20 Web Design Dos & Don’ts for a Successful Small Business Website

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Make it easy to scan your pages

The ability to scan web pages quickly is a common behavior among online users. Visitors often skim through content rather than reading it in-depth.

Therefore, it’s crucial to make your web pages scannable to ensure that users can quickly find the information they need.

In this section, we’ll explore the importance of making your web pages scannable and provide practical tips to help you achieve this on your small business website.

The Importance of Making Pages Scannable

User-Friendly Experience: Scannable pages provide a user-friendly experience. When users can easily locate the information they’re looking for, they are more likely to stay on your website and engage with your content.
Improved Readability: Well-structured and scannable content is more readable. It breaks up large blocks of text, making it less daunting for users. This is particularly important for retaining the attention of today’s busy online readers.
Higher Engagement: Scannable content encourages users to engage with your website for longer periods. It allows them to identify relevant sections and decide which parts of the content are worth their time.
Enhanced Accessibility: Scannable content benefits individuals with disabilities, such as those who use screen readers. Clear headings and bullet points provide a more accessible experience for all users.

Tips for Making Pages Scannable

Creating scannable web pages involves structuring your content in a way that facilitates quick comprehension.

Here are some tips to help you make your small business website’s pages more scannable:

Use Descriptive Headings and Subheadings: Break up your content into sections with descriptive headings and subheadings. This allows users to quickly identify the main topics and navigate to the sections that interest them.
Utilize Bullet Points and Lists: Present information in bulleted or numbered lists whenever possible. Lists make content more digestible and enable users to grasp key points without reading paragraphs of text.
Keep Paragraphs Short: Write concise paragraphs, ideally no more than 3-4 sentences long. Short paragraphs are less intimidating and easier to scan.
Highlight Keywords: Emphasize important keywords and phrases using bold or italics. This helps users identify essential information quickly.
Use Meaningful Graphics: Incorporate relevant images, icons, and infographics to visually complement your content. Ensure that these visuals enhance the user’s understanding and are not just decorative.
Add Subheadings to Long Articles: For longer articles or blog posts, consider adding subheadings at regular intervals to provide users with clear stopping points and guide their reading.
Include a Table of Contents: For lengthy articles or guides, include a table of contents at the beginning. This allows users to jump to specific sections directly from the start.
Opt for Short Sentences and Clear Language: Write in a straightforward, jargon-free manner. Short sentences are easier to scan and comprehend. Avoid unnecessary complexity in your language.
Prioritize Information: Place the most important information at the beginning of sections or paragraphs. Users are more likely to engage with content that immediately addresses their needs.
Maintain Consistent Formatting: Consistency in formatting, such as font styles, colors, and spacing, makes it easier for users to follow your content. Stick to a consistent style guide throughout your website.
Use White Space Effectively: Adequate white space around text and elements enhances readability. Avoid cluttered layouts and ensure there is room for content to breathe.
Implement Clear Call-to-Action (CTA) Buttons: When you want users to take a specific action, such as making a purchase or signing up for a newsletter, use clear and prominent CTA buttons with concise labels.
Test Readability: Test the readability of your content using tools like the Flesch-Kincaid Readability Test. Aim for a readability level that matches your target audience.
Mobile Optimization: Ensure that your scannable content remains effective on mobile devices by adapting the layout and formatting for smaller screens.

Take content seriously

The content on your small business website is the backbone of your online presence.

It serves as the primary means of communication with your audience, providing information about your products or services, establishing your expertise, and engaging visitors. Taking content seriously is essential for creating a website that resonates with your audience and drives business success.

In this section, we’ll explore the importance of valuing your website content and offer practical tips to help you do so effectively.

The Importance of Taking Content Seriously

First Impression: Your website content is often the first interaction potential customers have with your business. High-quality content can make a positive first impression, while poor content can turn visitors away.
Information and Education: Content is a valuable tool for educating your audience. It can answer questions, provide solutions to problems, and showcase your expertise in your industry, leading to trust and credibility.
SEO Benefits: Well-optimized content can improve your website’s search engine rankings. Search engines value fresh, relevant, and informative content, making it essential for SEO success.
Conversion Optimization: Quality content can influence visitors to take desired actions, such as making a purchase, signing up for a newsletter, or contacting your business. Effective content can significantly impact your conversion rates.

Tips for Taking Content Seriously

Creating and maintaining high-quality content requires a thoughtful and strategic approach. Here are some tips to help you take your website content seriously:

Understand Your Audience: Begin by understanding your target audience’s needs, preferences, and pain points. Tailor your content to address their specific interests and problems.
Create a Content Strategy: Develop a content strategy that outlines your goals, target audience, and the types of content you will produce. Establish a publishing schedule to maintain consistency.
Invest in Quality Writing: High-quality writing is essential. If you’re not confident in your writing skills, consider hiring professional content writers or editors to ensure your content is well-crafted and error-free.
Use Clear and Engaging Headlines: Headlines are the first things users see, and they play a crucial role in capturing attention. Craft clear, engaging headlines that entice users to read further.
Provide Value: Focus on providing value to your audience. Offer informative, actionable, and relevant content that addresses their needs and concerns. Solve their problems and answer their questions.
Diversify Content Formats: Experiment with different content formats, including blog posts, videos, infographics, podcasts, and interactive content. Diversifying your content keeps your audience engaged and caters to different learning preferences.
Optimize for SEO: Incorporate relevant keywords naturally into your content to improve its visibility in search engine results. Pay attention to on-page SEO elements, such as meta titles and descriptions.
Maintain Readability: Use clear and concise language. Break up text with headings, subheadings, bullet points, and short paragraphs to improve readability, especially for online readers who tend to skim.
Cite Sources and Data: When presenting statistics or referencing information, cite credible sources to enhance the credibility of your content. Fact-check and ensure the accuracy of your claims.
Encourage Engagement: Invite user engagement by incorporating calls to action (CTAs) in your content. Encourage readers to leave comments, share your content, or take other desired actions.
Regularly Update Content: Periodically review and update your existing content to ensure it remains accurate and relevant. Outdated content can harm your reputation and SEO rankings.
Measure and Analyze: Use analytics tools to track the performance of your content. Monitor metrics such as page views, time on page, and conversion rates to gauge the effectiveness of your content strategy.
Promote Your Content: Share your content on social media, email newsletters, and other marketing channels to reach a wider audience. Promoting your content extends its reach and impact.
Stay Informed: Stay up-to-date with industry trends and developments to ensure your content remains relevant and competitive. Attend webinars, read industry publications, and participate in relevant forums.
Quality Over Quantity: While consistency is important, prioritize quality over quantity. It’s better to produce fewer high-quality pieces of content than to flood your website with low-value content.

