Small Business Website Design: 15 Tips to Create an Online Presence

Whether you're a one-person operation or a cosy local store, your website is often the first thing customers see. And you know what they say about first impressions – they count! A badly made website could mean losing sales, but a slick and professional one can lead to more people buying from you.

But what makes a website work well for a small business? It's not just about looking nice; it's about giving visitors a great experience, showing off your brand's personality, and most importantly, getting them to do what you want them to do. In this guide, we'll give you 15 easy tips to make sure your website gets noticed, gets visitors, and helps you make more money.

1. Choose a Reader-friendly Font

In the world of typography, trends come and go, but one thing remains constant—clarity. For small business website design, clarity is king. Select a font that’s easy on the eyes and can be read without causing eye strain. Sans-serif fonts like Arial and Calibri work well for on-screen text, but don’t be afraid to mix in a stylish serif font for headings and banners.

Avoid script or novelty fonts for body text, and remember that font size matters. Your text should be large enough to read comfortably on all devices, as small fonts are often the culprit behind high bounce rates. Striking a balance between style and readability ensures that your content is accessible and engaging for all visitors.

2. Stick to a Limited Color Scheme

Colour evokes emotion and can convey subtle messages about your brand or the content on your website. However, using too many colours can muddy your site's look and make it feel uncoordinated. A general rule of thumb is to use a maximum of three main colours: a primary colour for backgrounds, a secondary colour for accents, and a third colour for your call to action (CTA) buttons.

Use colour theory to your advantage—complementary colours create a sense of vibrancy, while analogous colours provide a more calming effect. Keep in mind colour psychology when choosing your palette. Blue can convey trust, green implies growth, and red often signifies urgency or importance. Be consistent in using these colours throughout your site, and your design will feel cohesive and polished.

3. Use High-quality Photos

Visual appeal is a significant factor in attracting and retaining visitors. High-quality images of your products, services, or your team add authenticity to your website and lend credibility to your brand. Invest in professional photography whenever possible or use stock images sparingly, ensuring they are relevant and of the highest resolution.

Optimise your images for the web to maintain quality while reducing load times. Slow-loading pages can lead to high bounce rates, so finding the right balance is essential. Tools like Adobe Photoshop or online services can help you strike that balance by compressing images without sacrificing too much quality.

4. Optimise for Mobile

With the majority of internet traffic coming from mobile devices, it's no longer an option to have a website that isn't mobile-friendly—it's a necessity. Responsive design ensures that your site looks and functions well on any device, from the smallest smartphone to the largest desktop monitor.

Test your website on multiple devices to ensure that the user experience is consistent and seamless. This includes touch-friendly navigation, text that's legible without zooming, and content that adjusts to different screen sizes. Google's Mobile-Friendly Test can be a good starting point for ensuring your site meets the bare minimum of mobile optimisation.

5. Improve the Impact of Your Call to Action

Your CTA is the finish line of the user's online journey. It could be a 'Buy Now' button, a 'Contact Us' form, or a 'Subscribe' link. Whatever it is, it should stand out. Use a contrasting colour that’s not found elsewhere on the page to make it pop. Shape and size matter too; make your CTA button big enough to be noticed but not so large that it looks out of place.

Use actionable language on your CTA to explain exactly what will happen when someone clicks. Instead of a vague 'Submit' or 'Click here,’ try phrases like 'Get Started,’ 'Save 50% Today,’ or 'Book Your Free Consultation.’ Be sure to place your CTA above the fold for maximum visibility on all screen sizes.

6. Use Plenty of White Space

White space—also known as negative space—is the part of a page without content, used to separate elements and improve the overall readability of your website. It’s essential for small businesses, as it prevents your site from feeling cluttered and overwhelming, and it directs the visitor's focus to the important areas of your site.

Strategically use white space to create a sense of balance and hierarchy. For instance, a generous margin around your CTA button will draw the eye in that direction. Don't mistake white space for wasted space; when used effectively, it can enhance the user experience and make your design look more professional.

7. Keep Your Site Navigation Easy

Your site's navigation is the GPS for visitors to find what they're looking for. Keep it simple. Use a logical menu structure, limit the number of items in your main navigation to seven or fewer, and implement a search bar to help users find specific content quickly.

Be descriptive with your menu labels instead of getting too creative. If you sell shoes, 'Men's Footwear' and 'Women's Footwear' are more intuitive than 'His Kicks' and 'Glamour Stompers.' A user should be able to figure out where they are and get to where they want to go within three clicks, so test your navigation with real users and adjust as necessary.

8. Avoid Clutter

It’s tempting to show off all the bells and whistles of your small business on your website, but too much information can be a detriment. Too many images, texts, or links can overwhelm visitors and distract them from the main message or the desired action.To combat clutter, regularly review your site’s content and remove anything that doesn’t directly support your goals. Design with a less-is-more philosophy, focusing on the essential elements that drive conversions. If something on your site is not helping the user move towards making a purchase or getting in touch, it’s time to hit the delete button.

