take much skill to fill a page with superfluous content. Those who believe this is an appropriate way to do it should look to Apple, which shines in the modern American industry. They are a good example of how to work and improve the use of unnecessary space.
Keep in mind that when Apple launches a new product on its website, it’s always a minimalist design: white background, black text, and maybe an image or two at most. This not only serves to put all the attention on the product in question, it also gives the viewer something more to focus on the product.
Focus on the basics
Just as it is important to focus on minimalism in an overall site design, it is also important to start with the fundamentals of the page and concentrate on them. For example, those working on your new site should focus on creating a simple web page, with only the necessary pages and a contact. Having many pages can complicate usability for both customers and the business owner himself, as the latter may have to wait months to get their site up and running with many pages and loaded with content.
Use color when necessary
Minimalist doesn’t have to mean dull. In fact, color can play a crucial role in an effective website and even help brand development. Many business trainers talk about the importance of the correct use of color when it comes to logos and website design, this is due to the information that colors provide us. Leslie Harrison of the Color Association says that the first sensory stimulus between the consumer and the brand is color. It is also known that a person can better process words within a page when there is a color, staying in the consciousness of that color even more than words.
To this end, electronic sales products may do well to follow Apple’s model with a white background. On the other hand, those who promote a luxury goods business will have to opt for elegance with strong black templates, and those who sell herbal health remedies or parachuting classes should add touches of color through their website.
Focus on the buttons
As small and seemingly insignificant as the call to action button is, it is actually the most important aspect of any website. With a simple click on one of these buttons, the target automatically becomes an advantage, where we become quickly with the customer’s attention. Therefore, the owner and designer must work together to ensure that they have the most visually appealing calls to action with the buttons on the web. This is where color can also play a key role, as many therapists recommend the use of orange buttons, as it is a strong color that emanates urgency.