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Check your website for errors

Maintaining a well-functioning and error-free website is crucial for delivering a positive user experience and establishing trust with your audience.

Visitors expect a seamless and reliable online interaction with your small business website.

In this section, we’ll explore the importance of regularly checking your website for errors and provide practical tips to help you ensure its smooth operation.

The Importance of Checking Your Website for Errors

User Trust: Errors, such as broken links or missing images, can erode user trust. Visitors may perceive a website with errors as unprofessional or unreliable, leading to a negative impression of your business.
User Experience: A website plagued with errors can frustrate users, leading to increased bounce rates and lower engagement. Ensuring that your site functions flawlessly enhances the overall user experience.
SEO Impact: Search engines like Google consider user experience when ranking websites. Websites with frequent errors may see their search engine rankings negatively affected, potentially resulting in decreased organic traffic.
Security: Vulnerabilities and security issues can arise from unaddressed errors, potentially exposing your website and users to security threats. Regular checks can help you identify and rectify security concerns promptly.

Tips for Checking Your Website for Errors

Keeping your website error-free requires vigilance and proactive measures. Here are some tips to help you systematically check and address errors on your small business website:

Regular Audits: Schedule regular website audits to identify and rectify errors. These audits can include checking for broken links, missing images, outdated content, and functionality issues.
Use Website Monitoring Tools: Employ website monitoring tools that can automatically detect errors and send alerts. Tools like Google Search Console, Broken Link Check, and website crawlers can help identify issues efficiently.
Test Across Browsers and Devices: Ensure your website functions correctly on various web browsers and devices, including desktops, laptops, tablets, and smartphones. Cross-browser and cross-device testing help uncover compatibility issues.
Check for Broken Links: Broken links can negatively impact user experience and SEO. Use link-checking tools to identify and fix broken links, both internal and external.
Validate HTML and CSS: Validate your website’s HTML and CSS code using validators like the W3C Markup Validation Service. Valid code reduces the likelihood of rendering and functionality errors.
Verify Images and Media: Regularly review and test images and media files to ensure they load correctly and enhance the visual appeal of your website. Compress images for faster loading times.
Update Plugins and Themes: If your website relies on content management systems like WordPress, keep plugins and themes up to date to address security vulnerabilities and ensure compatibility.
Review Forms and Functionality: Test all forms and interactive elements on your website, such as contact forms and shopping carts, to verify they function as expected. Address any issues promptly to prevent user frustration.
Check for 404 Errors: Monitor your website for 404 (Page Not Found) errors and implement custom 404 pages to guide users back to relevant content.
SSL Certificate: Ensure that your SSL certificate is up to date and correctly configured to provide secure connections to your website. SSL errors can deter visitors and harm your website’s credibility.
Content Review: Regularly review and update your website’s content. Eliminate outdated information and correct any factual errors. Fresh, accurate content contributes to a positive user experience.
Backup Your Website: Regularly back up your website to safeguard against data loss in case of unforeseen errors, security breaches, or server issues.
Accessibility Testing: Perform accessibility testing to ensure your website is compliant with accessibility standards (e.g., WCAG). Address any issues that may affect users with disabilities.
Server Error Monitoring: Monitor server logs for error messages and server-related issues. Address server errors promptly to maintain website uptime.
User Feedback: Encourage user feedback regarding errors or issues they encounter while using your website. Act on this feedback to continuously improve your site’s functionality and user experience.

Minimize the number of choices

Offering too many choices on your small business website can overwhelm visitors and hinder their decision-making process.

To create a more user-friendly experience and increase the likelihood of conversions, it’s important to minimize the number of choices users have to make.

In this section, we’ll explore the importance of reducing choices and provide practical tips to help you streamline the decision-making process on your website.

The Importance of Minimizing the Number of Choices

Reduced Decision Fatigue: When users are presented with an excessive number of choices, they may experience decision fatigue. This can lead to frustration and indecision, ultimately causing them to leave your website without taking any action.
Improved User Experience: A simplified decision-making process enhances the overall user experience. Users can quickly find what they need and are more likely to engage with your website’s content or offerings.
Increased Conversions: Minimizing choices can lead to higher conversion rates. By presenting users with clear and limited options, you guide them toward the actions you want them to take, such as making a purchase or signing up for a newsletter.
Clarity and Focus: A streamlined website with fewer choices conveys a sense of clarity and purpose. It helps users understand your key messages and offerings without distractions.

