In this article, we will be providing some small business advice to help you enhance your site and customer experience.

Your website is meant to accomplish three main things for your business.

  1. Provide a digital presence. 
  2. Tell your story and engage your audience. 
  3. Encourage visitors to take specific actions. 

In this article, we will share some fundamentals, which are a must for the ultimate customer experience.

Make your website design mobile-friendly.  

One of the most important pieces of small business advice for your site relates to mobile usage.

Over 60% of the Internet’s traffic is coming from mobile devices. This trend will only continue to increase with some estimates indicating that by 2025 mobile usage will account for over 85% of consumer traffic.

Does your website looks great on a desktop but is messy and unresponsive on mobile? If so visitors will undoubtedly struggle to navigate your site causing a poor experience. 

As a result, they will simply go elsewhere without taking any form of action, (this is called bounce rate) which could have a catastrophic impact on your small business.

Higher bounce rates will also affect your search engine rankings as Google is now penalizing websites that have a problematic navigation design. Google will view the site as undesirable due to the fact your traffic is not sticking around.

Focus on quality over quantity

small business advice on quality images
(using a striking colour palette is a great way of drawing attention)

Your content should be appealing and resonate with visitors. From the moment they land on your page, it should get their attention and draw them in. 

When creating content, make sure that you deliver a clear, concise message without any overwhelming blocks of text. It is also good to speak to your audience in a language they can understand without the technical jargon.

Ensure you use relevant crisp imagery and utilize video as your main content type. Video has become the king of content and is the most effective way of delivering a message. 

Incorporate calls to actions (CTAs)

Call to action
(A great example of a call to action in the header of Evernote’s website.)

A call to action prompts your visitors to act by performing a specific task on your website.

This could be a button, form, a clickable link, etc.

Having CTAs is absolutely crucial, this will help guide your audience and increase conversion rates. For this reason, make sure that your CTAs grab the attention of your site visitors and entice them to take the desired action.  

The placement of these is one of the most important aspects of site design. Think about the customer journey as they look through your site, envision yourself browsing your products or services and place the call to action accordingly so that it makes sense to the customer.

Study your website metrics

Tracking your website

Track everything!

Make sure you have Google Analytics installed and set up properly.

The ability to track your website’s traffic provides insight into aspects of the site which may be working well and areas that will need improvement. 

It doesn’t really matter how many of these other steps you take if you’re now sure how effective your work is. Track your bounce rate, call to action conversion, popular pages or posts, traffic sources, etc. 


A good design should give visitors a smooth experience when navigating through your website. Users prefer a clean, simple design that minimizes clutter and is easy to follow. 

Furthermore, keep away from huge amounts of advertisements and irrelevant content as they can distract visitors and make the site navigation more complex and ultimately lead to a high bounce rate. 

Final Words

Remember that none of the previous steps will have any impact if you have a slow loading website.  Fast-loading webpages are a must, realistically anything over a 2-2.5-second load time can cripple your business and put your customer off for life.  

We recommend using a free site tool like Pingdom to audit your load speed. If you are finding that it took any longer than 3 seconds, then it may be time to make contact with a web designer. Check out our blog for more small business advice, resources and tools to help your grow.