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How You Can Optimize Your Small Business Website

Building or purchasing a website can be an expensive investment, but in the long run it is a great way to increase exposure for your small business. Most consumers do their research online before purchasing a product or service, so having a website greatly increases your chances of being found by potential customers. Also, your website can help you better serve your customers and improve their overall experience with your business. 

To get the most value out of your website, here are some tools and techniques that you can use to improve customer engagement and increase your sales. 

Utilizing Visitor Data

Analyzing data from consumers who visit your website is one of the most powerful tools that you can use to optimize your website. Using Google Analytics or other software can show how long consumers visit your website, how they found your site, audiences that have similar interests or demographics, along with many other factors. You can then use this data to improve poor-performing pages and content, as well as identify who is interested in your business. For more in-depth information such as predicting customer behavior and tracking customers’ changing needs over time, contacting a market research company such as Research America can help greatly improve sales and return on investment (ROI). 


To make your website appear higher in search results, utilizing Search Engine Optimization (SEO) can help. Incorporating keywords into your website content and URL, obtaining offsite links, and utilizing anchor text can help your website rank higher in Google or other search engines over time. Appearing higher in search results boosts traffic to your website, which often leads to higher sales. However, SEO can be time consuming, so many businesses outsource SEO to a digital marketing agency. You will also likely get better results by using a dedicated agency focused solely on SEO, as opposed to you trying to do it all yourself. 

Set Up E-Commerce 

You can turn your website into a strong facet of your business by setting up e-commerce options. This involves displaying your inventory and prices online, allowing customers to make transactions by purchasing those products, and then ultimately shipping those products or allowing customers to pick up the products in-store.

Online shopping has grown tremendously in recent years, so taking advantage of that trend with your website can help your business grow and increase profit. However, it is important to routinely update your website with correct offerings and inventory status, as well as to make sure that you can follow through with orders in a timely manner. Hiring dedicated staff to handle the e-commerce branch of your business will likely be advantageous in the long run. 

Overall, there are many ways to optimize your website to get the most out of your time and money. Utilizing analytics from your website to better serve customers, performing search engine optimization to increase exposure to your website, and setting up e-commerce to increase sales and appeal to the digital shopping trend can help your small business succeed.