Tips for Minimizing the Number of Choices

Strategically simplifying the choices presented to users requires careful planning and consideration. Here are some tips to help you minimize the number of choices on your small business website:

Prioritize Key Actions: Identify the primary actions you want users to take on your website, such as making a purchase, signing up for a newsletter, or requesting a quote. Prioritize these actions and prominently feature them.
Simplify Navigation: Streamline your navigation menu by including only the most important sections and pages. Remove redundant or less relevant items to reduce clutter.
Limit Dropdown Menus: If you use dropdown menus in your navigation, keep them concise and organized. Avoid excessively long lists of sub-options that overwhelm users.
One Clear CTA: Each page should have one clear and prominent call-to-action (CTA). Whether it’s “Buy Now,” “Get Started,” or “Contact Us,” make the desired action unmistakable.
Product or Service Highlight: If you offer multiple products or services, consider featuring one or a few prominently on the homepage or a dedicated landing page. Allow users to explore additional options if they wish.
Progressive Disclosure: Present information progressively as users navigate through your website. Start with high-level information and provide more details as users delve deeper into your content.
Limit Sidebar Widgets: If you have a sidebar on your website, avoid overcrowding it with numerous widgets, ads, or links. Stick to widgets that support the main purpose of the page.
Reduce Options in Forms: If you use forms for lead generation or inquiries, minimize the number of fields and options. Ask for essential information and consider using conditional fields to show additional options based on user choices.
Highlight Best-Sellers or Featured Items: Showcase your best-selling products, featured services, or most popular content. This can help guide users toward choices that others have found valuable.
Content Hierarchy: Organize your content hierarchically, with the most important information at the top and less critical details further down the page. Use headings and subheadings to guide users through the content.

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Label buttons according to what they do

Clear and descriptive button labels are fundamental for effective user interaction on your small business website.

When users encounter buttons with concise labels that convey their purpose, they can confidently navigate your site and perform desired actions.

In this section, we’ll explore the importance of labeling buttons appropriately and provide practical tips to help you ensure clarity and usability.

The Importance of Labeling Buttons Appropriately

Enhanced User Understanding: Well-labeled buttons immediately convey their function to users. This reduces confusion and ensures that visitors can easily determine the outcome of clicking a button.
Streamlined Navigation: Accurate labels help users navigate your website efficiently. They can quickly identify the actions they want to take, such as “Buy Now,” “Subscribe,” or “Learn More.”
Increased Conversions: Clear button labels have a direct impact on conversion rates. When users are confident about the action they’re initiating, they are more likely to complete forms, make purchases, or engage with your content.
Accessibility: Descriptive button labels benefit users with disabilities who rely on screen readers or other assistive technologies. It ensures that all users, regardless of abilities, can understand button functions.

Tips for Labeling Buttons Appropriately

Creating effective button labels involves careful consideration and testing. Here are some tips to help you label buttons appropriately on your small business website:

Be Descriptive: Use clear, descriptive labels that explicitly state the action users will take when clicking the button. For example, use “Add to Cart” instead of a vague label like “Submit.”
Prioritize Action Words: Begin button labels with action verbs like “Buy,” “Sign Up,” “Download,” or “Contact.” These verbs provide clarity about the outcome of the action.
Avoid Ambiguity: Avoid using generic or ambiguous labels that could confuse users. For instance, instead of “Click Here,” use a label that tells users what they’ll achieve by clicking, such as “Get Started.”
Keep It Concise: While being descriptive, aim for concise button labels. Short and to-the-point labels are easier to read and understand. Ideally, labels should be one or two words.
Maintain Consistency: Use consistent language for similar actions throughout your website. For instance, if you use “Add to Cart” on one page, use the same label for similar actions elsewhere.
Match User Expectations: Consider what users expect to see on buttons based on their context. For instance, an “X” or “Close” button should be used to close pop-up windows or modal dialogs.
Use Icons Sparingly: Icons can complement button labels, but they should not replace them entirely. If you use icons, ensure they are universally recognized and reinforce the label’s meaning.
Test with Users: Conduct user testing to gather feedback on the clarity and effectiveness of button labels. Users can provide insights into whether labels align with their expectations.
Mobile-Friendly Labels: Consider the limited screen space on mobile devices. Ensure that button labels remain concise and legible, even on smaller screens.
Avoid All Caps: While capitalizing the first letter of each word in a label is acceptable, using all capital letters can make text harder to read. Stick to sentence case or title case.
Error Messages: When displaying error messages, use button labels that suggest a corrective action, such as “Retry” or “Edit,” rather than simply “OK.”
Localization: If your website serves a global audience, consider localization. Ensure that button labels make sense in different languages and cultures.
Accessibility Considerations: Check that button labels are compatible with screen readers and assistive technologies. Provide alternative text or ARIA attributes where necessary.
A/B Testing: Experiment with different button labels using A/B testing to determine which labels lead to higher user engagement and conversions.
Review Forms and CTAs: Pay particular attention to form submission buttons and call-to-action (CTA) buttons, as they are critical for conversion. Optimize their labels for maximum clarity and action orientation.

Make things look like they work

Designing your small business website to convey functionality is essential for ensuring that users understand how to interact with various elements.

When users can easily identify clickable links, buttons, and interactive elements, they are more likely to engage with your website.

In this section, we’ll explore the importance of making things look like they work and provide practical tips to help you enhance the usability and user experience on your website.

The Importance of Making Things Look Like They Work

User Expectations: Users have certain expectations regarding how interactive elements should appear. When elements such as buttons and links look like they can be clicked or activated, it aligns with these expectations and reduces confusion.
Usability: Designing elements to appear interactive enhances the overall usability of your website. Users can quickly identify which elements are functional, facilitating their navigation and interaction.
Engagement: Clearly indicating interactive elements encourages users to engage with your content and take desired actions. Whether it’s exploring your products, subscribing to a newsletter, or filling out a contact form, a user-friendly interface boosts engagement.
Trust and Credibility: A website that appears polished and functional instills trust and credibility in your brand. Users are more likely to trust and return to a website that offers a seamless and intuitive experience.

