Your SMB client’s website plays a huge role in whether or not consumers will stick around and make purchases. According to a blog from Adobe Express, there are a few website basics in particular your client should focus on. Here’s what they are.

Top 3 Website Basics to Drive More Traffic Now

What Your Client’s Website’s Colors Say About Them

One of the first things consumers will notice about your client’s website is its color scheme. According to Adobe Express, it’s a critical first impression. “In small business branding, the choice of website design elements speaks volumes about a brand’s identity and appeal to customers.”

Most small businesses go the safe route: neutral colors. White, blue and gray are traditional and for a good reason. They reflect a sense of cleanliness, professionalism and versatility.

But what if your client wants to take a tone different than standard professionalism? An article from Mental Health America explains the effect different colors have on moods.

Bright, Warm Colors

Reds, oranges, yellows, and pinks are said to stimulate energy and happiness. If your client wants their website to inspire entertainment, these colors could do the trick:

Red: MHA says that red is a “warm, generally positive, motivating color that encourages people to act.” Muted shades of red “pique feelings of love, passion and sensuality. Bright hues, on the other hand, may trigger “strength and power”
Orange: This color is also stimulating and can “trigger feelings like enthusiasm and passion”
Yellow: Not only is yellow motivating, it triggers happiness and is the most optimistic and hopeful color. But don’t get carried away. It’s playful in small doses but can be overwhelming or anxiety inducing in large amounts
Pink: Commonly associated with kindness and love, pink boosts creativity and feelings of peace, calm and hopefulness. The brighter the shade, the more energy and confidence. Lighter shades inspire care and quiet strength

Cool, Subdued Colors

Blues, greens and purples are the soothing and calming choice.

Green: Green is considered the most balanced color because of its association with nature. It’s said to enhance peace, joy and love while stimulating security and serenity
Blue: The most soothing color out there, blue can inspire feelings of comfort, relaxation and peace. But make sure to choose blues on the lighter side as dark ones can trigger sad feelings
Purple: MHA says that purple has similar effects to blue. Lighter shades inspire hopefulness and optimism while darker ones give off power and strength

But whichever colors your client chooses, make sure the text color that goes with them is easily readable.

Elements Consumers are Looking for

Not only do functional and social website elements reflect brand identity, these website basics encourage engagement. According to Adobe Express, the top design features of small business home pages are:

Photos: 87% of small businesses say they include photos on their home pages
Call-to-Action Buttons: 86%
Icons and Illustrations: 47%
Contact Information: 37%
A Place to Enter Email Addresses: 37%

Consumers also like when small businesses link their social media accounts to their websites. They’re the perfect place to look up customer reviews. Want to see which social platforms your client’s target audience are most active on? Look up their profile on AudienceSCAN on AdMall by SalesFuel.

Quality Content Drives Traffic and Inspires Loyalty

According to a previous SalesFuel blog, based on data from Contentsquare, about 40% of consumers experience website frustration. And no, that isn’t limited to loading errors and buttons that don’t work. Not finding the content they want or need can make consumers so frustrated that they leave the site.

Along with highly informative product pages, consumers want content that answers their questions. In particular, they’re looking for website basics like:

Case Studies and Customer Stories
Videos
Thought Leadership E‑Books and White Papers
Short Articles and Posts
Research Reports

These website basics will give the people what they want and encourage them to stick around and make purchases.

Photo by: John Schnobrich