In 2024, having a powerful online presence is more important than ever for local businesses. With increasing competition and consumer expectations, your website can make or break your success. However, many local businesses still don't have the tools, knowledge or budget to build an effective website.
That's where companies like mine come in. As a web designer focused specifically on small businesses in Franklin, TN, I'm passionate about helping local companies get the websites they need to thrive. In this post, I'll share my blueprint for revolutionizing local business websites in 2024.
Whether you're running a restaurant, retail store, or service-based business, the foundations of a good local website remain the same:
Getting these fundamentals right is key - it makes your website inviting and usable for visitors. As a web designer, I emphasize nailing down site architecture and core elements before enhancing with bells and whistles. Just like staging a home before selling, you want the bones to be solid.
The foundation also depends on choosing the right platform. While I love advanced platforms like Webflow for design flexibility, simpler options like Squarespace or Wix work for many local businesses. The key is finding a platform that balances your budget, technical needs and goals.
For a real estate agency client, we chose Squarespace for its built-in IDX support and portfolio features. For a restaurant needing online ordering, Shopify made more sense. Take time to understand platforms before committing - the wrong choice can limit you down the road.
Now that your site is on solid ground, it's time to make it shine. Local businesses need to attract and engage potential customers. That means sharing your unique story and value.
Ask yourself: What makes my business special? Who is my ideal customer? What experience do I provide? Your website should answer these questions clearly. Share your origin story, team bios, customer service philosophy - anything highlighting your differentiators.
For one boutique client, we created a "Meet the Founder" page profiling her fashion background and stylistic vision. For a restaurant, we emphasized its farm-to-table supply chain through photos and supplier spotlights. Find creative ways to share what makes you tick.
Speaking of creative - don't rely solely on text. Video introductions, employee interviews, behind-the-scenes footage, and ample photos allow visitors to connect with your team on a deeper level. We helped a client revamp their site from walls of text to a welcoming video tour of their facility - engagement skyrocketed.
Images also make your offerings tangible. For an automotive client, we developed galleries of past projects to showcase the quality and care put into each vehicle. Remember, people connect with faces and visuals - leverage them.
Now for the technical optimization that transforms your website from a static brochure into a customer conversion machine.
These factors might not be sexy, but they make your site work for your goals rather than just exist. I geek out over seamlessly embedding lead gen forms, calls-to-action and analytics to provide business insights - crucial for goals like increasing phone calls or form submissions.
Speaking of analytics - web data should directly inform your strategy. I analyze client sites to identify exactly where visitors struggle and what convinces them to convert. Then we tweak pages and flows to reduce friction points and capitalize on successes.
For one site, heatmaps showed users rarely scrolled below the fold. By optimizing above-the-fold content, we increased time on page. Analytics provide a treasure trove of insights - use them.
Launching your new and improved website is just the first step. Maintaining its effectiveness requires diligence:
Set reminders to audit and enhance your site quarterly. Just like going to the doctor for a checkup, regular website maintenance prevents major issues.
As you refine your online presence, expect your website needs to grow. When launching ecommerce or adding locations, be ready to expand your site capabilities accordingly. Leave room in your budget for future enhancements or a possible rebuild down the road.
Plan for success. One client expanded their Wix site to Shopify after needing ecommerce features. Start with scalable platforms and keep emerging needs in mind.
Revolutionizing your website is much easier with web experts in your corner. While DIY site builders have their place initially, partnering with a web designer provides benefits like:
A designer tailors solutions to your exact brand and goals. We handle the heavy lifting while you handle your customers. It's a winning combination.
At the end of the day, your website is your digital face to the world - make it one worth engaging. Although building an effective local business site takes work, the return makes it incredibly worthwhile.
Follow this blueprint to build a site founded on your unique story and optimized to convert visitors. Partner with experienced web pros to bring your vision to life. And don't be afraid to dream big - a revolution takes boldness.
The web keeps evolving rapidly. But with the right strategy and expertise, local businesses can leverage it to thrive now and in the future. Let's talk soon to explore how we can revolutionize your online presence in 2024 - I know we'll do amazing things together!
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