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Small Business Web Site Design

When considering small business web site design, one has to take account of the type of business before anything else.

Typically, a car sales web site would have an "image" that would be totally unsuitable for a ladies fashion outlet. A solicitors site would not be suited to the style adopted by a fancy dress store. These are obvious examples and in most instances the differences are far more subtle but important nonetheless.

The target markets differ greatly and this fact must be fully understood. A small business catering to those seeking a low price bargain has to have a sort of "low rent appeal". That's not to say the site should be a mess of broken links and unfinished pages. Think of it in terms of the "Red top" tabloid newspapers in the UK. They are properly laid out but have a brash cheap look that appeals to their readership.

Careful attention to this aspect of design will avoid the visitors gaining the impression that things might not be in their price range.

Of course, the reverse is true. Someone with a high income used to up-market stores and luxury goods will not be impressed with the low rent look and will swiftly move on.

When considering small business web site design, one has to take account of the type of business before anything else.

Typically, a car sales web site would have an "image" that would be totally unsuitable for a ladies fashion outlet. A solicitors site would not be suited to the style adopted by a fancy dress store. These are obvious examples and in most instances the differences are far more subtle but important nonetheless.

The target markets differ greatly and this fact must be fully understood. A small business catering to those seeking a low price bargain has to have a sort of "low rent appeal". That's not to say the site should be a mess of broken links and unfinished pages. Think of it in terms of the "Red top" tabloid newspapers in the UK. They are properly laid out but have a brash cheap look that appeals to their readership.

Contrast these with the more tasteful and sober impression given by the "Quality" dailies like The Times or Daily Telegraph.

In the USA the comparison could perhaps be between the National Enquirer and The Washington Post. This analogy can be applied anywhere in the world, only the titles of the publications change.

Careful attention to this aspect of design will avoid the visitors gaining the impression that things might not be in their price range.

Of course, the reverse is true. Someone with a high income used to up-market stores and luxury goods will not be impressed with the low rent look and will swiftly move on.

Think carefully about your target market's demographics. This doesn't mean targeting specific social groupings such as "Upper, Middle or Working" classes. It's far more subtle than that. Try to get inside the customers head and think as they would. What would a prospective customer expect to find?

One way of approaching this, is to think in terms of your own likes and dislikes but be careful not to let personal prejudices get in the way.

As an example; say you had an intense dislike of pop music and you were taking a 15 year old out to buy clothes. You would undoubtedly find your ears assailed with just the sort of music you hate played at full volume. The target market would love it - that's why it's played. Just imagine a "Teen fashion" store playing organ recitals - it wouldn't last long.

In summary: Ensure that your prospective clients don't suffer some sort of culture shock - don't go over the top with anything.

Have a clear image of the type of customer you have or maybe, seek and then provide a small business web site design that's in keeping with that image.