Tips for Making Things Look Like They Work

Creating a user-friendly and visually appealing website involves thoughtful design choices. Here are some tips to help you make elements on your small business website look like they work:

Use Visual Cues: Employ visual cues such as buttons, links, and icons that are traditionally associated with interactivity. Buttons should have a raised appearance, and links should be underlined or change color when hovered over.
Hover Effects: Implement hover effects on clickable elements. When users hover their mouse over a button or link, it should visually respond, reinforcing its interactivity.
Consistent Styling: Maintain consistent styling for interactive elements throughout your website. Buttons and links should have a uniform appearance, making it easy for users to recognize them.
Button Labels: Ensure that buttons have clear, action-oriented labels that indicate what will happen when the user clicks them. For instance, use labels like “Submit,” “Get Started,” or “Learn More.”
Interactive Form Fields: Design form fields to appear interactive by providing visible text labels, placeholders, and clear instructions. Use error messages or validation indicators when necessary.
Clickable Icons: If you use icons as part of your website’s design, make sure they convey their functionality. For example, use a magnifying glass icon for search or an envelope icon for email contact.
Familiar Symbols: Utilize well-known symbols or icons that users are accustomed to, such as the hamburger icon for mobile navigation or a “play” triangle for video playback.
Feedback and Animations: Implement subtle animations or feedback when users interact with elements. For instance, buttons can briefly change color or size when clicked.
Contrasting Colors: Ensure that interactive elements have contrasting colors compared to the surrounding content. This helps them stand out and draws users’ attention.
Accessibility Considerations: Design with accessibility in mind. Ensure that interactive elements are easily distinguishable for users with visual impairments, and provide keyboard navigation options.
User Testing: Conduct user testing to gather feedback on the intuitiveness and effectiveness of your website’s interactive elements. Users’ experiences can reveal areas for improvement.
Mobile Optimization: Pay attention to the mobile user experience. Ensure that interactive elements are appropriately sized and spaced for touch interactions on smaller screens.
Consistent Feedback: Provide consistent feedback for user actions. When users submit forms or click buttons, display loading indicators or success messages to confirm their actions.
Progress Indicators: For multi-step processes, use progress indicators or breadcrumbs to show users where they are in the process and how to proceed.

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Make your website responsive

In today’s digital landscape, users access websites on a wide range of devices, from smartphones and tablets to desktop computers.

Ensuring that your small business website is responsive, or adaptable to various screen sizes and devices, is crucial.

In this section, we’ll explore the importance of making your website responsive and provide practical tips to help you create a versatile and user-friendly online presence.

The Importance of Making Your Website Responsive

Enhanced User Experience: Responsive design ensures that your website looks and functions well on all devices. Visitors can easily navigate and interact with your site, leading to a positive user experience.
Broader Audience Reach: With the increasing use of mobile devices, a responsive website expands your reach to users who access the internet on smartphones and tablets. You can capture a larger share of the online audience.
Improved SEO: Search engines like Google prioritize responsive websites in search results. A mobile-friendly site is more likely to rank higher, leading to increased organic traffic.
Consistency: A responsive design maintains consistency in your brand’s appearance and messaging across devices. Users should recognize your brand and find the same information regardless of the screen they’re using.

Tips for Making Your Website Responsive

Creating a responsive website involves careful planning and design considerations. Here are some tips to help you make your small business website responsive:

Use a Mobile-First Approach: Begin the design process with mobile devices in mind. Ensure that your website functions well on small screens and gradually enhance it for larger screens.
Responsive Frameworks: Consider using responsive web design frameworks like Bootstrap or Foundation. These frameworks provide pre-built components and responsive grid systems that simplify the design process.
Fluid Grids: Implement fluid grids that adapt to different screen sizes. Use relative units like percentages instead of fixed pixel values for layout elements.
Media Queries: Utilize CSS media queries to apply specific styles and layouts based on screen width. Media queries allow you to target different device sizes and orientations.
Flexible Images: Make images responsive by setting their maximum width to 100%. This prevents images from overflowing or becoming pixelated on smaller screens.
Adjust Fonts: Use relative font sizes (e.g., em or rem units) to ensure text remains readable on various devices. Avoid extremely small font sizes that may be hard to read on mobile screens.
Optimize Navigation: Simplify navigation menus for mobile users. Consider using a collapsible or “hamburger” menu icon for smaller screens to save space.
Touch-Friendly Elements: Increase the size of clickable elements (e.g., buttons and links) to accommodate touch interactions on mobile devices. Ensure that elements are not too close together to prevent accidental taps.
Content Prioritization: Decide what content is most important and should be displayed prominently on smaller screens. Hide or reorganize less critical content as the screen size decreases.
Viewport Meta Tag: Include a viewport meta tag in your HTML to instruct the browser on how to scale and display the content. This tag is essential for proper mobile rendering.

Test your design

Testing your small business website design is a critical step in ensuring that it meets user expectations, functions smoothly, and achieves its intended goals.

Without thorough testing, you may risk losing potential customers due to usability issues or design flaws.

In this section, we’ll explore the importance of testing your website design and provide practical tips to help you identify and address potential issues effectively.

The Importance of Testing Your Design

User Satisfaction: Testing allows you to gather feedback directly from users, ensuring that your website design aligns with their preferences and needs. This, in turn, leads to higher user satisfaction.
Bug Detection: Testing helps identify and rectify technical issues, such as broken links, navigation errors, or slow loading times. Addressing these issues improves the overall functionality of your site.
Enhanced User Experience: By testing your design across different devices and browsers, you can optimize it for a wide range of users, ensuring a consistent and enjoyable experience for all.
Conversion Optimization: A well-tested design can lead to higher conversion rates. Identifying and eliminating barriers to conversions, such as confusing layouts or unclear calls-to-action, can significantly impact your business’s success.

Tips for Testing Your Design

Thoroughly testing your website design involves various aspects, from usability and functionality to compatibility and performance.

