Web design flaws that can compromise small business marketing success

With all the buzz about web-based business advertising, entrepreneurs who have yet to establish an online presence for their company would be forgiven for wanting to rush into setting up a website. However, it's important to resist that impulse and instead take the time to conduct market research that will help to ensure the site is compatible with the needs and preferences of your target audience.

For example, Forbes notes, consider incorporating a larger font size into a site for a product geared toward an older demographic, or focus on smartphone compatibility if your target market is comprised of tech-savvy and/or younger consumers.

The tendency to overfill a company site is also rampant among entrepreneurs eager to get their businesses online. In this case, less is more, and filling a site with a plethora of promotions and highlighted products will likely serve only to confuse and potentially alienate visitors.

"When a visitor comes to your website, they probably already know what they want out of it," the source points out. "If within three seconds they can't figure out what to do next, you might need to go back to the drawing board."

Relatedly, the homepage of your site should display a clear call to action. This can be accomplished by highlighting a specific business promotion, perhaps related to a new product or limited-time offer. Regardless of what the call to action is, it should be immediately apparent to visitors.

Even if the actual design of your site is solid, displaying out-of-date content is a quick way to turn off potential customers. Consider posting a weekly blog or poll to keep visitors engaged and generate fresh content.