9. Include Compelling Headers

A powerful header can grab a visitor's attention and quickly convey your message. When crafting headers for your small business website, think about the problems your customers face and how your products or services can solve them. Utilise action words and keep them concise and clear.

Your main (H1) header should be the most prominent and should include your primary keyword to improve your search engine ranking. Subheaders (H2, H3, etc.) should continue the narrative, breaking up text into scannable sections. Use these headers to guide users through the page and highlight the key points of your content.

10. Establish a Visual Hierarchy

Visual hierarchy is the arrangement of elements that implies importance. A good website design uses this hierarchy to guide the visitor’s attention and make the site easier to understand. Typically, this means placing the most important elements—like your logo, CTA, or unique selling proposition—at the top or in the upper left corner, where the eye naturally goes first.

Use large fonts, bold colours, and ample spacing to make important elements stand out. Group related elements together, and use consistent styling to indicate their importance. Establishing a clear visual hierarchy not only improves the user experience but also helps with SEO, by showing search engines the most critical content on your page.

11. Include Testimonials

Social proof is a powerful tool to build trust with your potential customers, and testimonials are a great way to provide it. Showcasing honest reviews and feedback from previous clients can reassure new visitors that your small business is reputable and that your products or services deliver what they promise.

Place testimonials strategically on your website to reinforce your credibility and encourage conversions. They can reside on your homepage, product pages, or a dedicated testimonials page. Use real names, photos, and details whenever possible to make them more believable and impactful for your viewers.

12. Create a Custom User Experience (UX)

A custom user experience tailors your website to the preferences and behaviours of your target audience. For example, an online store could offer personalised product recommendations based on browsing history, while a service-based business might provide a guided questionnaire to direct visitors to the most relevant information or services for their needs.

Gather user data through analytical tools, feedback forms, or surveys to better understand your customer's journey and improve their overall experience on your website. Customisations should be subtle and enhance the user's experience without feeling invasive or overbearing, always prioritising user consent and privacy.

13. Test CTA Placement for Maximum Clicks

Finding the perfect placement for your call to action can significantly impact your conversion rate. A CTA at the end of a blog post may work well for lead generation, while a sticky CTA on the side of the page can be useful for e-commerce sites. Consider user flow and expectations when deciding where to place your CTAs.

Heatmaps and other analytics tools can give you insight into where visitors are clicking, which can help you optimise the placement of your CTAs. A/B testing different positions, colours, and layouts can further refine your approach and ensure you get the most out of your calls to action.

14. Design With Accessibility in Mind

Creating a website that is accessible to people with disabilities is not just a moral imperative—it’s also a legal one. For small businesses, this means ensuring that your site meets the Web Content Accessibility Guidelines (WCAG). This includes providing alternative text for images, choosing colours with sufficient contrast, and making your site navigable via keyboard.

Fortunately, many of the adjustments that improve accessibility also enhance the user experience for everyone. Adding captions to videos, improving site speed, and using clear headings make your site easier to understand for all users. Creating an accessible website expands your customer reach and showcases your dedication to inclusivity.

15. Run A/B Tests Involving Target Customers

Design preferences can be subjective, so it pays to get feedback from your target audience. Implement A/B tests to compare different versions of your website with real visitors. Test elements such as colour schemes, button placement, and the wording of your headlines to see which versions lead to more engagement and conversions.

When running A/B tests, be clear about what you’re measuring and make changes on a single variable at a time for accurate results. Use statistical analysis to determine if the differences you observe are significant, and aim for a large enough sample size to account for fluctuations in user behaviour.

Bottom Line

Small business website design is an ongoing process that requires regular attention and refinement. By adopting these 15 tips, you can create a website that’s user-friendly, visually appealing, and optimized for conversions. Remember, your website is a digital storefront that’s open 24/7, so make sure it’s the best salesperson in your team. With thoughtful design, your small business website can help you stand out from the competition and achieve your online objectives. So remember these tips, and enjoy your design journey!

Additional Tips:

Here are some extra tips:

• Keep your website fresh by adding new stuff regularly. This keeps visitors interested and helps search engines find you.

• Use white space wisely to make your site easier to read and look more modern.

• Make sure your website works well on all devices – computers, tablets, and phones.

• Think about adding live chat or a chatbot to help your customers right away. It makes their experience better.

• Don't forget about SEO! Use the right words and tags to help people find your site on search engines. Check how your site is doing and make changes as needed.

• Stay up to date with what's hot in web design. This keeps your site looking fresh and cool.

• If you need help, a web development agency Aus Asia Online can give you good advice to make your site even better.

• Keep these tips in mind as you continue to develop and improve your small business website, and watch it become a valuable asset for your business growth and success. Happy designing!

conclusion

In conclusion, the design of a small business website is a critical factor in its success. A well-crafted website not only enhances the online presence of a business but also improves user experience, fosters credibility, and drives customer engagement. From intuitive navigation to visually appealing layouts, every element of website design contributes to creating a positive impression on visitors and ultimately converting them into customers. Therefore, investing in a professional and user-friendly website design is essential for small businesses looking to establish themselves and thrive in the digital marketplace.