Here are some tips to help you effectively test your small business website’s design:

Usability Testing: Conduct usability testing with real users to observe how they interact with your website. Collect feedback on navigation, layout, and overall user experience.
Cross-Browser Testing: Ensure that your website looks and functions correctly on different web browsers (e.g., Chrome, Firefox, Safari, Edge). Use browser testing tools or services to identify and resolve compatibility issues.
Mobile Responsiveness: Test your design on various mobile devices and screen sizes to ensure it adapts smoothly. Check for responsive design flaws and optimize touch interactions.
Functional Testing: Verify that all website features, such as forms, buttons, and interactive elements, work as intended. Test user registration, login, and any e-commerce functionality thoroughly.
Link and Navigation Testing: Check for broken links and navigation errors. Ensure that all internal and external links lead to the correct destinations and that menus and breadcrumbs function properly.
Performance Testing: Assess your website’s loading speed and performance. Optimize images, scripts, and server resources to minimize load times. Consider using tools like Google PageSpeed Insights for performance insights.
A/B Testing: Conduct A/B testing or split testing to compare different versions of your website design. Evaluate which design elements or layouts lead to higher user engagement and conversions.
Accessibility Testing: Ensure that your website complies with accessibility standards (e.g., WCAG). Test for screen reader compatibility, keyboard navigation, and color contrast. Use automated accessibility testing tools to identify issues.
Content Review: Proofread and review all website content for accuracy, clarity, and relevance. Correct any spelling or grammatical errors and ensure that information is up to date.
Forms and Error Handling: Test all forms, including contact forms and checkout processes. Verify that error messages are clear and helpful, guiding users in case of submission issues.
Security Testing: Conduct security testing to identify and address vulnerabilities, protecting user data and the integrity of your website. Implement SSL certificates and secure coding practices.
Device Emulators: Use device emulators or simulators to replicate various device environments and test your design’s responsiveness. Emulators can help identify issues without the need for physical devices.
User Feedback: Encourage users to provide feedback on their experience while using your website. Utilize feedback forms, surveys, or direct communication to gather valuable insights.
Load Testing: Simulate high levels of traffic to test how your website handles increased load. Identify potential bottlenecks or server performance issues and make necessary improvements.
Regular Maintenance: Testing should be an ongoing process. Regularly revisit and retest your website design as you make updates or changes to ensure continued functionality and user satisfaction.

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Don’t make users wait for content to load

Website loading speed is a critical factor in retaining and engaging visitors. Users expect fast and responsive websites, and delays in content loading can lead to frustration and higher bounce rates.

In this section, we’ll explore the importance of optimizing your website’s loading speed and provide practical tips to help you ensure a swift and seamless user experience for your small business website.

The Importance of Fast Content Loading

User Engagement: Users tend to abandon websites that take too long to load. Ensuring fast content loading keeps visitors engaged and encourages them to explore your site.
Positive User Experience: A quick-loading website contributes to a positive user experience, leaving a favorable impression on your audience and potentially leading to longer visits and conversions.
Search Engine Ranking: Search engines like Google consider page speed as a ranking factor. Faster-loading pages may achieve higher search engine rankings, leading to increased organic traffic.
Mobile Friendliness: With the rise of mobile internet usage, optimizing content loading speed is crucial for mobile users who often have slower internet connections.

Tips for Fast Content Loading

Improving your website’s content loading speed requires a combination of technical optimizations and content management.

Here are some tips to help you achieve fast content loading for your small business website:

Optimize Images: Compress and optimize images to reduce file sizes without compromising quality. Use responsive images that load appropriately for different screen sizes.
Minimize HTTP Requests: Reduce the number of HTTP requests by combining CSS and JavaScript files, using CSS sprites, and eliminating unnecessary scripts and styles.
Browser Caching: Implement browser caching to store static resources on users’ devices, reducing the need to download them with each visit.
Content Delivery Network (CDN): Use a CDN to distribute your website’s content across multiple servers and locations, ensuring faster delivery to users around the world.
Lazy Loading: Implement lazy loading for images and videos, loading them only when they come into the user’s viewport, rather than all at once.
Minify Code: Minify HTML, CSS, and JavaScript files by removing unnecessary whitespace and comments, reducing file sizes and loading times.
Enable Gzip Compression: Enable Gzip or Brotli compression to reduce the size of text-based resources, such as HTML, CSS, and JavaScript files, before they are sent to the browser.
Reduce Server Response Time: Optimize your server to respond quickly to user requests. Choose a reliable hosting provider and utilize caching mechanisms.
Content Prioritization: Prioritize the loading of essential content, such as text and critical images, to ensure that users see key information while the rest of the page loads.
Use Content Delivery Networks (CDNs): Utilize CDNs to distribute your website’s assets to servers closer to your users, reducing latency and improving loading times.
Mobile Optimization: Optimize your website for mobile devices. Ensure that mobile users experience fast loading times, as they often have limited bandwidth.
Monitor Performance: Regularly monitor your website’s performance using tools like Google PageSpeed Insights or GTmetrix. Address any performance issues that arise.
Test on Various Devices: Test your website’s loading speed on different devices and internet connections to ensure a consistent experience for all users.
Eliminate Unnecessary Plugins: Review and remove unnecessary plugins or third-party scripts that can slow down your website. Only use plugins that provide essential functionality.
Content Delivery Strategy: Consider using a content delivery strategy that loads content dynamically as users scroll, reducing initial page load times.

Don’t open internal links in new tabs

The practice of opening internal links in new tabs or windows has been a subject of debate among web designers and usability experts.

While there may be cases where it’s appropriate, in many instances, it can lead to a less intuitive user experience.

In this section, we’ll explore the importance of not automatically opening internal links in new tabs and provide practical tips to help you make informed decisions regarding this web design practice for your small business website.

The Importance of Not Automatically Opening Internal Links in New Tabs

User Control: Opening links in new tabs without user consent can disrupt the user’s control over their browsing experience. Users may prefer to decide when and how to open links in new tabs themselves.
User Expectations: Many users expect that clicking on a link within a website will not change the current tab unless they explicitly choose to open it in a new tab. Deviating from this expectation can lead to confusion and frustration.
Mobile Devices: On mobile devices, where screen real estate is limited, opening links in new tabs can cause confusion as users may not easily navigate between tabs or windows.
Accessibility: Opening links in new tabs can pose challenges for users with disabilities who rely on screen readers or other assistive technologies. It can disrupt the logical flow of content.

