As Small Business Saturday approaches, small businesses should ensure their websites are ready to capture online traffic and sales.
In 2023, 53% of consumers shopped online at small businesses on Small Business Saturday, according to American Express. Yet, a Small Business Majority survey found that roughly one-third of small businesses do not have a website, putting them at risk of missing out on revenue during this key shopping day and throughout the holiday season.
Website speed and performance play a critical role in both search engine rankings and customer experience. For instance, analysts found that one in four users will leave a website if it takes longer than four seconds to load. To improve performance, businesses can compress and optimize images, make their sites mobile-friendly, remove unnecessary plugins, and consider switching to a faster hosting provider.
Equally important is making it easy for customers to browse and purchase products online. Clear call-to-action buttons such as “Buy Now” or “Add to Cart,” intuitive menus, and visible search bars help streamline the shopping experience. By reducing the number of clicks required to complete a purchase and removing distractions such as pop-ups and auto-playing videos, it can also encourage sales and improve customer satisfaction.
Further, building trust with customers is another essential component of a successful online presence. Harvard Law reports that 58% of consumers have recommended a company they trust to friends and family. Therefore, small businesses can enhance credibility by adding customer reviews, implementing SSL certificates, keeping inventory up to date, and being transparent about shipping costs, delivery timeframes, and return policies.
Ultimately, websites are powerful marketing assets, especially on high-traffic shopping days like Small Business Saturday. By focusing on speed, ease of use, and trustworthiness, small businesses can increase their chances of converting online visitors into paying customers.
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