Is your small business website doing all it could be to attract new customers and help you make sales? Not if, like 26 percent of business owners in the Web.com Small Business Digital Trends report, you only have a one-page website.
The study, conducted by Web.com in partnership with Dr. David Ricketts, Innovation Fellow in the Technology and Entrepreneurship Center at Harvard, polled entrepreneurs with under 500 employees from a wide range of industries, such as dentists, hair salon owners, dry cleaners, construction companies and ecommerce businesses.
A one-page website is better than no website at all—but not by much. Today, it’s so easy to create a sophisticated business website that having a one-page website looks outdated and unprofessional. Since most customers, whether consumers or businesses, go online first when searching for products and services, your website is crucial in making a first impression. (Wondering just how important the results of an online search can be to a business’s bottom line? Google reports that 50 percent of consumers who conduct a local search on their smartphone visit a store within a day, and 18 percent of those searches lead to a purchase within a day.)
Of course, there is no set number of web pages that’s ideal for every website. But the more pages you have, the more opportunities there are for search engines to find your website. That’s because you can use different keywords in the tags and content on each page, which boosts your chances of being found in user searches.
To decide how many pages your website needs, think about what you want your website to do. For example, a plumber might want people to be able to schedule a service call on the website. A restaurant owner may want customers to be able to make online reservations or order takeout or delivery. A consulting firm might have a page where users can download a valuable e-book in exchange for sharing their contact information. An e-commerce site needs hundreds or even thousands of pages—one for each product, as well as shopping cart pages, customer service information and more.
Finally, consider how much time you have to spend adding and updating web pages. For instance, adding a business blog or publishing articles from your monthly email newsletter on your site will require extra time. However, this type of content can pay off big in terms of getting attention for your website.
Common pages you may want to include on your business website include:
It’s also a good idea to check out your closest competitors’ websites. How many pages do they have? What type of information do they present, and how are their websites structured?
Want to really make things easy? Instead of doing it yourself, use a website design company. Not only will they take the hassles of building and maintaining the website off your hands, but they also offer a wide variety of website templates designed for specific industries. These templates have been tested and proven to be effective, so by selecting one of them, you can feel confident that your business website has the right number of pages to get results.
Check back next week when I’ll share more results from the Web.com Small Business Digital Trends report.