Tips for Handling Internal Links

While there may be situations where opening links in new tabs is appropriate (e.g., external links to other websites), it’s generally recommended to allow users to control whether links open in new tabs.

Here are some tips to help you handle internal links effectively on your small business website:

Let Users Decide: By default, allow internal links to open in the same tab. Users can easily open links in new tabs or windows by right-clicking (or tapping and holding) and selecting the appropriate option.
Provide Clear Indicators: If you choose to open a link in a new tab, clearly indicate it to users. Use icons (e.g., an external link icon) or text labels (e.g., “Opens in new tab”) to communicate this action.
Educate Users: Consider adding a brief note or tooltip near external links, explaining that they will open in a new tab. This helps users understand what to expect when clicking on these links.
Test on Mobile: Pay special attention to how links behave on mobile devices. Ensure that links open in a way that is conducive to mobile browsing, considering the limited screen space.
Accessibility Considerations: Ensure that links are accessible and navigable for users with disabilities. Avoid design choices that hinder screen reader users’ ability to understand the flow of content.
Consistency is Key: Maintain a consistent approach throughout your website. If you choose to open specific links in new tabs, apply this consistently so users can anticipate the behavior.
Use Target=”_blank” Sparingly: The target="_blank" attribute should be used judiciously and primarily for external links. When using it, always accompany it with clear visual indicators.
Test with Real Users: Conduct user testing to gather feedback on link behavior and user preferences. Real user insights can help you refine your approach.
Review Analytics: Analyze user behavior data to understand how users interact with links on your website. This data can inform decisions about link behavior.
Consider Context: Take into account the context in which the link appears. For example, links within articles or blog posts may be best left to users’ discretion, while links in forms or interactive elements may benefit from opening in new tabs.
Evaluate User Feedback: Encourage users to provide feedback on their browsing experience. Act on feedback regarding link behavior to align your website with user expectations.
Train Content Creators: If you have multiple contributors to your website, educate them on best practices for link handling to maintain consistency.

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Don’t use too many typefaces

Typography plays a crucial role in web design, contributing to the visual identity and readability of your small business website.

While variety in typefaces can enhance design aesthetics, overusing them can lead to cluttered and confusing layouts.

In this section, we’ll explore the importance of not using too many typefaces and provide practical tips to help you make informed typographic choices for your website.

The Importance of Limiting Typefaces

Visual Consistency: Using a limited number of typefaces promotes visual consistency and cohesion across your website. A harmonious typographic palette enhances the overall design and brand identity.
Readability: Excessive typefaces can negatively impact readability, making it challenging for users to absorb content. A clear and consistent typeface selection enhances content comprehension.
Loading Speed: Each additional typeface adds to the file size of your website, potentially increasing loading times. Streamlining your typographic choices contributes to a faster and more efficient website.
Brand Identity: Typography is a key component of brand identity. Consistent use of specific typefaces helps reinforce your brand’s personality and recognition.

Tips for Limiting Typefaces

Striking a balance between creative design and readability involves making thoughtful typographic decisions.

Here are some tips to help you limit the number of typefaces on your small business website:

Stick to a Font Hierarchy: Establish a clear font hierarchy that includes headings, subheadings, body text, and other text elements. Limit the number of typefaces within this hierarchy to maintain consistency.
Two-Font Rule: A common guideline is to use a maximum of two typefaces—one for headings and one for body text. This simplifies the design and ensures readability.
Choose Versatile Fonts: Opt for versatile typefaces that offer various weights and styles. This allows you to create visual diversity within the same font family.
Use Different Styles: Instead of introducing entirely new typefaces, use different styles (e.g., bold, italic, or condensed) within the same typeface to add variety while maintaining consistency.
Consider Brand Guidelines: If your business has established brand guidelines, adhere to the recommended typefaces and styles to maintain brand identity.
Pair Typefaces Mindfully: If you decide to use multiple typefaces, ensure they complement each other harmoniously. Choose typefaces that contrast effectively in terms of style, size, and weight.
Typography Testing: Test different typeface combinations to determine which ones work best for your website’s aesthetic and readability. Solicit feedback from colleagues or designers if needed.
Legibility and Readability: Prioritize legibility and readability. Ensure that your chosen typefaces are easy to read, especially for longer-form content.
Mobile Optimization: Consider how typefaces render on mobile devices, as smaller screens may require adjustments for optimal readability.
Consistency Across Pages: Maintain typographic consistency across different pages of your website. Use the same typefaces and styles to create a unified experience.
Use Web-Safe Fonts: To ensure that your chosen typefaces are accessible to all users, use web-safe fonts or provide suitable fallback options for users who may not have the chosen fonts installed.
Hierarchy with Size and Color: Differentiate content hierarchy through font size and color variations within the same typeface. This allows you to emphasize important elements without introducing new fonts.

Don’t use too many colors

Color is a powerful element in web design, influencing aesthetics, branding, and user experience.

While a rich color palette can add vibrancy to your small business website, overusing colors can lead to visual chaos and confusion.

In this section, we’ll explore the importance of not using too many colors and provide practical tips to help you make informed color choices for your website.

The Importance of Limiting Colors

Visual Cohesion: A limited color palette contributes to visual cohesion and a unified design. Using too many colors can result in a cluttered and disjointed appearance.
Brand Consistency: Consistency in color usage is vital for maintaining your brand’s identity. A well-defined color scheme reinforces brand recognition and trust.
Readability: Excessive use of colors can negatively impact readability. Text and important content may become difficult to distinguish against a chaotic background.
User Experience: A well-considered color scheme enhances the user experience by guiding users’ attention, conveying information, and creating a visually pleasing environment.

