The two crucial website components small businesses forget to take care of

The most basic things are the things that we tend to lose sight of so often. When you are making your first steps in making conversion-driven designs, keep in mind that the site or web should not only be be visually appealing, but also have a user-friendly interface and clear structure that allow visitors quickly and easily navigate the content, as well as get acquainted with the activities of your company. Remember the ‘rule of three clicks’, assuming that the user has to find any desired information in no more than 3 clicks. Otherwise the risks a visitor can lose patience and leave the site increase. Here’s the selection of the most frequently missed crucial components according to the research of, a prominent digital marketing Manchester company. The experts from B2B digital marketing agency have analyzed 5,000+ small business websites that have been launched during the last 6 months in the UK and figured out the 2 most commonly missed in design st.

The absence of About Us page

About page, as the Americans call this page – one of the most important elements of your representation in the Internet. If you have ever seen website heat map analysis, you may have noticed that About Us tab is usually one of the hottest points. This page tells the story of your business and typically describes the advantage of your company. About page also allows you to build a close and trusting relationship with your website visitors, so you should do your best to put some professional photos and at least a short biography.This will help you get closer to visitors and enhance their trust to you. Pay full attention to this page and do not skimp on it because it is highly likely to be the starting point of your customers’ journey around your site. A comprehensive About Us page potentially reduces the indecision before the first purchase of new customers.


Reviews pages is another crucial component missed by aspiring entrepreneurs and businesses. Reviews build credibility, so asking your customers to leave reviews about you and providing them with handy tools is a totally reasonable direction to go. This page will help to attract new customers, telling about how previous customers have managed to solve their problems thanks to your products or services. Reviews and recommendations gain even more weight if they are detailed enough and written by real customers in the form of success stories, where your product/service takes the center stage.

When collecting reviews strike the iron when it’s hot. Impressions, especially positive, quickly fade in people’s minds, overlapping with new events and new impressions. If the client is very happy and wants to somehow express her appreciation, do not hesitate to ask her to leave the recommendation here and now, otherwise it will be late then. Ideally, you should provide people with an opportunity to leave feedback in a quick, seamless way. The fact that the owner or administrator publishes reviews or in case multi-step pre-moderation is required instills much less confidence in the current era of fake positive reviews that have flooded the Internet.

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