Small Business, Big Impact: The Power of a Thoughtful Website

Take a moment to think about a small business you know. Maybe it’s the flower shop down the street, your neighbor's landscaping company, or even your own business. Chances are that business has a website. But how well that website is maintained, or how easy it is to navigate, is the real question.

Let me take you back to a couple of months ago when I first moved to Portland—fresh out of college, starting a new job, and settling into a new city. All of this was exciting until it was time for my semiannual dentist appointment. A reality check, reminding me that I was in a new area with no established healthcare connections. So began my mission to find a provider—a daunting task for anyone, let alone a twenty-something alone in a new city.

Like most, I turned to Google and started looking up dentists near me. The first website I found? Sketchy, to say the least. The next one was a little better, but I could not find the information I needed, prompting me to give up and search elsewhere. This cycle continued through countless businesses, all with inadequate websites that did not meet my needs. I came across numerous “meet the staff” pages with no photos of the actual employees. This made it harder to connect or feel confident about choosing a dentist when I couldn’t even put a face to the name. I can't help but think of all the places I passed up just because the website did not match the quality of the business itself. This brings me to my main point: small businesses undervalue the impact a well-thought-out website can have. I understand the hesitation—if your business doesn’t rely on e-commerce or direct traffic for transactions or appointments, then why invest time and money in a website, right?

The answer lies in the very struggle I, and many others, face daily. Like it or not, people are quick to judge a book by its cover. We’re easily swayed by what we see on the surface, and all too eager to move on if it doesn’t meet our standards. Your website is often the first point of contact a new customer will have with your business. Whether the business is a boutique clothing shop, nonprofit, or consulting company, all have valuable information that needs to be communicated.

There are two key elements to a well-thought-out website: content and aesthetics. Both can help convey what the cornerstone of your business is. Let's start with content. A website should first and foremost have the important information upfront—hours of operation, contact information, links to social media, and services offered. This information should be easy to find, either on the homepage, in a separate tab, or at the bottom of every page. Visitors should not have to go on a treasure hunt to find basic information. The content should be tailored to your specific business. The best way to figure out what’s best is to take a moment to evaluate common questions your customers might ask. For example, if you run a car detailing service, having a page that lists services and prices is crucial. If you're a small counseling practice, you might need a tab dedicated to insurance information. Think of this content as the trunk of a tree—it’s the core structure that holds everything up.

Next, consider your company’s story and mission, which form the roots of your website. Small businesses are born out of passion, a need in the community, or a dream made reality. The founders' heart and soul exist in the very roots of their small business, yet this unwavering passion is rarely told to the community the business was created for. A community that would be inspired and eager to support that very passion. A website can be the place to share your business story, from conception to future dreams.

Imagine looking at a group of strangers, except for one—your best friend. If asked to choose someone from that group, you'd likely gravitate toward your friend. Why? Because we’re naturally drawn to what’s familiar. The same principle applies to a business. It's crucial to create that personal connection, to give people a story they can relate to and believe in. Make the story personal, and visitors will be more eager to support your business. If you are passionate about your business, chances are your customers will share that passion. A small store specializing in hiking gear serves a community that shares a love for the outdoors. By tapping into your customers' enthusiasm, you can build a deeper connection, as their interests will align with the values your business stands for.

Now, let’s talk about aesthetics. You don’t need a single creative bone in your body to make your website look nice and easy to navigate. If this is something you struggle with, sometimes a fresh set of eyes can help simplify things. Ideally, the look of your website should reflect your business. If you own a consulting firm, your website could be crisp and modern, matching the professionalism and quality of the service you provide. Even though this may seem unnecessary, remember that every little detail can help contribute to business growth. This is a step that will not take much time but can have a significant impact. Surprisingly, you might learn more about your business just by considering the color scheme for your website. For instance, why would I choose a sleek, modern design for an antique consignment store? These seemingly small questions can lead to deeper insights about how you want to present your business. Think of it like the leaves on a tree—they’re not essential for the tree’s existence, but they’re what make it complete.

A well-designed website can bring endless benefits to your business, acting as a one-stop shop for everything a customer might need. You can easily share it using a QR code or a direct link, pointing people there when they express interest. Don’t overthink it—your website doesn’t have to be complicated. Keep it simple and easy to navigate, so even your great-grandma could use it. The more approachable and familiar your website feels, the more comfortable potential customers will be.

As I wrap up, here is one last piece of advice: we live in an age of technology. Do not run from it but rather embrace the change and the potential it holds to grow your business. I know you have a story to tell; it's now your job to make it known to everyone else.