Tips for Limiting Colors

Creating an effective color scheme involves thoughtful decisions and adherence to design principles. Here are some tips to help you limit the number of colors on your small business website:

Establish a Color Palette: Define a color palette that includes primary and secondary colors, as well as accents. Limit the number of colors within this palette to maintain consistency.
Use a Minimalist Approach: Embrace a minimalist design philosophy that emphasizes simplicity and elegance. Fewer colors often result in a cleaner and more appealing aesthetic.
Stick to Brand Colors: If your business has established brand colors, prioritize their use to maintain brand identity. Use them strategically for headings, buttons, or other key elements.
Color Psychology: Consider the psychological impact of colors on your audience. Choose colors that align with your brand’s message and evoke the desired emotions.
Contrast for Readability: Ensure sufficient contrast between text and background colors to enhance readability. Use tools like the Web Content Accessibility Guidelines (WCAG) for guidance.
Hierarchy with Color: Use color to establish content hierarchy. For example, use a consistent color for primary call-to-action buttons and a different color for secondary actions.
Limit Background Variations: Avoid using a wide range of background colors, as this can disrupt the visual flow of your website. Consistency in background colors enhances readability.
Test with Real Users: Conduct user testing to evaluate the effectiveness of your color choices. Gather feedback on readability, accessibility, and overall design appeal.
Accessibility Considerations: Ensure that your color scheme is accessible to all users, including those with visual impairments. Provide alternative text for color-coded information and use patterns or labels to convey meaning.
Mobile Optimization: Test your color scheme’s appearance on mobile devices to ensure that colors render correctly and maintain readability.
Consistency Across Pages: Maintain color consistency across different pages of your website to create a cohesive user experience.
Typography and Color: Coordinate text color with background color for optimal legibility. Choose text colors that provide good contrast against the background.
Color Tools: Utilize color tools and resources, such as color generators and palettes, to help you create a balanced and visually appealing color scheme.

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Click. Scan. Improve. Get your website audit here.

Don’t use generic photos of people

Visual content, including images of people, plays a significant role in shaping the identity and appeal of your small business website.

While using images of people can enhance relatability and trust, relying on generic or stock photos can have the opposite effect.

In this section, we’ll explore the importance of not using generic photos of people and provide practical tips to help you select authentic and engaging imagery for your website.

The Importance of Authentic Imagery

Build Trust: Authentic imagery, featuring real people associated with your business or representing your target audience, helps build trust and credibility. It humanizes your brand.
Relatability: People relate more to authentic images of individuals who reflect real-life scenarios, emotions, and diversity. Generic photos often lack the relatability that authentic imagery provides.
Brand Identity: Authentic images contribute to your brand identity by showcasing your company’s values, culture, and personality. They differentiate your business from competitors.
Engagement: Genuine images tend to engage users more effectively. They capture attention, evoke emotions, and encourage users to explore your website further.

Tips for Choosing Authentic Imagery

Selecting authentic imagery for your small business website involves careful consideration of the message you want to convey and the emotions you want to evoke.

Here are some tips to help you choose genuine and engaging photos:

Use Real Team Members: Feature photographs of your actual team members, founders, or employees on your website. This adds a personal touch and transparency.
Show Real Customers: Showcase images of satisfied customers or clients who have given consent to be featured. Include testimonials or case studies alongside their photos.
Lifestyle Photography: Use lifestyle photography that captures real-life scenarios and emotions. These images resonate with users and tell a story about your products or services.
Avoid Stereotypes: Refrain from using stereotypical or overly posed images. Aim for diversity and inclusivity to reflect a broad range of experiences and backgrounds.
Candid Moments: Candid shots often appear more authentic than highly staged ones. Capture genuine moments during team meetings, events, or interactions with customers.
Consistency in Style: Maintain a consistent style for your images, such as color grading or filters, to create a cohesive visual identity.
Custom Photography: Consider investing in custom photography sessions that focus on capturing the essence of your business, products, or services. This allows you to tailor images to your brand’s needs.
User-Generated Content: Encourage customers or users to share their experiences with your products or services through photos. Feature user-generated content with proper permissions.
Tell a Story: Use images that tell a story or convey emotions relevant to your business. Whether it’s the joy of a successful project or the determination to overcome challenges, storytelling can be powerful.
Image Rights: Ensure that you have the necessary rights or permissions to use all images on your website, especially if they feature individuals.
Diverse Representation: Embrace diversity and inclusion in your imagery. Show people of different ages, genders, ethnicities, and backgrounds to create an inclusive atmosphere.

Don’t let promotion steal the show

Promotional content and offers are essential tools for driving sales and conversions on your small business website.

However, it’s crucial to strike a balance between promoting your products or services and providing valuable, user-centric content.

In this section, we’ll explore the importance of not letting promotion steal the show and provide practical tips to help you maintain a user-focused website experience.

The Importance of Balancing Promotion and User Experience

User-Centric Focus: A user-centric website prioritizes the needs and interests of visitors. When promotional content overwhelms the user experience, it can deter users and negatively impact engagement.
Building Trust: Users often value websites that provide valuable information, educational resources, or entertainment. Excessive promotion can undermine trust if it appears that the primary goal is to sell rather than serve the user’s interests.
Content Quality: High-quality content that addresses user questions and needs establishes your authority and expertise in your industry. Overemphasis on promotion can overshadow valuable content.
Avoiding Overwhelm: Too much promotional content can overwhelm users, making it challenging to find relevant information or navigate your website. A cluttered layout can lead to higher bounce rates.

Tips for Balancing Promotion and User Experience

Maintaining a healthy balance between promotion and user-centric content requires thoughtful planning and execution.

