How to Personalize Your Small Business Website

Contributed content / By Amit Dua / 14 January 2020

Small businesses with websites are better positioned to engage with and convert qualified leads. The most successful sites make use of user behavior data, as well as compelling calls-to-action, to tailor their site.

It’s important for small businesses to have a website if they want to stay top of mind. Websites are often the first branding touchpoint for any new customer considering your services.

According to GoGulf, approximately 97% of people learn about local businesses online compared to other marketing channels. Investing in custom web development services is a great way for small businesses to reach their audience.

These days, the internet population is at 4.3 million worldwide.

Global digital population as of July 2019

Source: Statista

The number of unique mobile internet users follows closely behind at 3.9 million. That, coupled with the prediction that global retail e-commerce sales will be more than $4.5 trillion by 2021, points to a lot of opportunities for small businesses to tap into the digital market.

Small businesses can make the most of their website by personalizing it rather than having a cookie-cutter model.

how personalization helps small business websites

There are several benefits to a custom website, including:

  • Psychological effect
  • A core dimension of competition
  • Higher sales conversion rate
  • Controlled bounce rate and CTR
  • Emotional hook during brand-customer interaction
  • Improved UX by digital product/service
  • Higher customer retention
  • Core USP building
  • Self-sustainable marketing and promotional channel
  • Consistently widening market reach

We’ll touch upon a few of the main topics in the following sections, along with actionable steps you can take to refine your website approach.

How Small Businesses Can Personalize Their Websites

  1. Use chatbots to reduce bounce rates
  2. Understand your target audience
  3. Have a strong call to action to convert leads
  4. Make sure that your brand is consistent

1. Use Chatbots to Reduce Bounce Rates

The clutter over the web is increasing every minute, and there is a dire need to create a solid niche in every small business website. When there are lots of sites offering the same or similar products and services, there has to be an area of potential reasons why a customer lands up and avail your brand.

No matter your idea, there are likely lots of sites offering the same services that you are, so you have to be able to convey your brand quickly to a browsing customer. Your brand is what helps distinguish you, after all.

Aside from a fast-loading site, having a personalized greeting for customers is helpful when reducing bounce rates.

That’s where chatbots come in. A sophisticated chatbot should:

  • Cater to all customer queries
  • Exchange general information
  • Build an initial rapport with the customer on behalf of the brand
  • Getting a customer to interact with your business via chatbot not only increases the overall time spent on the site, but it also helps to collect critical data about your customers that could potentially convert leads.

Just be clear on what kind of chatbot your company needs. Do you want to create a chatbot that follows a logical flow? Or is a preprogrammed service that you can simply plug into your site more effective?

Whatever your approach, take the time to plan out your chatbot script so that it addresses all possible user journeys.

2. Understand Your Target Audience

Collecting customer data is just one part of customer behavior analytics. Looking at how your customers generally behave can help you build a better understanding of how they interact with your brand.

The most critical part of diving deep into customer behavior analytics and business intelligence is the collection and maintenance of data.

Aside from chatbots, there are various engagement analytics tools that can help take a closer look at user sessions. Common multi-faceted data points include:

  • Click-through rate
  • Average time spent on a page
  • Bounce rate
  • Lead-to-sales conversion rate
  • High-volume page traffic
  • High-volume clicks

All of these can prove to be extremely helpful when building a 360° analysis of your customer engagement. From there, you should need to make sure that your site address

However, it’s important that you ensure your data collection tactics comply with data protection laws like the GDPR. Keep your privacy policy up to date to reassure customers of your practices.

3. Have a Strong Call to Action to Convert Leads

Prolonged engagement with your business depends a lot on how relevant your product/services are. Customer needs often shift, so you want to make sure your brand is in the best position to deliver exactly what your customer wants.

From there, it’s all about capitalizing on that engagement.

Developing compelling, clearly written call to actions (CTAs) is really easy and should always be a strict priority. Here are some general rules of thumb:

  • Your CTA shouldn’t disturb the user flow
  • The customer should gain something by following through with the action
  • The action should be convincing

An effective CTA is key in turning your site engagement into sales for your business.

4. Make Sure That Your Brand Is Consistent

We’ve already talked about the importance of staying relevant with your audience. Another way of looking at it is making sure that your brand is consistent. Are you actually selling what you claim to be selling? And to the right audience?

Inconsistent branding can lead to a negative chain reaction, starting with a non-personalized user experience, devolving into a lack of customer engagement, and ending with missed opportunities.

You can ensure your brand is consistent across various channels and actions by following these preemptive measures:

  • Have regular relevancy audits to check if your brand/messaging and product are aligned
  • Prioritize 1-to-1 human interaction over just gathering data through analytics
  • Look for inconsistencies in copy, visuals, and more across your site and social channels to keep your messaging clean.
  • Invest in artificial intelligence (AI) to better profile customers and generate more specific user insights

A consistent brand story with a clear mission is easier for prospective customers to understand, which helps keep your business focused on qualified leads.

A Personalized Website Can Make a Difference for Small Businesses

At the end of the day, small businesses with effective websites are well-positioned to reach their target audience.

Keep customers engaged by personalizing your welcome message. It’s also important to strike a balance between data-driven analytics on user behavior and a human touch.

Once customers are engaged, close the deal with a compelling CTA. Finally, maintain the cycle by keeping your brand consistent across your messaging and digital channels.

Choosing the right technology partner can be a significant boost in business operations as your business scales in the upcoming years. Small businesses looking to build a website should look for leading custom web development companies that offer scalable solutions for startups and enterprises alike.

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