{"id":266,"date":"2020-01-07T06:17:52","date_gmt":"2020-01-07T06:17:52","guid":{"rendered":"http:\/\/webdesigninhoustontexas.com\/silkcards_blogs\/?p=266"},"modified":"2023-09-06T09:56:08","modified_gmt":"2023-09-06T16:56:08","slug":"bigcommerce-content-strategist-corinne-watson-on-website-strategy-for-small-businesses","status":"publish","type":"post","link":"https:\/\/silkcards.com\/blog\/culture\/bigcommerce-content-strategist-corinne-watson-on-website-strategy-for-small-businesses\/","title":{"rendered":"BigCommerce Content Strategist Corinne Watson on Website Strategy for Small Businesses"},"content":{"rendered":"<p><a href=\"https:\/\/www.linkedin.com\/in\/corinnewatson1\/\" rel=\"noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">Corinne Watson<\/span><\/a><span style=\"font-weight: 400;\"> is a writer, researcher, and content strategist for <\/span><a href=\"https:\/\/www.bigcommerce.com\/\" rel=\"noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">BigCommerce<\/span><\/a><span style=\"font-weight: 400;\">, the leading cloud ecommerce platform for growing businesses. She\u2019s a pro at helping businesses of all sizes develop winning marketing strategies and design stunning websites, so we asked her for some insight on website strategy for small businesses and entrepreneurs.<\/span><\/p>\n<p><!--more--><\/p>\n<p><strong>What\u2019s the most common mistake you see entrepreneurs make when they build their websites?<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Before I dive into problems with the website experience itself, there\u2019s an issue that affects entrepreneurs from the get-go \u2014 which is not building a website at all.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Smaller businesses that are primarily brick-and-mortar (or primarily work with catalogue and phone orders) sometimes don\u2019t set up a website until they are forced to by competition or distribution problems.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A lot of this is simple reluctance, but often times people don\u2019t realize how easy it is to set up an online presence and start selling products \u2014 whether it\u2019s by using a marketplace like Etsy or or a direct-to-consumer website like Poshmark.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to actually building that direct-to-consumer website, I see a lot of entrepreneurs not putting enough focus on the customer experience.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take a moment to survey your customers. Or if you need a shortcut, put up a heat-mapping app like CrazyEgg to see the journey people go through while shopping on your site. You\u2019re likely going to be surprised by some of the paths they take, and some of the areas where they experience friction (like clicking on something that looks like a button, but isn\u2019t).&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As brands get increasingly sophisticated online, customers will continue to expect better and easier shopping experiences. Constantly test your website, and don\u2019t let content get stale.<\/span><\/p>\n<p><strong>How have best practices for entrepreneur websites changed over the past five years?<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Five years ago, a lot of care went into the design, look, and feel of a website. While that remains important, entrepreneurs are now taking a more technical pass at their website by adding improvements like cart abandonment campaigns and checkout optimizations with Apple Pay, one-click checkout, etc.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition, five years ago there was no real set standard around shipping times. The last six months in particular have seen a race to the fastest shipping, with 2-day shipping becoming increasingly standard.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<p><strong>What are some must-haves that entrepreneurs often forget to include on their sites?<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">A quick way to get in touch with customer service. If you\u2019re sophisticated enough to add a chatbot, that\u2019s great, but make sure there is still someone on the other end of the line who can answer responses quickly. If you\u2019re just starting out, an email address, social media presence, and customer care phone line should do the trick.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Estimated shipping timelines are also standard. The customer shouldn\u2019t be left wondering when their product will arrive. At the very least, include a date range \u2014 or go out of the way to truly delight a customer by letting them know the exact day a package will arrive, if possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<p><strong>Would you say most site visitors care more about user experience or visual design?<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">User experience, hands down. More websites are actually turning to simpler visual designs (think lots of whitespace, clear product pages) in order to focus solely on the customer experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<p><strong>Is it smarter to build a website yourself using DIY platforms, or to hire a web designer or agency?<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">It depends on your level of experience and the number of products you\u2019re selling. If you are an entrepreneur selling a limited number of SKUs to a small demographic of people (a homemade candle company, for example), you\u2019re better off starting with a DIY platform and putting off getting the help of an agency until further down the line.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re a B2B business or an older, established retail business with a lot of SKUs, an agency\u2019s experience will come in handy both as an executor and a consultant. If you need help ideating your brand story or your visual appearance, an agency can help there as well.&nbsp;<\/span><\/p>\n<p><strong>What\u2019s the first thing a small business should do before starting work on a website?<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Survey your customers. Ask them what they would want to get out of an online shopping experience. We all know that a repurchase costs less than a net-new customer \u2014 so why not build trust with your existing customers and convince them to buy online first? That way, they can also be your source of feedback as you make continued tests and changes on your website.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<p><strong>How can you measure the success of a website? What are the most important KPIs to track?<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Conversions and revenue. Check how many people visit your site and leave without making a purchase. Figure out where in the funnel they left, and why they left. Revenue is important for obvious reasons, but if you are getting the right amount of traffic and the right rate of conversion but your revenue is still off, you need to look at your overall spend and\/or your pricing strategy.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8212;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There you have it! If you\u2019re a small business owner or entrepreneur looking to build a website, you\u2019re already on the right track. It\u2019s important to follow Corinne\u2019s wisdom by listening to your customers \u2014 they\u2019re the key to building the best website for your business.<\/span><\/p>\n<p><span style=\"font-weight: bold;\">Take your small business to the next level with beautiful, custom business cards. <\/span><a href=\"\/product-catalog.php\" style=\"font-weight: bold;\">Get started<\/a><span style=\"font-weight: bold;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Corinne Watson is a writer, researcher, and content strategist for BigCommerce, the leading cloud ecommerce platform for growing businesses. She\u2019s a pro at helping businesses of all sizes develop winning marketing strategies and design stunning websites, so we asked her for some insight on website strategy for small businesses and entrepreneurs.<\/p>\n","protected":false},"author":12,"featured_media":267,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-266","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>BigCommerce Content Strategist Corinne Watson on Website Strategy for Small Businesses<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/silkcards.com\/blog\/culture\/bigcommerce-content-strategist-corinne-watson-on-website-strategy-for-small-businesses\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BigCommerce Content Strategist Corinne Watson on Website Strategy for Small Businesses\" \/>\n<meta property=\"og:description\" content=\"Corinne Watson is a writer, researcher, and content strategist for BigCommerce, the leading cloud ecommerce platform for growing businesses. 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