Here are some tips to help you achieve this equilibrium on your small business website:

Define Clear Objectives: Clearly define the objectives of your website. Identify the primary actions you want users to take, such as signing up for a newsletter, contacting you, or making a purchase.
Prioritize Value: Ensure that the majority of your website’s content provides value to users. Offer informative blog posts, guides, how-to articles, and other resources that address user needs and questions.
Strategic Placement: Place promotional content thoughtfully, such as in banner sections or dedicated product/service pages. Avoid pop-ups or interstitials that disrupt the user experience.
Content Hierarchy: Establish a content hierarchy that prioritizes user-focused content. Make essential information easily accessible and avoid burying it beneath promotional material.
Segmented Audiences: Consider segmenting your audience and tailoring promotional content to specific user groups. Personalization can enhance relevance and user engagement.
Frequency Control: Limit the frequency of promotional pop-ups, banners, or emails to prevent users from feeling overwhelmed or annoyed.
Clear Labeling: Clearly label promotional elements so users can easily distinguish them from informative content. Transparency fosters trust.
Educational Content: Develop educational content that highlights the benefits of your products or services without being overly salesy. Focus on solving user problems or addressing pain points.
User Journey Mapping: Map out the user journey and ensure that promotional content aligns with users’ intent and stage in the buying process.
User Feedback: Collect user feedback to gauge their perception of your website’s balance between promotion and user experience. Act on feedback to make improvements.
A/B Testing: Conduct A/B testing to evaluate the effectiveness of different promotional strategies. Test variations to determine which approach resonates best with your audience.

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Talk strategy. Plan design. Start strong.

Don’t play background music or autoplay videos

Multimedia elements like background music and autoplay videos can significantly impact the user experience on your small business website.

While they can enhance engagement when used appropriately, their misuse can lead to annoyance and frustration.

In this section, we’ll explore the importance of avoiding background music and autoplay videos and provide practical tips to help you create a user-friendly and non-disruptive website.

The Importance of Avoiding Autoplay Media

User Autonomy: Autoplay content removes user control, which can be frustrating and intrusive. Users prefer to decide when and if they want to interact with multimedia elements.
Loading Times: Autoplay videos, especially high-resolution ones, can increase page loading times, potentially driving users away if they perceive the site as slow.
Accessibility: Autoplay content can pose accessibility challenges for users with disabilities who may rely on screen readers or require more time to process information. It can disrupt their browsing experience.
Mobile Data Usage: On mobile devices, autoplay videos can consume users’ data plans without their consent, leading to unexpected costs.

Tips for Avoiding Autoplay Media

Creating a user-friendly website involves making conscious decisions about multimedia elements. Here are some tips to help you avoid background music and autoplay videos:

User Choice: Always give users control over multimedia elements. Let them choose when to play videos or enable background music.
Muted by Default: If you must include autoplay videos, set them to be muted by default. This way, users can opt to unmute if they wish to hear the audio.
Clearly Indicate Autoplay: If you use autoplay videos or background music, clearly indicate it to users. Use icons or text labels to communicate autoplay features.
Limit Autoplay: Limit autoplay videos to scenarios where they provide clear value, such as product demos or explanatory content. Avoid autoplay on the homepage or landing pages.
Optimize Loading: Optimize video loading to minimize its impact on page loading times. Use video compression and lazy loading techniques to ensure a smooth user experience.
Consider Mobile Users: Be mindful of mobile users and their data usage. Implement video autoplay settings that consider bandwidth and allow users to opt for lower quality if desired.
Accessible Alternatives: Provide accessible alternatives for multimedia content, such as transcripts for videos or alternative text for images. Ensure that screen readers can access and interpret the content.
User Feedback: Collect user feedback regarding multimedia elements. Ask users about their preferences and whether they find autoplay features helpful or intrusive.
A/B Testing: Conduct A/B testing to assess the impact of autoplay features on user engagement and bounce rates. Adjust your strategy based on the results.
Mobile Optimization: Test how multimedia elements function on mobile devices, ensuring that they do not disrupt the mobile user experience.
Load on Interaction: Consider loading multimedia content only when users interact with it, such as clicking a play button. This preserves page loading times and respects user autonomy.

Don’t use horizontal scroll

Horizontal scrolling, where users have to scroll left or right to access content, can be disorienting and frustrating.

It goes against established web design conventions and can lead to a poor user experience on your small business website.

In this section, we’ll explore the importance of avoiding horizontal scroll and provide practical tips to help you create a more user-friendly and intuitive website.

The Importance of Avoiding Horizontal Scroll

User Expectations: Users have become accustomed to vertical scrolling when navigating websites. Horizontal scrolling disrupts this familiar pattern, leading to confusion and frustration.
Responsive Design: Horizontal scroll often indicates issues with responsive design. Websites that do not adapt to different screen sizes and orientations may appear broken and unprofessional.
Mobile Usability: On mobile devices, horizontal scrolling can be particularly problematic due to limited screen width. Users may struggle to access content, leading to a high bounce rate.
Accessibility: Horizontal scroll can pose accessibility challenges for users with disabilities who rely on screen readers or keyboard navigation. It may prevent them from accessing content effectively.

Tips for Avoiding Horizontal Scroll

Creating a user-friendly website involves ensuring that content is easily accessible and navigable. Here are some tips to help you avoid horizontal scroll:

Responsive Design: Implement responsive web design principles to ensure that your website adapts to various screen sizes and orientations automatically.
Test on Multiple Devices: Test your website on various devices, including desktops, laptops, tablets, and smartphones. Ensure that content displays correctly and without horizontal scrolling.
Viewport Width: Be mindful of viewport width when designing your website. Avoid fixed-width layouts that may cause horizontal scroll on narrower screens.
Content Organization: Organize your content logically to fit within the width of the viewport. Prioritize essential information and reduce unnecessary horizontal space.
Avoid Oversized Elements: Avoid using oversized images, videos, or other elements that exceed the width of the screen. Resize or compress media to fit comfortably.
Grid Systems: Implement grid systems or CSS frameworks that help you structure content within the viewport width.
Horizontal Navigation: If your website has horizontal navigation menus, ensure that they are responsive and transform into a mobile-friendly format when necessary.
Avoid Fixed Elements: Be cautious with fixed or sticky elements, such as headers or sidebars, as they can cause horizontal scroll on smaller screens. Implement them thoughtfully.

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Real results. Real businesses. Real growth.