What are the most common mistakes for small business owners when it comes to their company websites, and how can they fix them? 

Many business owners get fixated on the cost of a website. With that said, your website is your main marketing tool and face to the public, and, in many cases, your top lead-generation tool. So business owners really need to make sure they are hiring a reputable (and I even suggest local) firm when it comes to building a website that brings results. As an agency owner, I see what happens when small businesses think they are getting a good deal and, after paying thousands of dollars for a website and even SEO, get nothing in return. Good marketing is not meant to be a deal or cheap. You can also overpay for your website, so make sure you pick an agency that is right for you in terms of cost and reputation.

What's one thing SMBs can do in the near-term to improve their websites?

I always ask clients, "Who is the very best ideal client that you have right now?” Analyze that specific persona and consider how to draw in more of those same people. I recommend developing a website case study or other content that showcases their wins, as this helps generate leads through both search engines and AI. (And honestly, it is the same strategy I use myself.) Ultimately, you want to focus on attracting your perfect client rather than just anyone who comes along.

What’s another thing they can implement as a longer-term strategy?

Producing content around your ideal client is now more important than ever. Build out profiles and content where your potential customers can see you. Be very clear on your website about what you offer and to whom. Talk about how you help people and publish content–written, video or social. Build reviews and get people talking about your brand. If you build out a strategy to do this, you will see the right people starting to roll in.

What are the best retail websites doing right today? 

Great photography really sets the stage for product purchases. Seeing what a product looks like on someone or in an environment, so the user can better visualize it on them. For example, if you are selling a home decor item, you want to not only have that item displayed, but also have it displayed in the room or home it is designed for. Sometimes you are not just selling an item, you are selling a vision.

It is also important to show the details of an item. The more the user can see it and understand how it fits their needs or wants, the more chance you have of converting them to a sale.

As a small business founder/owner yourself, what's one mistake you made early on that you learned from?

One mistake I made, and many founders make, is taking clients just to take clients and get revenue. One thing I do now is only work with ideal clients, and that has changed my business.

(Image credit Lysa Miller)